Blogging for business. What’s all the fuss about?
If you’ve spent any time online recently, you’ll know that business blogs are everywhere. Your friends and associates are sharing blogs in their social media links, your competitors are posting blogs as a form of advertising, and you’re even reading a blog right now.
Blogs are no longer just an opportunity for individuals to verbalise their personal thoughts and feelings on an open platform; blogging is now an integral part of a much larger digital marketing machine. With the internet removing all limits on connection opportunities, the growth of businesses using blogs as a marketing tool is expanding quite literally, as you read.
But what’s all the fuss about?
Why do businesses just like yours need to make a commitment to regular blogging – or risk forfeiting their piece of the marketing pie?
If you’re not regularly blogging on your business website, here are eight reasons you should be:
1. Blogs showcase your experience
Your business blog is the ideal platform to talk about your training, skills, and individual experience in your industry. Blogs are where your passion for your business can come alive as you write about things that you don’t get the chance to share with your audience through your website copy or short social media posts.
Enlist the help of your team to brainstorm ideas for blogs that will help potential customers
Not only can business owners and managers be the ones blogging (or sharing ideas for blogs with their SEO person/copywriter) your team can also be involved in the process to provide unique points of view and gather ideas for some of the frequently asked questions from customers that could be answered in a blog post.
2. Blogs help you build a relationship with your prospective clients and customers
People buy from people they know, like and trust.
It’s pivotal to your success that your personality shines through all your sales and marketing campaigns and that people learn, not just what you do, but also why you do it. Blogging is the most efficient way to give your business the human side it needs to connect with your audience. Blogs can be posted at a frequency that suits your audience, so they have ample opportunity to get to know your personality without feeling bombarded by content.
3. Blogs give you a point of difference from your competitorS
Regardless of your product or service, every single business has at least one significant point of difference. Blogs are your opportunity to show your existing and potential clients how you’re different and tell them what you can offer that nobody else can..
Use your blog to highlight your point of difference from others in your field
4. Blogs provide value to your ideal audience
Your audience already wants or needs your product or service which is why they’re on your site in the first place. Blogs are an excellent medium to spark their interest further and provide useful and relevant information which they can utilise themselves. Blogs allow you to empower your audience by educating them with skills or information through ‘how-to’ guides, or by explaining more about how you can help them. The more value you can provide your audience, the more likely they are to buy from you when they have a need for what you’re offering
5. Blogs show Google and other search engines that your site is relevant and authoritative
Google rewards sites that update their content regularly and may prioritise a frequently updated website over one whose content hasn’t been revised in a long time. The more regularly your content is updated, the more unique material the Googlebots have to find which will keep them coming back to search for more.
For new websites, it’s especially important to keep momentum with content creation. There is no such thing as a static website if you really want your site to be found. To do so you need to deserve to be found, and the simplest way to do that is to keep publishing good content using blog posts.
6. Blogs encourage people to stay on your site for longer
Good blogs increase the length of time people stay on your website, which is an indicator that your site meets the information needs of your audience.
If someone has clicked through to your site from a Google search, Google rewards the length of time they remain there because it shows that your content is relevant to the search query. Not only does this help you reach your SEO goals faster, keeping people on your site for longer also maximises your potential for sales as it’s where your product information and call to action buttons reside.
7. Blogs increase your chance to go viral
When you provide your audience with a regular stream of fresh, unique and engaging content, you increase your opportunity to appear on the screens of internet users across the globe. Social media makes it easy for your audience to hit ‘like’ and ‘share’ on interesting and relevant blog posts which could potentially expose your business and brand to anyone in the world.
8. Blogs build trust between you and your audience
Consumers will always opt to give their money to businesses they can trust. Publishing regular blogs is an effective way for you to build credibility and create trust between your business and your target market. Having a strong online presence shows visitors to your site that you’re accessible and you’re committed to your business which makes them much more likely to buy from you.
Over to you...
Blogs should be an essential part of your online marketing plan. If you don’t have the time to write regular blogs, this is something that can be outsourced at a frequency that suits your audience and is in line with your goals. If you’d like to find out more about monthly SEO packages incorporating blog content, I’d love to hear from you.
Author - Maz Hancock
Maz is a SEO Specialist based on the Gold Coast and enjoys working closely with digital marketing teams and ambitious local business owners to implement SEO in a way that’s results-focused, simple and effective.