It seems like every small business “expert” says you need a blog on your business website. So, do you? It depends.
Do you even want a blog?
Blogs can be an excellent way to engage with your customers, tell them about specials, and more. But none of that matters if nobody reads it. The only way to start getting people to read your company blog is to post regularly, post interesting stuff, and tell people about it.
The only way you’re going to write interesting stuff regularly is if you enjoy it, or have an employee write for you. Most businesses don’t. So if you can’t commit to doing it regularly, don’t bother. A lame blog that hasn’t been updated in months makes it look like you’ve gone out of business and it’s a lot worse than not having a blog. Need ideas? Read this article on content creation for small businesses.
If you’re not sure whether you’ll keep it up, then start writing regularly for a few months and see how it goes. Whether it’s once a week, or once a month, just keep a schedule and stick to it. If it doesn’t work out for you, just take down the blog and invest your energy elsewhere.
The point of a blog is to engage with your customers, attract new business, and ultimately to increase revenue. You might not like blogging, but maybe one of your employees likes Facebook or Twitter. If you have someone that’s good with social media and you trust them to represent your business, let them start building a community for your company there.
Maybe you don’t like writing, but you love teaching and talking about your craft. Consider starting a video blog or podcast on your website with short 2-10 minute segments about a topic or doing a how-to (i.e. how to relight a pilot light). Not sure what to talk about? Start with the questions you get asked the most.
The only limit is your imagination, there are plenty of other ways to creatively engage with your customers. For more ideas heck out the article we wrote on how small businesses can cheaply and affordably create content.