Yes, we’re in the business of telling you that you need a blog to market your small business or organization. Why? Because it’s one of the most authentic and cost-effective ways to market your products, services, and information. Experience and statistics back us up on our claim.
But people keep asking if they really need a blog to market themselves? We came up with 5 scenarios when you don’t need a blog.
You don’t have time or resources
Not enough time or resources is the main reason most organizations do not have a blog. You don’t have the time to do the work yourself, and you don’t have anyone to hand it off to.
This is unfortunate because your audience is missing out on your success stories. You help people or you help people help others (all enterprises do) and no one knows about it.
People are also missing out on your expertise. As a thought leader in your industry, what are your thoughts? Don’t leave thought ownership to a competitor. You have a unique perspective that you that people want to read in your blog and share with others.
You have enough other content
The content you have now—brochures, flyers, testimonials, web pages—is all the content you need to carry you forward.
Therefore, your content clearly explains what you do and who you do it for. It also compels people to get in touch. Once they do, you and your staff can use that written content to help further your cause.
You get enough new business through networking and referrals
Some people get all their business traffic from networking and referrals. One accountant invests all her marketing time in networking. The networking then leads to a constant stream of referrals.
Your content can do that for you, too. It can help you build long-lasting relationships so you can have a steady stream of referrals, even if you’re not working.
You get enough return business through email and direct mail marketing campaigns
People may disengage from social media, but almost everyone checks their email every day. One small business owner said his email newsletter was the only thing that kept him alive during the crash of 2008. So, sending email newsletters is one of the best ways to keep you top of mind with your audience.
Also, don’t assume people don’t read your email or act on it if there was no unique open or click-through. If someone joined your mailing list, what you say matters. They will read it and share it if they connect with your message.
You don’t need to grow
Congratulate yourself if you have a well-established business that doesn’t need to grow. You put in a lot of hard work to get to that level.
Many small business owners don’t have that luxury, however. A certain percentage of business has to come from both new and repeat customers. So, a blog will keep website visitors engaged with educational and entertaining content.
The more consistent and regular you are with writing and publishing blog content, the more business you will have in the long run.
So, having a blog comes down to, do you need to grow or not?
You need a quick fix
Content marketing is slow marketing. It takes time to establish trust, likeability, and authority for your brand. It’s worth it, though, even if you never get any website visitors through Google search.
People usually come to your website via a referral from a trusted source, either a person or website.
If they feel connected to you because of your content, you’ve hit a home run. If you can integrate that content into your conversations, you’ve hit a grand slam.
All the content you create adds value to the experience people have with your organization.
In the long run, content marketing helps you succeed because it tells your story.
You might also like Blog Writing Doesn’t Work or Does It? and Find Blog Topic Ideas Your Target Audience Will Love.
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