Does blogging drive business?

Boozy lunch last weekend with an old friend who is just dipping a toe into online promotion for his construction business.  He’s getting his first website up and running soon and is thinking about a blog – though he’s not really sure why he might need one.  My answer to the question – so why have you got  a blog? –  may not have helped:

  • I enjoy writing it – especially now I’ve been writing for a while and there’s an archive of stuff to look back on.  I don’t feel as strongly about writing as Caitlin Moran, who confesses to salivating at the thought of sitting at the keyboard, but it’s definitely in my top five list of favourite things to do.
  • It acts as a shop window for me.  Part of what I offer clients is my ability as a copywriter, the blog lets them see me in action, writing on lots of different subjects.
  • It gives me a space to think.  It’s somewhere to gather advice and information about business and my particular sector, weight it up and tease issues into shape in my head through the process of writing about them (there are lots of posts which have been deleted unpublished because I realised half way through that I was barking up entirely the wrong tree).

I think having the blog helps my business enormously – although none of the reasons I do it are directly aimed at increasing turnover.  There are lots of other ways of driving business online.  I’m tempted to agree with whoever it was who said that if you blog you do it for yourself.  If anyone else reads it, it’s a bonus.

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