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Top Ten Reasons Why Start Up Companies Need to Blog

| July 21, 2013 | 24 Comments

mocha-dad-shakespeare-blog-cartoonBlogging is extremely valuable to a company’s success, even if it’s a start-up. Most new companies have very scarce marketing budgets. This is largely due to the fact that many choose to direct resources towards quality control, ensuring their products and services are ready for the market.

Business blogs are very easy to manage. And, to top it off, blogging is relatively affordable, and in some cases free, form of small business marketing. As long as you’re knowledgeable and passionate about your industry niche, you can have a successful business blog. That’s what makes blogging such an efficient marketing tool for start-ups.

What is the most important resource needed for your company to be successful? You need customers. But, with so many competitors in your field, how will people learn just how amazing your solutions are? Most startups would probably answer, “our company website.” Yet, if no one knows your website exists, you’ll never make those online sales you’ve been expecting.

So, how do you get the word out about your website and your solutions? A business blog gives your start-up the opportunity to engage your target audience. Using your blog to educate your potential customers on the ins-and-outs of your industry, niche, field, products and services lures them into your blog. The more you educate, the more they’ll visit your blog and read and your informative posts. In time, they’ll begin to trust your industry knowledge and experience. Soon, they’ll view you as an expert in your industry… an expert whom they trust to recommend products and services that will make their lives easier.

10 Reasons All Start-Ups Need to Blog

So, exactly how can blogging help your start-up company succeed? Why do experts insist that you need to start blogging immediately? Well, here are the top 10 reasons why your start-up business needs to be blogging as part of your online marketing strategy:

1. Spread the Word

As noted above, blogging is an extremely affordable way to spread the word about your products and services. Blogging can be a bit time consuming. However, that’s only because it’s vitally important that you blog about valuable topics. Your informative posts will help to lure people in, to visit your blog. Then, you have their full-attention to inform them of how your solutions can help solve problems they’re having. This is the type of information your blog visitors are more likely to share with their social media networks.

2. Thought Leadership

Show your audience that you’re aware of issues and developments related to your niche. How can you accomplish this? Educate your audience about market news, and add your industry leader voice to online discussions. This is a great way to establish a loyal audience, who will return to your blog regularly for more content.

3. Engage Target Audience Even Before Start-Up Date

Many start-up companies make the mistake of using their blog to announce that they’ll be open for business soon.  This is okay, as long as this is not the only content on your business blog. It may takes months for you to actually start business operations. In the meantime, your audience has forgotten all about you and your start-up date.

Instead, provide your audience with content that will entice them to keep coming back for more substance. Even before you launch, you should be keeping your target audience engaged. Remaining silent until your start-up date simply will not due.

4. Helps You Discover Who and Where Your Target Market Is

When start-up companies develop new products and innovative services, most have an idea of who their target market is. However, when it comes down to content marketing, this may change a bit. Blogging helps businesses understand exactly who’s interested in their solutions, industry and market.

Blogging also helps you discover exactly where your market is located online. In other words, a photography studio may find that most of their target audience enjoys actual images. Therefore, they’re probably more active on Pinterest and Instagram. This is done by analyzing your blog traffic, incoming and outgoing.

5. Higher Rankings on Google and Other Search Engines

Google rewards blogs that regularly publish high-quality, relevant content. Why? Because the goal is to provide searchers with links to sites that can actually answer their questions or provide solutions to their problems.

Research shows that 44% of all online consumers start their shopping experiences with search engines. (Interconnected World: Shopping and Personal Finance, 2012) Therefore, the more valuable content published on your blog, the better your chances of gaining traffic from search engines.

6. Create Valuable Backlinks

Backlinks can be valuable to any business blog. But, high-quality backlinks can be very effective for helping start-ups increase search engine rankings. Higher rankings mean showing up on the first pages of search results. This increases your chances of consumer click-thrus, which increases traffic to your blog. What are high-quality backlinks? These are links to and from authoritative websites and high ranking blogs related to your industry.

7. Industry Leadership

Many start-up companies don’t create blogs because they can’t decide what they should be blogging about. However, the answer to that is always right in front of you. The best topics to blog about are always those which the writer is passionate about. In the case of your start-up company, that would be your solutions, industry and anything related to it, such as your niche, or market. Keeping your target audience informed and educated about your industry creates a level of trust with them. They show their appreciation by engaging on your blog, and eventually, buying your solutions.

8. Improve Online Communication Skills

Practice makes perfect, even when it comes to blogging. The more you publish quality content, they better you’ll get at it. These new communication skills will trickle over into other inbound marketing efforts. Your e-newsletters, emails, sales letters, social media posts and other online marketing material will continue to evolve along with your great writing skills.

