Every year, you will hear business owners saying things like “blogging is dead”, “no one spends time on reading”, and “social media advertising is better than writing blogs”. But year after year, blogs continue to drive consumers looking for answers to websites that convert readers into customers.
In short, blogging just works.
In today’s time, you will hardly find a business without a website. That being said, having a website doesn’t necessarily mean you have more authority or information to make you stand out from the competition.
While big companies typically have a good content strategy in place, it’s just as important for small businesses to start blogging. Starting a company blog can be compared to discovering a hidden gold mine.
Below are some compelling reasons to start blogging to drive more organic traffic to your business’s website:
1. Blogging Keeps You in Touch with Your Audience
Let’s get real – beyond your company website, blogging is a great tool to push out fresh content for your audience to keep them engaged and informed. While the website is a very formal approach, a blog can provide you with more flexibility in terms of showing what your company is all about.
Consider the blogs as a direct message that you are sending out to your current or potential customer base. This way you can directly talk to your audience about your products and services, share industry news or trends and answer questions that your audience might be looking for. A blog helps develop strong authority and credibility around your brand and, eventually, increase the number of conversions.
2. Set Yourself Up as An Expert
When you blog on your website, you can set yourself up as an expert in your field.
Own an HVAC business? You can start a blog with posts answering questions of consumers looking to buy a furnace, and/or someone who wants to know “How to choose an air conditioner?”.
Whatever your industry, you can start creating blog posts that translate the industry news into readable material for your consumer. This way you will help them stay updated with trends and impact their purchasing choices.
If you’re a company that sells mattresses, you should start by creating blog posts that answer questions like “Does a mattress affect the sleep cycle?” or “Different types of mattresses and their benefits.”
Above all, genuinely help your readers by giving them expert advice to help build trust for your company and bring in more leads.
3. Keeps you on good terms with SEO
If you’re not on good terms with Google and its algorithms, then there are high chance that people will not see your business on the search engine results page (SERP) no matter how great your product or service is.
Should you be concerned about not ranking on top of the SERP? Yes!
Can blogging help increase your search engine ranking? Yes!
First, a blog allows you to write posts that help rank your site through keyword optimization, internal linking and building quality backlinks.
For example, a mattress business website might already be ranking for keywords like “foam mattress”, “king-size mattress” etc. but, writing a blog post on topics like “best mattress for sleeping” or “which mattress to buy for kids” will help optimize your website for different keywords that will attract different audiences. People may not be looking to buy a king-size mattress but they are looking for an answer to “which mattress to buy for children.” If you successfully answer this question, then the same people may decide to buy a mattress after reading your expert advice on the blog.
Writing blogs will help your audience by answering their questions and providing them with relevant information. It will also give more content for Google bots to crawl and eventually improve your ranking on the SERP.
4. Connect With Your Audience
Your blogs should ideally bring in a new audience to your website. With new readers flocking to your well-written and informative blogs, you might want to convert some of those readers into consumers.
Engaging with your audience will help you get to know your audience better through comments and feedback. This will help build trust and authority in your brand and will eventually bring in referrals through the sharing of content on social media.
In the end, having a business blog not only provides a strong foundation for your overall marketing strategy but it is also a great way to share ideas, engage with the audience and build a strong community of like-minded audiences.
If you need help getting started, then feel free to connect with us and we will be glad to help you move in the right direction.