When I give my spiel about being a copywriter and mention that I write blog posts for businesses, I often get this response:
I need your help! I want to start a blog and don’t know where to start!
And my response is always “Why?”
This generally takes people aback. Usually, after a shocked pause, they respond with “[FAMOUS SUCCESSFUL PERSON] mentioned that the way they were able to get more clients/more money was by starting a blog.”
Do I think a blog can be beneficial for your business? Absolutely
Do I think a blog is the best place to start? For some businesses, yes, but not necessarily for all.
In many cases, particularly with newer businesses, it’s more important to establish regular communication with your clientele. If you don’t have a regular email newsletter with news from your business, if you don’t have an interactive social media following, if you don’t have regular visitors to your website, then writing blog posts is not the best use of your time.
An email newsletter, however, is a better place to start for many reasons, but here are a few:
- There’s less text, so less writing is involved.
- The format is more flexible so you can share everything that you’re doing, from events to podcasts to new products.
- There’s greater opportunity to share your passion for all your services and all your products, not just the one topic you’re limited to in a blog post.
Many of us have a list of people we can begin sending email newsletters to. And, if you don’t have a list, creating valuable free offers to get people to sign up for your mailing list will help that list grow.
After a quick opt-in email to everyone you know, you can begin sending regular (once or twice monthly) email newsletters with a brief update about what your business is up to—and there’s no worry about social media algorithms or whether people will click on your sponsored ad. What newsletters will do, however, is remind others of your existence and what you do.
Aside from spam filters, there is a guarantee that everyone you send an email to will see the email. If your audience knows your newsletter is quick and has some good information in it, there’s a greater chance they’ll open it.
Having said all that, here’s when you should start a blog:
- If you have a writing business or if you’re an author trying to market your book(s).
- If you want blogging to be your job.
- If you have an interactive social media following and/or if you have a regular email newsletter that you already send your clients.
If you fit one of these categories and you haven’t already signed up for my newsletter, then sign up now and get my free eBook: Short, Sweet, and Engaging: 8 Characteristics of Interesting Blog Posts.
Then, stay tuned. I’m working on a new online course on Blogging for Business that should be available next month.
Want to start a newsletter but don’t know where to start? I can help! Sign up for a free copywriting consultation and we can discuss how an email newsletter campaign can help your business.