Business owners, I’ve got a message for you: NOW is the time to bring your focus online and, more specifically, to the blogosphere.
I get it. The idea of building a brand’s digital presence can be pretty overwhelming. Do you need a page on every social platform? Does your website have to have bios for your team members? Would a form that visitors can fill out to request more info be a good idea? Should you produce a blog, and if so, what should you post?
Well, I have some answers for you …
Yes, you should round out your social suite, because consumers like to follow their favorite companies and brands, and tag them, on whichever social network they are most active.
No, your website doesn’t need to introduce your team, but it probably should. In a time when almost no industry is exempt from the challenge of a saturated market, the ability to make a personal connection with an interested client really does change the game.
Yes! If applicable, a fillable form is always useful to include on your website. It might seem like anyone willing to fill a form out and then be called by you would be willing to call you in the first place, but that isn’t necessarily the case. For many, submitting their information is a much more passive and intuitive process, which means you’ll have more contacts.
Lastly, YES. Your business needs a blog. And this is my focus today.
While I believe each of the things we touched on already is important to a company’s reach and repute, a blog is one of the greatest ways to find new clients and make sales. In my opinion, your blog is the hub driving your brand’s online persona.
Let’s talk about why.
1) A blog is the best way to drive traffic to a website.
This is because search engines want longer, more crawlable content than social media or more permanent website copy provides. Google’s top considerations when ranking results are content quality and link building, and both of these are most efficiently and sensibly done in a blog post. A website that has a blog, especially one that is frequently updated, is much more likely to come up in your potential buyer’s search results.
This fun fact proves it: According to HubSpot, companies that blog have 55% more visitors, 97% more inbound links, and 434% more indexed pages.
Also, a whopping 77% of everyone who spends time online is reading blogs during some of it, Quoracreative says.
Annnnnd, driving traffic isn’t all a blog can do for you. It might also be able to persuade those visitors to get in touch or make a purchase.
Huffington Post notes that 60% of online consumers in the U.S. feel more positive toward a company after enjoying custom content on its website and 61% have purchased something because it was mentioned in a blog they read.
This is the second big reason your business needs a blog.
2) Blog content builds a bridge between you and your potential client.
Providing useful or interesting content is a great way to endear people to you. You’re not asking them to pay for anything yet, yet you’re giving them something. This can make readers more inclined to give you their business later on.
A blog also gives the customer insight into your company and team, which is a handy personal feel to have created when it comes time for a pitch.
Another advantage lies in a blog’s ability to showcase you at your best. Producing blogs about topics related to your industry establishes you as an expert authority on the subject, and gaining this sort of trust with a readership is a surefire way to make yourself the first choice among competitors.
Blog space can function as your own personal pressroom, too.
3) Your blog is a landing place for company announcements, holiday wishes, product releases, behind-the-scenes stories, interviews with the team, and more.
Consumers appreciate when a brand has identity, and this often comes in the form of commenting on the latest happenings and holidays, and sharing the inside scoop on developments and interworkings. People also get excited about what you are excited about, so it’s always great to find a way to express your enthusiasm for your product, process, etc. As a place ready for publication, a blog is your ticket into a whole world of communication with your buyer and your industry.
And there you have it! I think these are all compelling reasons to consider a blog the foundation of your company’s digital presence, and perhaps, of its entire marketing plan.
So get started, and if you need any help with ideas and writing, you know where to find me. :)