A lot of businesses overlook the importance of blogging. Don’t think of blogging as the cliche of someone talking about what they did that day, but instead as a tool to help drive and promote your business.
Just having a site with pages explaining what you do isn’t enough in today’s market. You have to go that extra mile to get customers and increase your brand awareness.
That’s why marketing for companies like Old Spice is what it is – they need to stand out. How about the marketing for the Deadpool movies? I bet you’ve seen it even if you have no idea who Deadpool is.
The point is that you can’t be complacent if you want your business to succeed; you have to blog.
Here’s how blogging will help your business:
- Improves SEO With Low Hanging Fruit
- You Become an Authority
- Increases Your Customer Base
- Increases Brand Awareness
- Keeps Your Company Relevant
- Creates a Conversation With Customers
Below I’ll dive into each topic to explain in it more detail.
1) Improves SEO With Low Hanging Fruit
One of the many jobs I do is SEO(search engine optimization) work with a lot of small local businesses. The problem with a lot of small businesses is they don’t have a lot of content to work with. With only a few pages of information, getting the site to rank for more than a few keywords is very difficult.
Every industry, I don’t care what it is, has a lot of low hanging fruit that’s ripe for SEO.
The low hanging fruit I’m talking about is finding those keywords (the terms), that people are searching for that nobody is answering, or not answering well.
Think about your business from the perspective of a potential customer. What sort of questions will they be asking? Are there examples they might want to see? Is there something newsworthy regarding your product?
Go to Google and search for things relating to your business that you think customers might be looking for. It’s how I came up with this topic I’m currently writing about!
Start typing something into the search and Google will give you suggestions based on what others have searched for. Look for the stuff that’s lengthy and very specific; that’s what we call long-tail keywords.
Long-tail keywords are easier to rank for than shorter one or two-word keywords.
Once you do a search, scroll down to the bottom and see the list of related searches. Those are other searches people did relating to what you just searched for. This is a great area to get more ideas.
Collect a bunch of ideas, write them down, and get to blogging!
The whole point of this is to diversify ways that people are finding your business. Someone stumbles on a blog post you did, they like it, check out the rest of your site, and suddenly you have a new customer.
Bonus Tip: Keywords Tool
If you’re wondering what it is I’m using in the above screenshots that is giving search volume information, it’s something called Keywords Everywhere.
Now, I don’t recommend you let keyword tools make every decision for you, but I find it to be very helpful.
2) You Become an Authority
There’s a few terms you’ll often seen mentioned regarding sites: authority and niche.
A niche site is typically a site aimed at a very specific purpose. Maybe it’s a site about office chairs, or a particular type of dirt bike. Generally it’s a single topic and very focused.
An authority site, however, tends to have a broader focus and has a lot of value to search engines – thus authority.
What makes an authority site? Mostly it’s all about the content. The more of it the better, as well as articles covering a wide range of topics.
When you blog, you’re able to cover a lot of topics. In fact, each blog article should be covering something different, even if it’s the same topic.
As you build up content, and go after that low hanging SEO fruit, Google will notice you’re getting more traffic from searches. The more search traffic you get, the more importance Google places on your site. That in turn means you’ll gain authority and rank better in results.
Of course, all of this translates into more people going to your site, and in turn more customers.
3) Increases Your Customer Base
As mentioned with the previous two reasons, you’ll get more traffic when you start blogging. Now, blogging alone doesn’t necessarily drive traffic, that’s where SEO comes in.
Once you’ve got the SEO thing working, you’re creating blog articles, and you’re getting traffic from Google, you’re pulling in more potential customers. It’s a simple fact that more people visiting your site means more potential customers.
Now, your blog isn’t where you’re probably going to close a sale, or snag a customer, so you need to get people from your blog to the rest of your site where you talk about your product or the service you offer.
Make sure your site’s navigation and clean and simple. Ideally, you don’t want more than 6-8 items in your menu, otherwise it can be overwhelming.
A clean menu lets potential customer see exactly what you offer.
Also, be sure to link to your relevant pages from your blog articles.
So, if you sell office chairs and you write an article called “Why You Need a Good Office Chair”, then you better make sure you link to the page on your site that shows the chairs you sell.
Treat your blog as a marketing tool and push your product or service whenever it’s appropriate.
4) Increases Brand Awareness
When people read your articles, share your articles, and visit your site, they are made aware of your brand. They know who you are and what you have to offer.
If you’ve positioned yourself as an authority, then people will routinely see your company name showing up over and over in searches regarding your product or service.
Having people aware you exist, having brand awareness, is a great way to secure more business.
5) Keeps Your Company Relevant
This is a big one.
I work with a lot of sites who never update their site. Not only do they not blog, they just do not update the information on their site – ever.
That’s a red flag to search engines that your site is stale. The longer your site sits dormant with nothing changing, the lower search engines will value the content on the site.
Now, I’m not saying you’re going to get driven from page #1 to page #50, but the freshness of your content is a ranking factor.
Blogging is a great way to keep putting out new content, keeping your site fresh, without having to update information. You’re creating new content when you blog and search engines see that as a positive thing.
The other part of the relevancy thing is with customers. A customer will perceive you as relevant if you’re blogging, staying in the know, and showing up in searches.
How many times have you done a search for something, saw results that were dated from 10 years ago, and ignored them? How relevant is information from 10 years ago going to be?
Don’t be that site and get blogging.
6) Creates a Conversation With Customers
Perhaps one of the greatest things you can do with potential customers is to make them feel welcomed and important. One way of doing that is by blogging and getting comments on your articles.
Now, I see sites that disable comments on their articles and I highly recommend against that for a business blog. You want to engage with people, answer their questions, thank them for their praise, etc. You can’t do that if you don’t let them.
If someone asks a question on an article you wrote, and you answer them, then you’ve opened a dialog that didn’t exist previously. You’ve now engaged a potential customer. Your response very well could be the difference between someone who forgets who you are and someone who buys your product or service.
People want to feel that their voice matters and having comments available on your blog articles will do that.
Blogging isn’t always easy, but it’s worth pursuing. Stick with it, do some research, and keep putting out great content on your blog. If you do then I guarantee you’re going to see an increase in your business.
Blogging with your business really is a great way to get your name out there and to drive more traffic to your site. You don’t have to blog every day either.
Also, be sure you have fun with it. Blogging is an informal medium where you’re trying to engage with the reader. Leave the formal writing for business plans and RFPs, not for blogging.
Do you have any questions? If so, drop them in the comments!