Benefits of blogging for business
Large companies have woken up to the power of blogging, very few top businesses do not have a business blog attached to their website. Not surprising since it is one of the easiest and most cost-effective online promotional tools. Increasingly smaller businesses are following suit, but many business owners find it hard to justify the time and, relatively small, outlay regular business blogging takes. So here’s my take on the benefits of blogging for business, and specifically the advantages blogging has for small businesses.
Search engines like fresh relevant content. This makes a business blog an excellent tool for rising up search engine results. Your website may have been designed for SEO, but if it’s more than 6 months old your static pages can’t really be described as fresh and new. A blog gets round this problem by providing an area of your site to refresh with new content on a regular basis. Blog about the subjects your potential clients are searching for, and optimise your posts with these keywords / phrases.
Add value for your customers
Want to differentiate yourself from your competitors? Want to show the “touchy feeling” side of your business, or share your professional opinions with a wider audience? A well crafted business blog can do all this, reflecting your company ethos, sharing information with customer base, allowing readers to see the people behind your brand.
Establish yourself as an authority in your industry
Self-publishing has never been easier with the advent of the blog. Whilst getting articles published in professional journals is important for many, a business blog can help establish your reputation too. In fact posting regularly about your area of expertise can create opportunities to guest blog and write for other publications as well. As your overall body of content grows and increasingly appears in search engine results, so to can your authority in your field.
Drive traffic to your website
As you build up your blog and post about a range of topics relevant to your business and your target audience, you create numerous inroads to your website. Whether visitors to your site come through referrals (links shared through social media, newsletters and personal recommendations) or through search engine results, traffic to your blog presents you with the opportunity to convert visits into sales.
Reach new markets
Through a carefully thought out social media strategy, with blogging at its core, your blog can tap into new markets that would otherwise take significant resources to crack. Whether you are looking to move your business from a local level to nationwide, or target a new customer demographic; your blog and supporting social media can build links to new business through relevant and targeted content.
A blog post is the perfect platform to generate leads. Having captured your target reader’s attention with a post about a subject they’re interested in and want information about, here’s your chance to turn that into a sale, a recommendation or a conversation. However don’t be tempted to spam your readers; they’ll pay you back by unfollowing, clicking away and looking for what they want elsewhere.
Business blogging is predicted to really take off in 2014 as more businesses understand the benefits of blogging, and those that have been at it for a while continue to reap the rewards. However it takes commitment to regularly update a blog with quality content. If you need help with your blogging; ghost blogging or blog optimisation email me firstname.lastname@example.org to find out more.