Why Should You Blog If You Run An Online Business?
If there’s one trend that shows no sign of slowing down in business, it’s blogging. Now that content is officially king to master the search engine algorithms and drive customers to you via the web, a blog needs to be a part of your business strategy.
If it’s not, you’re missing out on a valuable opportunity to establish relationships, canvas customer opinion and give your brand a personality that will help it stand out from the competition. If you’re not using this valuable tool for your business, you need to start this year.
Here is the how and why…
You Don’t Have to Be A Professional
Starting a blog is not remotely costly or time-consuming – in fact, the process is very simple and something even a novice can get up and running. You don’t need a web developer to get started. Simply chose a user-friendly platform like WordPress or HubSpot.
These are designed to be easy to use. Select a pre-designed template, or purchase one for a low cost that suits the brand of your business. Upload pictures and your logo to the header easily – no advanced graphics skills required! Using a service such as Canva makes this really simple, as the platform is designed to be really user-friendly even for those with little to no previous design experience.
Read my post here on setting up a profitable blog today!
Connect With Your Customers
There’s no better place to speak with your customers and encourage a productive dialogue than via your blog. People want to know that they’re dealing with someone they can trust – a human face and not a corporate machine, and your blog lets you show this.
You can also ask questions, which is ideal for encouraging feedback. What better forum to float a new idea for a product or service? Listening to the comments your customers left and responded to also encourages great service, and has the power to turn the people you deal with from customers into brand advocates. You can position your company as a thought leader in the sector you operate in, which can also lead to further media exposure.
Use your blog as a place to connect with your customers and provide them with more info and insight into your business and see the positive impact it has!
Boost Your SEO
If you want your company to be seen, it’s all about increasing your ranking on search engines, so that your website appears early on in the search results. To do that, you need a Search Engine Optimisation strategy – and that will lead you straight back to quality content.
You need to create fresh content regularly and a blog is a perfect platform to propel you to do that. It can also serve as the hub for all your other content marketing efforts via your social channels on Twitter, Facebook, Instagram and LinkedIn.
Blog postings about industry trends, the macro-environment and opinion pieces give you something to push out on those channels, and encourage interaction and networking.
SEO is really important, even if you solely run a blog – it’s a huge part of growing your blog traffic. It will have an impact that lasts longer than social media due to the fast-moving nature of platforms such as Twitter and Instagram.
Building Brand Confidence
Getting your blog up and running will build your own and other’s confidence in your brand. Whether you’re selling fresh coffee like 200 Degrees or next-generation electronics like Altium, showcasing your expertise and passion for what you do is always a winner.
Customers will begin to look to you as a reliable source for industry information and remember you when they want to buy. Sharing the story of your brand – what your philosophy is, who your employees are and what new ideas excite you – is extremely powerful for brand building. If a customer knows and likes what you stand for, they are far more likely to come to you.
Understand Your Audience
The other great boon of blogging for your business is all the analytics you suddenly gain access to. Using your blog metrics in combination with those from other parts of your site can give a strong and unique insight into customer behaviour and allows you to experiment.
Track what topics are the most popular and engaging and create more content around those. Include deep links to other areas of your site. Don’t make your blog overly focused on sales – remember, this is a chance to showcase your company personality, and no one wants to be that too-pushy friend – but where appropriate, link to products and services and monitor the impact that this has.
Knowing so much more about your customer will enable you to tailor their experience further and tie in with follow-up marketing. It creates a positive feedback loop where you can act on what you see and help to boost sales in real time.
Stay Ahead of the Curve
Blogging forces you to stay switched on and connected to all the latest trends in your sector – and this is a great thing. You can become re-inspired about why you’re doing what you are and take note of new developments that can inform your future business plans.
The process of having to proactively generate content compels you to get out there and be at the cutting-edge of what’s going on – and that in turn helps you develop a laser focus on where your business is going. It’s a win-win!
Go ahead and turbo charge your business!
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