7 Reasons You Don’t Need a Business Blog
Does Your Small Business Really Need a Blog?
It may seem a bit self-defeating for a blog about small business blogging from a company that offers small business blogging services to suggest your company may not need a blog, but that’s exactly what this post is about. There actually are some types of small businesses that don’t need a blog or at least would get less success from blogging than from other social media use. Some companies, especially some large corporations, have found more value in social media than in blogging. Much depends on your content marketing strategy, how you share content, and why you need to share content. It also depends on how much time, effort, and (sometimes) money you’re willing to invest in blog maintenance. For some entrepreneurs, starting out with social media platforms like Facebook might be a better option.
So here are seven reasons your company may not need a small business blog:
- You’d rather write about personal issues than create an online business persona
- You don’t have the time to maintain your blog
- You’re not willing (or can’t afford right now) to hire someone to do it for you if the above points apply
- Your industry is regulated and requires disclosure or compliance oversight
- You aren’t sure if you might accidentally or purposely libel someone or how your content might do that (see also point one)
- Your business requires interacting every day with its customers
- You require real-time feedback from your customers
1. In a previous article, we looked at vanity blogging. As a small business writer you need to detach your own personal outlook on life from your online business persona. According to last year’s State of the Blogosphere report from Technorati, 60% of all blogs belong to people who just want to express their opinions and speak their minds.
Their primary success measurement is personal satisfaction. Entrepreneurs, however, who make up about 13% of the blogosphere, blog to share information about their company and industry. Their primary purpose is to gain professional recognition and attract new customers.If this isn’t your primary purpose for blogging, you probably shouldn’t have a small business blog.
2. Blogging is hard work. It involves planning, research, good communications skills, creativity, a reasonable knowledge of SEO techniques, and general marketing know-how. You need to keep a regular schedule and provide content that makes sense and is valuable to the person reading it. If you’re not sure if you can commit to all of this, think twice about starting a business blog. At the very least, discuss some planning techniques with a professional.
3. Some entrepreneurs, especially small business owners, don’t really see the value of blogging and can’t imagine there’s any real ROI to it.
Yet they’re willing to plunk down hundreds or even thousands of dollars every year to post a business card-sized ad in a local newspaper.
An excellent blog written by a professional small business blogging service can give you far more ongoing exposure than a newspaper ad, and at a fraction of the cost. If the first two points apply to you and you’re not able to pay for a professional small business blogging service, then you might want to wait before starting a business blog.
4. Some industries are highly regulated (e.g. funeral homes, financial services companies, insurance companies, etc.). If yours is one, you may not be allowed to blog independently or at least not without the help of a lawyer. Given the compliance violation risks and higher costs involved, you likely don’t need a blog.
5. If you can’t hold your tongue (or rather your keyboard) and your temper, you probably don’t need a blog. There are real risks of libel when you’re writing content that’s freely available online. Trashing another company or blogging about an annoying customer, revealing another company’s trade secrets, and so on, can bring real, serious, legal consequences, not to mention permanently and irreparably damaging your reputation. Here’s one small business owner who lost her temper and went too far after a customer’s online review of her restaurant: www.cbc.ca. Bottom line: If you don’t understand the concept of libel, hire a professional or don’t blog.
6. Some companies will definitely get more value and customer engagement from social media platforms rather than blogging. A lively restaurant or nightclub might get more benefit from fast and responsive tweeting than from a blog, for example. Companies that specialize in content marketing through social media like Facebook, Twitter, etc., can help you get the most out of the high engagement interactions that these platforms offer. If you need rapid, high customer engagement, you probably don’t need a blog.
7. A related issue is companies who need fast turnaround time in their customer interactions. Some businesses can lose sales if their customers and the business owners don’t have information quickly enough, especially when selling solely online. If you need real-time interaction with customers, you probably need social media platforms more than you need a blog.
So clearly blogging isn’t for every small business. Now, to be sure, most of these points don’t represent reasons not to have a blog at all. You could very well use both blogging and social media in your content marketing efforts, with blogging playing a minor or secondary role. Social media platforms absolutely can be more effective (and safer) than blogs in certain circumstances.
The flip-side is that if you do have a blog and it’s not very well written or its irregular in terms of posting articles, you could actually end up doing more damage to your business reputation than good. People judge you and your business by the content you provide. You’re not trying to be Hemingway or Nietzsche, you’re just trying to be a good, solid, reliable source of information about your company and your industry. You don’t need to be profound, just memorable.Blogging Tips comment below, or link to this permanent URL from your own site.