Blogging for Business (and everything else)

Blogging for Business (and everything else)

Have you ever wondered if you should start writing a blog?

As business owners, we tend to get so caught up in the day to day running of our operations, that we rarely take a step back to reflect on what we’re up to, where we’ve been and where we’re headed. We even do that at 20:80e at times…

And there’s good reason for that too; we have so many other responsibilities.

Think about staff, think about clients, think about money!

The idea of setting some time aside every week, or even just every month, for the sole purpose of writing a blog, can seem to some as a bit of a waste of time.

But it really isn’t.

After all, you’re reading or listening to this one right now, aren’t you?

There are so many reasons why business owners, just like you, should be keeping a regular blog up to date, and we’re going to try and convince you that it’s worth it for you and your business.

Firstly, blogging is a great way to engage your existing clients and potential clients with the work that you do. You don’t need to sell to your clients through your blogging necessarily, as the content should be engaging enough that you achieve a different kind of ‘buy in’, and one that can lead to sales further down the line.

It’s all about sparking interest with your readers, or listeners if you’re recording your blog.

Think about what is relevant to you as a company, what is relevant to your clients as buyers or users of your company, and finally, whether what you’re writing about is up to date and useful to your company.

Industry specific blogs make sense, as in you wouldn’t expect a construction company to blog about issues like traffic, the weather and countryside walks, would you?

This might sound a little too obvious, but it’s important to address, especially as one of the biggest questions people ask themselves when starting to write a blog is…

“What should I write about?”

It’s maybe a little easier to ask yourself what you shouldn’t write about, give yourself a few silly answers as above, and then really hone in on what is relevant and specific to your industry.

It’s not rocket science, but it should clear things up for you a bit.

Industry specific blogging is great for a wider audience, as it pulls more people in to your company’s circle. Encourage your network to engage with and share your blog across their social media feeds. An endorsement from someone else i.e., another reader, can really boost the number of other people who choose to read your blog. The more shares, the more likes, the more comments – all this adds up to more readers, and can potentially be very good for business.

There is a caveat here.

Make sure to check with a trusted colleague, friend or family member that your blog is up to scratch grammatically, and that it is actually worth reading. At the risk of sounding a little contradictory, sometimes no blog is better than a bad blog.

Listen, we’re not all wordsmiths and grammar nerds, but employing someone who is, such as a freelance copywriter or a content creator from an advertising agency, can be a really good idea.

So, you’ve spoken to your trusted other, who has told you that a blog on the benefits of using a certain brand of toner, or one on a particular way of hanging wallpaper, might not make for the most engaging piece of content, what do you do? Give up and decide that blogging isn’t for you and your business?

No!

Simply change tact.

We find that one really effective way of blogging, is to document what you’ve been busy doing in recent weeks or months. The benefits of this are twofold. Not only do potential customers get to see what you’re capable of, as you include photographs, before and afters, testimonials etc. but you as a business owner also end up with a detailed record, a diary if you like, of the fantastic work that you do.

All of this work would previously have been forgotten about, as you understandably jumped to your next job, but with a blog of what you’ve been up to, it’s there for the archives, and for any potential customers too.

A few other tips for writing a blog for your business include:

  • Tag or mention partners and colleagues – this way, more people will share the content and you’re spreading good vibes.
  • Big up and celebrate your staff and your team – they deserve it, and a happy team makes for a happy business.
  • Include funny anecdotes if you have any – make sure they’re suitable for a wider audience.
  • Mention your company name a couple of times – ours is 20:80e by the way.
  • Keep it authentic – if you’re outsourcing the blog writing, make sure the writer knows what you’re about, and uses the correct English spelling, UK or US. It makes a difference!

 

If you’re not currently blogging, we recommend you give it a try for a few weeks, or speak to someone with experience and the right skillset.

It helps to be disciplined with the process, scheduling yourself an hour a week (or a month) where your sole purpose is to produce the blog.

You should also make sure that the blog is archived somewhere for future reference, be that on the blog section of your website, your social media page, or even in your own records.

After just a few weeks of blogging, you’ll be surprised at how much content you’ve created.

And what’s the point of that?

Well, if you link your blog to your socials, and link it to your website too, your blog will increase traffic, increase engagement, increase your potential reach, and ultimately, increase your sales.

It might not be for everyone, we accept that, but unless you’ve given it a good go, a fair crack of the whip, how can you be so sure that it’s not for you and your business?

You can’t.

So, come on, pens out, laptops on, tell us what you’ve been up to.