Twitter. LinkedIn Pulse or Influencer self-published articles. Facebook posts. Keeping up with all that has begun to be a burden for many Baby Boomer entrepreneurs. Then, some social media marketing expert comes along and tells them they have to start a blog.
There are no absolute right answers when it comes to social media marketing.
Some entrepreneurs found Facebook is effective. Have stuck to that. And haven't bothered with other platforms such as Twitter.
Others have discovered through trial and error that they better do a little of it all and a lot more of what is proving to bring in business.
Essentially, it's smart to have a blog. Here are 4 reasons why:
It's expected. Its absence could send a signal that you're not pulling out all stops to connect.
It provides links you can repurpose. Once you have that link from the blog post you can leverage it for just about anything. Those anythings could be material for an email blast or to be included in your Media Center on your website. In addition, media pay attention to media. It's easier to pitch a story to a reporter with a link embedded. Your blog gives you that link.
It's part of your brand. If you're good at blogging it can become your signature or brand. Lawyer Bill Marler of Marler Clark invested a lot of resources, including his time, in developing the go-to site for developments in the food safety. He now owns that niche in foodborne-diseases litigation.
It is the source for unique data. Based on traffic, comments and so on, your blog gives you just-in-time information about what's going on in your marketplace. Then it's up to you to use it.
Once you set up your blog, you have to learn how to maximize the role it can serve in attracting new business and preventing customer/client churn. That comes with practice. You have to get in there and make a commitment to figure out how to turn blogging into a marketing tool with a big payoff.