Not unless you'd enjoy writing it.
Not the sort of advice you'd expect from a blogger, copywriter or content manager?
Do I Need a Blog?When a (successful) owner of a jewelry business who has a great website and an active social media presence on Facebook, Twitter, Instagram and Pinterest asked me I thought she should have a blog, too, I said no.
Why? In my opinion, she doesn't need a blog, because the online "face" of her business was already attractive enough. And, because she's selling (nice, but inexpensive) jewelry - not home improvement services.
Think About it From the Buyer's PerspectiveIf you're in the market for a fence to corral your dog and/or kids, or considering buying new windows or siding, you're looking at a significant investment and there are a lot of options. A fence has a much longer buying cycle than a necklace.
That's why Invisible Fence has a blog, and Sterling Jewelers doesn't.
When you're looking to pick up a charm bracelet for a sweet 16 birthday gift, or even a nice pair of earrings for an anniversary present, how long are you going to spend considering your options?
You're going to go to a website (or two), look around, and make a purchase. Ergo, if you're selling jewelry for 16-year-olds, you probably should spend your time on something other than a blog (like rocking your social media posts and maximizing your profiles).
You Probably Need a Blog If......your buying cycle is fairly long
...you have a lot of direct competitors
...you have a truly unique or new product or service
...you have something to say about your business on a regular basis
Maybe You Shouldn't Call it A Blog, ThoughDo your customers really want to read your blog? Maybe they'd be more interested in Insights or Resources from you.
Alternatives to BloggingTo say 'you don't need a blog' flies in the face of a lot of general marketing advice for small and medium-sized businesses. And sometimes your small business will need to publish new content for your prospects and customers - content that doesn't fit in a tweet, or something that needs to last longer than the average Facebook post.
Good news: there are alternatives. Maybe the information belongs on your website's News or About Us page. Maybe it would be appropriate and useful if you created it as a Facebook note. Or a press release, or a brochure. (Which can live online too, you know - it's 2016 after all!) The point is, you don't need a blog just because the marketing content world says you need a blog.
It's your business. Do what works for you (and your customers)! As an article published by Entrepreneur stated so well, you don't want to create content just to have content. You want to create content based on consumer (and prospect) behavior.
If you value common sense marketing advice, and want help with your website, blog, social media accounts or any other business communications, I'm it. Get in touch, and we'll find out what you need, and the best way to make it work for you.