Why does your business need a blog?

I've heard it a 100 times, and it's a great question.  Blogs are the "latest thing," but why does your business need one?

Truth be told, blogs are not always my first recommendation.  Many times I recommend other tactics before embarking on a blog marketing project; an email newsletter or a snappy refreshing of the website are sometimes the best places to start.  But that said, here are three reasons why a blog needs to at least be on your marketing radar.  The more these resonate with your business, the more a blog can help you:

• Blogs inform your customer
  • Your blog tells your customer more about your product/service, how to use it, how it's changing, how it affects their world.  And your blog invites their feedback.

• Blogs help keep your company top-of-mind
  
  • With new information posted (nearly) every day your customers have a reason to remember you, to visit you, to check your RSS feed.  And being top-of-mind is key to grabbing up-sells and referrals.
• Blogs help take price out of the discussion
  • There is always going to be someone with a lower price.  Always.  But the personal connection on a blog, the opportunity to build a relationship with a customer, builds loyalty and trust.  Go ahead, raise your prices, increase your margins.  It's possible.

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Comments

[Jeremiah Owyang]

One point that's important to me, is that now with blogs, customers can publish their voice for other customers to hear.

We know from research that customers prefer other customer opinions above all else.

As such, blogs are disruptive to business, and it can deflect a business that's not participating.

Companies should listen, and consider participating in the discussion before becoming irrelevant

This is just one point of many.