Does your company need a blog?

Drive-thru:

  • Blogs have benefits, but not all companies need one.
  • Whether you need a construction blog depends on your specialty.
  • There are alternatives to blogging that can help you gain exposure for your company.

You’ve heard that blogging is the secret to increasing business and cementing your status as an expert. Every time you hear about a colleague or competitor blogging, you can’t help but feel like you’re missing out on a big opportunity.

But are you?

Does your construction company really need a blog? Or would you be better served putting your time and money into another method of increasing business—like building your referral network or drumming up online reviews?

Benefits of blogging

Blogging does have its pros. It can get customers excited about what you have to offer and act as a lead generation tool. If you write the blog posts yourself, it’s an inexpensive means of advertising your company and its offerings.

Blogs also give you the opportunity to show off your expertise. For instance, is your company LEED-certified, and have you worked on some impressive green projects? Maybe your business specializes in high-quality, hand-crafted front doors, or you have a master welder on staff who’s a magician with metal.

Or perhaps you have a fast-paced home repair business, like Mason Ruppel, president of Builders Service Company. His company offers exterior home improvement materials and services, including gutters, siding, windows, roofs, and decks.

“Blogging can be a great tool for construction companies, if business owners blog with thought and purpose,” says Ruppel.

A lot of Ruppel’s business is in home siding and windows. He decided that he didn’t have enough new information in this area to share with readers week after week.

Ruppel decided not to start blogging for a variety of reasons, but only after asking himself the following questions.

Questions to ask before starting a blog

1. Is your product or service offering worthy of blogging?

“You might think that your blog will solve the world’s problems, one project at a time, but are people going to agree?” asks Ruppel. “Can readers learn anything from your blog that can help them without a professional’s guidance? For instance, can the blog post save them money? Can it make them feel safer?”

A lot of Ruppel’s business is in home siding and windows. He decided that he didn’t have enough new information in this area to share with readers week after week. On the other hand, if your company can share new ideas, blogging might be a great idea.

“Say you’re in the painting sector of home improvement,” he says. “You could share different application techniques and coloring concepts and pairings. Readers of your blog are likely to appreciate your efforts to educate them and may respond by asking for your assistance.”

2. Do you have time and plenty of ideas or concepts?

Blogging takes some time and thought. Writing on a regular basis requires a steady flow of ideas and concepts. You also need adequate time and energy to put those thoughts into coherent, engaging blog posts.

“Having a stale or non-populated blog can actually be worse than having no blog at all,” adds Ruppel. “Google and visitors don’t like it when you write a few blog posts and then abandon the blog for months or years on end.”

3. Is there a ROI (return on investment)?

“All successful business owners assess and take advantage of ROI,” says Ruppel. “Will you get more web traffic, more sales leads and/or more calls from blogging? If you don’t see a clear potential return, it’s probably not worth your time.”

Take advantage of your website

Oftentimes, simply sprucing up your website is the best way to increase visibility for your company.

“If you want to showcase what your company can do, add a ‘Look at our work’ section on your website,” suggests Ruppel. “When you’re doing something no one else offers, feature that on the homepage. Share specials on social media. There are plenty of ways in today’s digital world to speak to consumers without a blog.”

On the other hand, if you feel pumped to share about your company and its unique offerings three or more times a month, go ahead and start blogging.

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