That question keeps coming back – should you blog?

Business owners keep asking whether or not they should have a blog. They’ve heard of blogging, but they are not convinced it has any business benefits. Rightly, business owners need to know if their is a return on their investment in blogging; and it’s not just the costs of the technology – there’s time involved as well.

New data suggests a mixed picture. In one study around one in three women said they were influenced by a blog – it actually helped them make a buying decision. Interestingly around a third also said that blogs helped them decide not to purchase an item. The study also showed that half of people said blogs did not influence them one way or another. This is fascinating since the percentage of people who said they were influenced is greater than 50%, suggesting that people do not always answer surveys honestly. Or it could indicate that people are influenced by blogs but do not wish to admit it.

Blogs influence womenEither way, clearly people are influenced by blogs as part of their purchasing research. Hence, if your business is not blogging, you are missing out on a potential way of creating interest and promoting your sales amongst your readership.

Another report
shows us that two-thirds of people online read a blog post at least once during each month. And of these readers, the report shows us that 43% of them notice the adverts. This is a much higher proportion than for many other forms of advertising – such as print adverts. It seems that the engagement with blogs makes people more aware, rather than less aware. However, the advertising needs to be highly specifically targeted to the topic of the blog.

Blogging, therefore, is proving successful. Your readers can be helped to make purchasing decisions. And if you are selling keyword related advertising, it is more likely to make you some money by appearing on a blog, than on a similar web page.

But more important than any of this – blogging makes your web site seem “current”. People dislike old, static web sites. They expect your web site to be constantly updated and different on each visit. Blogging allows you to do that and hence provides you with a quick and cost effective way of engaging your audience because they feel your site is fresh on each visit.

And we haven’t even begun to consider the search engine benefits of blogging. There is no question. So if you are asking “should I blog?” change it to “When will I start blogging?”. It’s not if, it’s when.

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

man searching
Internet Marketing Articles

Can you find what you are looking for?

If you want to increase your sales, your business needs to make it easy to find everything. That means reviewing how your web search works. It suggests you might need to reconsider the navigation structure of your website. It might even mean you need to distribute your content away from your site and have it on a variety of different platforms.

Read More »
Empty football stadium with no supporters
Internet Psychology

How well supported are you at work?

Yesterday I was transported back in time. I haven’t discovered time travel. Instead, my mind quickly flipped back to a meeting about three years ago that involved the same group of people. I noticed how

Read More »
Man using digital technology
Internet Psychology

Are you obsessed with digital?

Being obsessed with digital could take you away from old-school technologies that do the job better. Yet, avoiding technological change can cost your business dearly. How can you get the balance right?

Read More »