I know. I know. You are probably thinking, is this guy crazy? Does he even understand what he is talking?
Does he even realize that business blogs drives free traffic, improves SEO, helps communicate with potential clients and brings new sales?
Yes, I fully understand that, and I totally agree with it most of the time.
I am a big fan of blogging for many years. I admire the possibilities it provides. Blogging not only helps develop your business, but it also gives you an opportunity to meet new people and even help them learn something new.
Not so long ago, I even managed to point out 50 reasons why you should start blogging.
However, when talking about business blogs, you should be very careful deciding whether it is worth your efforts or not. With no doubt, a well-developed blog could provide a huge impact to your business:
- It can drive additional traffic to your main website
- It allows you to build a community around your business
- It helps improve your SEO results
- It gives more insight about your audience
- It helps you acquire more clients
And, if you want to know more about the benefits a good blog provides, you can also read an article by Neil Patel – “Why Every Business Should Blog”.
As you can see, blogging can be a dominant marketing strategy for your business.
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Continuously updated with valuable and unique content it could have a remarkable impact on your sales results.
Everything sounds very compelling, and it looks like there shouldn’t be any doubts why companies would not need a blog.
But the truth is that in reality everything is a bit different. Business blogs are entirely different from personal blogs.
As a person, you might have many reasons to start blogging. Maybe you just want to express your thoughts and feelings; maybe you want to meet new people and make connections no matter where your audience lives.
But when we talk about business blogs, it is all about targeting the correct audience and bringing more sales to your company.
That’s when you need to consider very carefully if blogging could provide the required results to your business.
Every mistake in a business might cost you lots of money, so before making any decisions you must reconsider all the advantages and disadvantages it provides.
Let’s try to walk through situations when it might be dangerous to start a business blog.
Your budget is very limited, and you don’t have enough manpower
No matter what other people say about blogging, it is a very time-consuming activity. You will have to spend hours every day writing, editing and promoting your posts.
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If you are the owner of a small company, you probably have many other important responsibilities that require even more of your time. Not enough time to work on your blog content means low-quality articles.
Low-quality articles mean bad reputation. And, that means your blog marketing strategy could be only a waste of time. Of course, you can assign this task to your employees (if you have).
But, if your company has only 1-5 employees, then they might be overloaded with work just like you. In that case, the only solution left for you is to hire a person who could take care of your blog.
However, it will require a decent budget that you might not have.
Think carefully before jumping into blogging. Be sure that you have enough time for this strategy. And, if you won’t have enough time, be certain that you can afford to hire someone to develop the blog for you.
Otherwise, you should better skip it.
You have a local business, and all your audience is situated in a small radius area around you
Let’s imagine the situation. You have a small restaurant. Your primary clientele is in a 20-30 km radius. Any other people outside this radius are not so important to your business because 90% of your income is exactly from this audience.
If you start a blog, you can’t be sure you will be able to reach your main audience. It might even be impossible to reach your potential customers through blogging, or it might require a massive investment.
And, traffic from other regions is not important for you. You will dedicate most of your time blogging and spend thousands for development and promotion, but all you will be able to reach is only a small part of that distinguished audience.
It is not worth your efforts to take such a high risk. There are much better marketing channels that allow you to reach the audience by a certain region (Facebook, Google AdWords, etc.).
You should probably concentrate your budget on different tactics that are more suitable for a local business.
Your product is very specific, and only a few people understand about it
This one is not so easy to explain. But imagine that your business is offering technologically very complex product or service and only people with a particular scientific education understand its functionality.
Usually, the potential customers of this product/service are governments or high-tech companies. They are not affected by advertising; they do not read business blogs and often they do not search for sellers by themselves.
They just announce a public contest and then choose one company with the best offer.
Maybe it is not the best illustration, but it will help you understand better. For example, companies that are building nuclear plants fall into this category. Their main buyers are governments that are never influenced by any advertising efforts or any other marketing strategies.
If such company would create a blog, it will not attract any buyer because almost no one will be reading it. Or the ones that will be reading won’t buy anything. Totally a waste of time and money.
Your audience is just not using the internet
This is probably the most obvious one. If most of your potential buyers are not using the internet, then why should you blog at all? You will waste your time and budget for nothing. That’s why you must know your potential audience very well.
You need to find out their basic habits, usual behavior and where you can find them. For example, some people are not very good with technology. Instead of using computers they prefer to read newspapers and spend most of the time watching TV or going outside.
Or maybe you are targeting the audience with very low income, regions where a big part of people just cannot afford to have a computer with the internet?
You always need to pay attention to your audience and choose only those marketing channels that will definitely reach the potential customer.
Business blogs are not always about SEO
Many companies create business blogs only for one reason – improve their SEO results. However, there are cases when potential organic search traffic is very low due to a very specific niche, high product price or simply this kind of product is totally new in the market.
In that case the search volume for relevant keywords are very low and there is almost no competition. Of course, you can invest money in blogging to rank high in search engines by these keywords and get that low, but maybe profitable traffic to your website.
But even if the competition is low it will take time and money to rank high. So, maybe you should reconsider different techniques to get this traffic. For example, maybe Google AdWords and Bing Ads are a much cheaper and more effective solutions.
The price for each keyword is very low and you will instantly appear at the top of search engines. Isn’t this a better solution?
However, if your blogging strategy is not only for SEO, but also a part of customer service, social media strategy and an authority building, then you should definitely go for blogging.
This is the list you should always walk through before starting a blog for your company. If at least one of these situations applies to you, then you should definitely reconsider if blogging is the best marketing strategy for your business.
There might be many more techniques that could help you reach the audience and drive sales more effectively.
Do you know any more cases when company blog is not the best solution for your business?