As a digital marketing and design agency, we work with a number of businesses to not only create stunning visuals, but also to grow their internal marketing strategies. Many of the businesses who seek out our marketing services are focused on growing their digital footprint: How do I increase my Google ranking? How do I attract more leads? Once we take a look at their website and social media presence, we get a clearer picture of why they may be falling behind their competition — they’re not consistently producing quality content. Many don’t have a blog, and if they do, it hasn’t been updated in months or possibly years. Their social media accounts are also stagnant.
“Have you considered blogging?” we’ll ask them. Most have thought about it or heard they should be blogging, but don’t understand why it’d be beneficial to their business, especially if they’re a small local business with a very niche product or service. But let’s get back to their original questions about increasing their Google ranking and attracting more leads. In order to have success in these two areas, businesses must first increase their website traffic. And in order to increase their traffic — outside of buying ads (expensive) and buying email lists (illegal) — businesses need to incorporate all three of the following: blogging (content), social media, and search engines (SEO). Blogging is a key factor in increasing your organic search results, which will directly affect the number of leads you have. So, does your business need a blog? If website traffic is an important factor in your success, then yes, you need to blog.
As digital marketers who incorporate inbound marketing strategies, we could talk about the benefits of blogging and creating content all day. But there are a few key benefits that should encourage all businesses to at least give blogging a try. But remember, building an audience through blogging can take time — but it’s time well spent. You’ll be building an audience that values your business, and who's looking toward your business for more and more information they’ll ultimately use in their buying decisions.
Still not convinced? Let’s review some of the most important benefits of blogging for your business:
Builds brand awareness and establishes you as an expert in your field
The first rule of blogging is to write what you know. By writing about your business, your services, your products, your successes (and failures) as well as what you’ve learned since you’ve been in business, you’re allowing potential customers (and current customers) an opportunity to learn more about your business and all of the things you offer. Blogging consistently about these topics shows that you know what you’re talking about and establishes you as an expert in your field. Your blog is also a place where you can help your business stand out from competitors — what sets you apart from other similar businesses? Let people know in your blog!
Helps SEO performance
Think about your current website. How many pages are there? How often are those pages updated? There’s only so much you can update on your team or services page. Search engine bots need more pages to crawl in order to see your website as a valuable option to include in its results. When you create a blog, each new blog post acts as a new page for those bots to crawl. The more pages they have to crawl, the better. More pages also means more opportunities to include important keywords throughout your site. And by regularly updating your blog, it shows search engines that you’re a valuable resource. The more traffic your blog receives, the more likes and shares it’ll receive. And that means it will rank higher with search engines and more people will find not only your blog, but your products and services, too.
Keeps your website fresh and updated
In addition to adding pages for SEO purposes, a blog will also help your website stay updated. It will give people a reason to come back to your site because you’re continually offering new information. Not only will it keep your website content fresh, it will also give you original content to post to your social media accounts, which is another opportunity to grow website traffic.
Now that we’ve established why a blog is beneficial to business, let’s talk about how to get started. Here are a few tips that will help you on your way to blog domination:
- Preparation is key: Research topics your potential customers are searching for. What questions are they asking related to your business? Answer those questions.
- Focus on offering content that is well-written and relevant to your business. Don’t worry about SEO too much in the beginning — though there are certain SEO foundations you should implement from the get-go — concentrate on just getting started!
- Start somewhere: Once a month is better than nothing, and the more you blog the easier it’ll get. Over time you can begin to post more frequently, and work up to a recommended once-a-week schedule. The important thing to remember is quality over quantity.
- Once you’re ready to add the blog to your website, create a separate page just for your blog. Then add a link to your blog in the main navigation bar so that it’s easily accessible.
- Every time you publish a blog post, share it on all your social media accounts!
To find out if you need help with your blogging strategy, schedule a free 30 minute, no-strings-attached marketing consultation with our team.
Related: Do I need a content strategy?