Why would a business pass up a virtually free way to bring in new customers? Any business owner or executive should cringe at the thought of this, but research indicates that many are letting just such an opportunity pass by.
An interesting study was just published from a web hosting company in Britain. Even though the study is from Europe, the findings are very consistent with the experiences we’ve had here at RisingLine. About half of the 2,300 small to medium businesses surveyed said they really liked the idea of using a blog on their site to increase traffic, but only about 3 percent actually plan on starting a blog in the near future. This is odd behavior given the irrefutable evidence that consumers are increasingly flocking to consult blog sites before making purchase decisions. Blogs are no longer esoteric, they have grown to number 54 million (according to Technorati), with 75,000 new ones being created each day.
It really should be a no brainier. Blogs provide an easy method for businesses to develop rapport with their current clientele and create a like-minded online community that attracts prospects that are the most desirable clientele. Blogs allow non-technical business owners and executives to take control of their website without the assistance and delay of an IT professional, and to publish more authentic (and therefore believable) content for their site visitors.
Based on this study, it seems that a large percentage of business owners do realize the benefits…at least on some level, so the question is why is such a tiny percentage actually acting on the opportunity? The survey showed exactly what we hear everyday…the business executive has no time to blog. Here are the three reasons why this exuse is not justifiable:
- It doesn’t take that much time. You don’t have to write a polished article…in fact it’s often better not to. Just provide concise and valuable insight, maybe a comment on a news item, for your target client. Here’s how: keep up to date on the most relevant topics using Google Alerts, write a few sentences in your own words of why a certain news item is important, and post it.
- You’ll Work smarter not harder. By spending 10 minutes each week to develop an online community of high value clients and prospects you’re ROTI (Return on Time Investment) can be exponentially higher than many other low-value activities you most likely engage in. You’re building a community of customer evangelists who will start driving highly qualified prospects to your business. Recycle 10 minutes of your time each week and blog! Set a reoccurring Outlook appointment to post to your blog the same time every week.
- You’ll gain a better strategic perspective for managing your business.
By taking a few minutes each week to watch the trends in your industry, you’ll keep on the cutting edge of your market, mature into a trusted advisor, and gain more credibility with your clientele…not just on your blog but in all your interactions with them.