In this world where consumers and businesses are evolving to be ever more digital, how you advertise or display your services online can make or break your chances of success. After all, you wouldn’t fail to make a website and you’d be a fool to completely ignore a social media presence. You can even say that you’ll be negligent to disregard creating a business blog. With so many tools available out there, creating a company blog has never been easier. Almost all self-built websites from the likes of WordPress to Squarespace have their own blogging features, while sites privately developed can have these added by requesting it from your developer. There isn’t any excuse for you not to be doing it and here are some pivotal reasons as to why your business needs a blog.
For your blog to have any level of success you’ll want to be doing one simple task. Answering questions. Most people searching for quick fixes or ‘how to’ guides start with a search on Google or Bing. You need to be looking at positioning yourself as high up the rankings as possible to ensure you’re reaching a relevant audience. To do this successfully you should be anticipating what your audience may be asking. You can run a few simple Google searches yourself to see what sort of questions are most popular. This will also allow you to see what hasn’t been answered and fill that gap with a bespoke piece of content.
Once you have hooked them in, all you’ll need to do is keep them, and a great way to do this is to link your blog to others you have written, that might help the user answer other similar or related questions they may have.
Besides just offering your target audience a place to learn new information, you’ll also be looking at showing them that your brand is a specialist in this field. The more blogs and topics you’re able to write about, the more you’re then able to demonstrate your expertise. If you’re going to grow and maintain an upward trend then a blog is a great way to increase your brand trust within an audience that you know are interested in your services/products.
Whether you are in finance or the arts or anything in-between, you can become a thought leader in your industry. Using a blog to share, express and convey your expertise is a great way to connect with your audience and by doing so you will increase your brand awareness and credibility.
The difficulty many businesses face is that Google (and other search engines) like websites which are updated regularly. But how exactly can this be done once you have the perfect site and your prices/services remain the same indefinitely? Writing a regular blog is how. Keeping the rhythm of pushing out blogs and publishing them to your site gives Google more reason to crawl your site looking for new and pertinent content. Based on its findings it will then determine how far up the rankings you should be placed. A blog won’t be the only answer, but that coupled with good SEO practices and a well written and structured website will go a long way.
What Google is looking at is how relevant you are, how reliable and how useful you are going to be to its users. Google doesn’t actually care about who you are or what you do, for them, it’s all about the person searching. This is where it is important to link your blogs to the source material and keep them well written. Make sure you have relevant meta descriptions and titles for the blog and that your content in relevant to your headings. If you find this task daunting and struggle to write the blogs yourself you can always seek the support and help of a digital marketing professional to help you out.
As well as linking out to trusted sources you can encourage others to link their content to your article. This will happen naturally when you become more visible and have a larger audience. Until then you can try and do this through outreach, Guest Blogging and engaging directly with people on social media.Did you know blogging is a fantastic tool to increase your website ranking?Click To Tweet
It Helps to Diversify your Customer Base
A blog is a fantastic way to introduce your brand to people who otherwise may not have heard of you before. Whether you are a locally based business or operate solely online, through the use of effective blog content, you can expand your reach to a limitless audience. If you are smart about it you can do your keyword research and sculpt your blog to be more likely to appear in certain searches which can be great when targeting users of local dialects or from particular regions.
There’s a common misconception that business believe blogging is giving away knowledge and secrets to customers they’d rather charge for. Remember that you’re not giving anything away for free. When a customer reads your blog posts you are increasing your brand awareness, trust and credibility. The person reading your blog today may not call you up straight away, but when they need the services/products that you provide, your name will be at the forefront of their thinking. Even if they don’t call they are likely to tell a friend who is looking for help and this friend may come down or check out your blogs for themselves and repeat the cycle. By helping answer someone question now will bring you rewards further down the line.
Unlike other forms of marketing, blogging is essentially cost free and without limitations. You can really go to town on how much or how little you put into your blog. If you want to write a 5000 word review on the benefits of a certain product nobody is going to stop you – whether or not someone will read 5000 words is another conversation to be had. The fact of the matter is you are free to find what works best for you and develop that. The only investment you’ll be making is the time it takes to write your blog.
The overall benefits of a blog go beyond just the measurable results and to think it doesn’t cost you anything to produce, it could potentially be the most cost-effective asset you have at your disposal.
It’s Great to Attract People Unsure of what Exactly they need
While you may be sitting nice and high in the Search Engine Results Pages (SERPs), I can bet you that you are ranking mainly for specific keywords which relate directly to your business and services. While this is ideal in the scenario where a customer knows what they are looking for and you have targeted the right words, it’s not uncommon that the average consumer perhaps isn’t sure what they want.
Blogs can be a highly effective way to hook in the people searching for broader terms and to convince them to consider a solution to a problem they hadn’t realised they were experiencing. For example this technique would work well for people who undertake a task the hard/manual way when there is a tool available to make it easier, more accurate and reliable.
Once your blog becomes more established and you are considered a trusted source of knowledge you can begin to incorporate third parties into your blog. There are a few ways in which you can do this and one of them is guest blogging. Some guest bloggers will want to sell you a blog you can then publish, there are those who will actually pay you to feature one of theirs and of course some who do it for free. However you decide and arrange to publish someone else’s blog the outcome is still the same. It gives you a heightened sense of respect and expertise to have other writers contribute to your blog.
Not only does it give your readers a different perspective and voice to read, it can also allow you to invite industry experts and figures to write for you. This is a great tool and platform for them to get their voices heard and for you to reach wider and more extensive networks of readers. When inviting guest bloggers in just remember that you don’t have to publish every submission. You can afford to be picky to find the right tone, style and content to fit your blog.
The potential for your blog to drive success to your brand is huge and shouldn’t be overlooked. As time goes on you will refine your style, technique and writing habits to make this even more effortless and natural. By providing your audience with an alternative use for your website other than selling, you’re gaining their trust and enhancing that all-important brand trust. It’s not going to happen overnight but the effects won’t take long to show either. Everybody has it in them to learn these skills and if you need a little help along the way there’s no shame in seeking it out. There are even blogs out there on how to blog.
If you enjoyed this piece on why you need a business blog please feel free to let us know in the comments below. If you need any assistance or guidance on writing content for your blog and how to SEO your site make better use of blogs please feel free to get in touch.