Can you run an equine business without a blog? Sure, but like using the 9th Century snaffle bit above, it will probably yield less-than-desirable results and may be painful for all involved.
If you have a website but your “Blog” tab is still hidden away out of use, you’re missing out on an incredible opportunity to reach more customers and grow your revenue, as well as become an authority in your equine niche.
Here are the top reasons why every equine business should have a blog:
A blog builds trust with your clients by letting them see your expertise and by giving your business a personal face.
The knowledge you share in a blog helps the world see you as an authority, and it can improve your status with people in the equine field who aren’t necessarily customer... yet. A blog that positions you as a thought leader might land you a great dressage judging gig or a new farriery client.
Blogging gives you perfect content to share on your social media accounts. Why retweet other people’s posts when you can offer your own?
Are you worried about overwhelming customers with sales-y stuff? Blogging allows you to promote your products and services in a more subtle way. If you educate consumers and provide something of value, people won't mind you doing a little push for your own business.
Blogging is also an ideal way to make announcements about new products and changes in your business. You can share victories at your stables and keep a current list of horses for sale or rescue.
Having a blog on your website gives readers an excuse to visit your website more often.
A blog can help boost your search engine rankings, so potential customers find you more easily. And it appears that using fun new domain extensions like .horse, .coach, and .vet won't affect Google rankings at all.
If you’re interested in networking, blogging helps you connect with other industry leaders through guest and cross posting.
You can use the comments section of your blog to get feedback about your business and to have a dialogue with customers anywhere in the world. You'll learn more about what they really want and how you can meet those needs.
To direct people to areas of your website that they might overlook, you can use internal hyperlinks in your blog posts as guidance. Send readers to testimonials about your show jumping training results or your new piece of equine wearable tech.
Readers who like your blog content will share links to your website with their friends and colleagues, providing you with the kind of organic traffic businesses crave.
Are you in a competitive market? Blogging is a way to further distinguish yourself from the crowd. A good blog will help you tell your story and let others see how your equine business is unique.
Vets, farriers, health practitioners, trainers, and retailers: a blog is an easy place to present case studies, so clients can see how effective your products or services are. Case studies are like testimonials but longer, and they provide an opportunity to draw clients in and get them emotionally invested.
You can collect an email list from regular blog readers, which you can then use to promote events and make announcements.
Blogging is much less expensive than traditional advertising; it's still quite cost effective even if you hire someone to write posts for you.
Blogging is another way to cement your brand in the eyes of consumers, so they have a clear idea of not just what you do but your mission and business philosophy.