9. Earn Market Trust

As a start-up company, you’re pretty much the new kid on the blog. One of your biggest online marketing challenges will be to gain the trust of your target market. This will require building your brand’s online reputation. The best approach for accomplishing this is providing your target market with helpful content related to your niche. By educating your audience, you help to create a connection with them. This tells them that you care more about helping the solve their problems than simply getting them to buy your solutions. Consumers appreciate this non-salesy approach and trust companies who follow this policy on their blogs.

10. Reference Point for Others

Even as a start-up company, if you write about important topics you market actually cares about, your blog will succeed. In time, your blog will become a point of reference for others looking for news and other information about your industry. Soon, your blog’s search engine rankings will increase to levels that will set your site up as an authoritative blog. These blogs always rank high in search results. They also become very popular places for other industry leaders to interact with each other. This, in turn, also helps to provide more valuable content for your readers.

This article was written by Chad Goulde, a blogging expert for The Blog Builders. Want to reach more potential customers online? Learn more effective methods for communicating with your target market from TheBlogBuilders.com.

Image Credit: msagostino.com

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  • Moneymakerspy

    Start-ups must establish themselves as authority figures within their industry niche. Blogging is the most logical method of building a foundation for this. Consistent expression of thought leadership through the Blog is not only beneficial, but necessary in today’s markets.

  • Moneymakerspy

    Mostly stating the obvious here but understating in tip #7 as it should be the bulk of this article as depicted in an article I posted yesterday about thought leadership and becoming an authority figure in your niche industry http://wp.me/p3lkPd-gc

  • http://www.callbox.com.sg/ Jayden Chu

    Blogging creates awareness and will be also a helpful tool for lead generation. This will barely show your customers your expertise in the field and eventually trust your company and the deal is close with a ‘YES’ sign. How’s that. That’s the benefit of blogging. Wonderful piece. I’m looking forward to read more of your post.

  • Melissa Krivachek

    While I would agree that blogging is ideal for start-ups if it isn’t done on a consistent basis then consumers may have to dig deeper and credibility/trust may lack. I love the simplicity of this post, although it is general knowledge when applied correctly it can yield results professionally, and financially.

  • Mike Darche

    I definitely agree with the consistency issue. Startups that engage me with great blog content set my hopes high and cause me to expect more great content on a regular basis. This sounds really demanding, yes, but I think it’s just the way we have adapted to information on the web. If the company consistently puts up awesome posts, I’m all in for the cause. There’s a real human connection and trust that can lead to powerful evangelism.

  • Melissa Krivachek

    Mike I tend to have the same expectation and I don’t know if it’s as much the company as it is our generation. The consumption of information is increasing now more than ever and our need to want, have and be more is also increasing. There is no doubt though that a real human connection sets the foundation for the companies long term success. I think it’s amazing how some companies engage on multiple social media platforms while others are so busy worrying about themselves, their ideas, organization, the money and so much more they forget who they are there to serve and loose trust and credibility before momentum builds and unfortunately they get defeated and stop doing what they truly love.

  • http://www.shortcutblogging.com/ Dave Young

    Those startup CEOs are the very people who should be doing the blogging. The CEO thinks about the business night and day. Problem is, they often don’t have the time. We created a service to help with that. We create weekly posts based on interviews with the CEO. It’s better than ghostwriting because we pull the CEO’s own content out of his skull. It takes less than an hour a month. You can click on my profile to learn more.
    I can’t emphasize enough that it’s the CEO who should be doing the blogging…for all the reasons listed in this post.

  • Tyson Hartnett

    What are thoughts on quality vs. quantity? People say to blog at least once every week, but over time, the quality of what you are writing about will probably go down. there’s only so much information about your topic that you can write about, eventually it will probably all overlap.

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  • http://www.shortcutblogging.com/ Dave Young

    The more we get authentic content from the heart of the CEO or other Subject Matter Experts, the less we have to worry about every post being top quality. As visitors start following and getting to know a blogger, it becomes OK for them to have a more human voice and mix up the content now and then. Besides, some people like the fact-filled posts and some like good old stories. It’s the authenticity that must be consistent.

  • Andrea Francis

    One thing that I found challenging when being given the task “find where to blog for us” is the real difficulty with identifying which places to start guest blogging. There are the top blogs, which are near impossible to get published on without a good portfolio or a famous brand behind you. Then there’s all the rest, and you have to figure out: small, niche blog or larger general blog. There’s a whole lot of research that needs to be done to identify where best to spend your time blogging, or else you won’t be targeting the audience you need.

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  • http://www.internetbusinesspassion.com/ Ryan Cote

    I can very much agree with you on number three. Engaging your target audience before a business start up or new product release is a great way to keep customers’ excitement levels up and your companies name on peoples screens!

  • Guest

    Thanks-With mobile devices we have the ability to be social in every aspect of our lives. Social is key to the future of costumer relationship and the future of social is all about being mobile.

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