Blogging is arguably the most effective marketing tool in the world at the moment. Yet, many business owners don’t know what blogging really is.
Let me break it down for you.
A blog is simply a collection of blog posts. Blog posts are generally short-to-medium length articles which are ideal for sharing on social media.
Large and small companies across the world use blogs to share news and knowledge about their industry to gain customers, subscribers and authority within their field. It’s a great way to stand out from the crowd online.
In fact, this very website is a blog, and this very article is a blog post.
Why Does My Business Need a Blog?
Google recognises when your website is publishing good blog posts, and will slowly rank you higher in their results when people search for relevant terms.
Here’s an example:
If you own a baking company, and your publish a useful blog post titled, “How to bake Chocolate biscuits In 20 Minutes”, Google will soon start showing your blog post in its results when people search for things like, “How to bake Ginger Biscuits”.
The aim of constant blogging is to convince Google to show your blog post at the top of the first page whenever somebody searches for things to do with your industry, like those biscuits.
As well as getting you noticed by Google, blogging has many other “human” benefits.
Firstly, by showing off your industry knowledge via blog posts, your customers and website visitors will begin seeing you as an industry expert. Selling or providing something is one thing, but knowing it well enough to give out free advice shows expert knowledge.
That’s a massive trust builder.
Just Having A Website Isn’t Enough Anymore
In order to explain why you should have a blog for your business, allow me to explain what may happen if you don’t have a blog.
Put yourself in your customer’s shoes. You are visiting your own company’s website. What do you see?
Well, like most company websites, you will see a set number of pages that provides a limited amount of information.
Although they are useful, most of these pages (like your Services or About page for example) are fairly generic. To make matters worse, your company is likely operating within a highly saturated industry, competing against other similarly generic websites.
There’s no way for a customer to tell you apart from your competitors. Quite a bleak reality, really.
That’s where blogging comes in.
The Benefits of Blogging
By incorporating a blog into your company’s website, you will uncover many advantages. Here are the top five benefits of business blogging.
1. Generate More Web Traffic That Lead to More Sales
Running a blog allows you to attract web traffic. If one of your blog posts contains a certain set of keywords that people are typing into Google, your blog will eventually be found on Google’s search results, which people will click on.
By generating more traffic to your website, you are more likely to gain customers, subscribers and sales.
2. Promote Your Brand, Products & Services
A blog allows you to indirectly sell your services to your readers.
You can write a series of blog posts which relate to your services, while at the same time providing valuable information and answers to questions that your potential customers may type into Google. Also, by providing regular updates on your blog, you are constantly engaging your customers which will boost brand awareness and authority.
3. Look Like The Experts You Are
What you share on your company’s blog will relate to the industry that your business is in.
By publishing useful articles, tips and advice about your industry, customers will begin to see your company industry experts. So, your business will begin to gain the recognition that it deserves, simply by talking the talk.
4. Develop Strong Customer Relations
By maintaining and running a blog on your company’s website, you will get a chance to interact with your customers who post comments on your blog or share your posts on social media. This serves two benefits.
The first benefit is that you can develop strong customer relations in a relatively casual sense. secondly, you can gain direct customer feedback on any of your blog posts that relate to your products or services.
5. Build Your Mailing List
If your blog continuously delivers highly valuable information, then your readers are very likely to subscribe to your blog in order to hear from you again. Each subscriber you get, means another email in the bag. A potential customer’s email.
Once your mailing list starts to grow, you will be able to notify your readers with the latest updates from your blog or even tell them of the latest news and offers from your businesses.
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