In the fast-paced world of online marketing, a static website is no longer enough: your business needs a blog.
But it’s a time sink! I hear you say. I’m trying to run a business over here!
Well, hear me out. Yes, blogging can be time-consuming - quality content doesn’t write itself after all - but the many incredible benefits of blogging more than outweigh the time investment.
So here’s just a handful of ways that blogging can help your business:
Blogging establishes your expertise.
Consumers have so many options these days, and most markets and industries are overcrowded. So how do you stand out in a sea of other businesses?
The best way is by being the expert in your field. It’s only natural for people to want to work with the most knowledgeable people, so by using your blog to position yourself as an expert, your business will become the go-to place for what you do.
So if you're a freelance fiction editor, for example, you could blog writing tips, lists of common writing mistakes and editing information to show off your knowledge, and how you can help authors make their book the best it can be.
Blogging boosts your ranking in search engines.
Search engines like fresh new content, and so having a regularly updated blog could help you get higher in the search rankings, making you easier for potential customers to find. The more you update your website with fresh content, the more frequently search engines index your website, and as long as you’re correctly optimising your content, this will boost your ranking.
A static website, on the other hand, could be mistaken as a dead, or abandoned website by search engines, sending your website plummeting in the rankings beneath the more lively websites in your industry.
Blogging lets you show off your skills and services.
You can swear you’re the greatest wedding planner/graphic designer/landscape gardener that ever existed, but the proof is in the pudding. The regular nature of blogging allows you to keep your prospective customers up-to-date with your latest projects, meaning you can really showcase your work, and demonstrate how you get such fantastic results every time.
So to take the wedding planner as an example: he or she could not only take photographs of the finished weddings that they’ve arranged but could also blog about their ongoing progress on a project (obviously with the client’s permission), showing little details like the table decorations and invites. This not only shows potential clients how great his or her results are, but also demonstrates their passion for what they do, and their process.
Blogging builds your brand and displays your unique selling point.
The regular nature of blogging is also great for building your brand, and showing potential customers what you’re all about. A few pages of static web copy can only show so much, whereas constantly updated content gives more scope for your brand to shine, and for your customers to see what’s unique about your company.
By consistently posting content that reflects your company values you’re building up a sense of authenticity that in turn breeds trust and attracts your ideal customers. So if you’re a health food company whose unique selling point is the lack of toxins and other nasties in your products, by blogging about the benefits of natural products and how you ensure your products fit the bill, you’re demonstrating your unique selling point and company values.
Blogging allows you to build up a rapport with customers or potential clients.
Blogging as a medium is meant to be fairly casual in tone, and so gives your customers more of a feeling of actually knowing you. This sense of familiarity can be a great way to boost sales, as people are more likely to buy things from people they know and trust.
For example, imagine you’re looking for some business coaching services: are you more likely to hire a faceless person you know nothing about other than their generic bio, or a person you feel as if you know and have built up a rapport with? It’s a no-brainer!
Blogging makes getting feedback easy.
As an interactive medium, blogging is also a quick and easy way to get feedback from customers or potential clients, which you can then use to improve your products and services. Whether it’s through the comment section, polls and surveys, or by sending your audience over to your social media accounts, people are more likely to interact with a blog than a website, as it invites this type of interaction.
So can your business really afford to not have a blog?
Whether you write the content yourself or outsource it to a freelancer, blogging is definitely worth the time and/or monetary investment, and will easily pay for itself in increased sales. The above points are only a handful of the ways blogging could benefit your business, and there are infinite other possibilities.
So what are you waiting for? Why not blog for your business?