By now, we all have heard of blogs. The question is: What is a blog and why should your business have one?
The first part of the question is the easy part. “Blog” is actually just shorthand for “Web Log”. It is a medium which can be used to record memories, share opinions and news, or to tell a story. The things that can be done with a blog really are limited only by the imagination of the writer. It can be personal, a way to promote a cause, report about current affairs, or bring recognition to a business or an organization. This latter purpose is what we will look at today.
The many reasons for a business to have a blog are really pretty exciting to me. Aside from being a fun, focus-sharpening form of free PR, a business blog is also a sort of SEO super-fuel. You may have noticed already that i am very passionate about Search Engine Optimization, also known as “SEO”. So, let’s dive in!
1. A Blog Makes Your Business More Attractive
This isn’t about striking good-looks, a certain tight dress, or even a quick wit ( though you can make your blog as witty or serious as you like – it is your own, after all!). What it is about is attracting the attention of search engines Google and other search engines are fickle – always changing what they like and which features will encourage them to deem a website front page worthy. Ironically, enough, the one thing search engines consistently like is change! Now, most websites need to remain fairly constant in their content so that humans know what to expect -same logo, products, services, contact, etc. – when they visit or return to the website, time after time. A blog pleases both the search engines and the humans by consistently adding content and pages in the way of new posts while simultaneously allowing the site owners to keep the basics constant and unchanging – with the exception of the occasional announcement, sale, new product or service or other deal on your home or main page to let visitors know what’s new, right up front where most traffic t traffic lands first.
2. Sharing is Caring
Your business’ blog serves as a great source of content for your social media pages. Instead of writing separate, new content (which is also important to include, as well) you build recognition and traffic to your website by connecting your social media to your blog content.
Not only does a blog give you a chance to share your content with your own followers as well. Readers are able to share your posts – your blog – your website – your BUSINESS with their social media fans, followers and friends. Your blog’s content can be shared on Facebook, tweeted on Twitter and generally spread throughout all the places where your readers interact with others on the Internet.
Didn’t momma always say that sharing is good?
All this traffic from social media, search engines, and readers’ acquaintances is great but what’s better? Turning that terrific traffic into new leads is better, of course! How, you ask? It’s all about the action. Include a strong call-to-action in each blog post and readers will be eager to hear more from you. The best (most effective – effective is good, right? ) calls-to-action offer free trials, webinars, information such as e-books or fact sheets. In order for visitors to access your free content, they will enter their information into your contact form, instantly creating a new warm lead for you. Make sure whatever you do offer is sufficiently informative and interesting to create sustainable appeal or those leads could turn cold pretty quickly.
4. Establishes Your Authority as an Industry Leader
A business blog should provide answers to common questions asked by readers – both existing clients and visiting leads. Though establishing authority can’t be measured in quite the same way as traffic, leads, or sales the increased confidence in your brand and your business can definitely improve all three. Imagine you have questions about a certain product or type of service offered by a particular company. Now imagine when searching for answers, it turns out that the information you find is written by said company. Assuming the information provided actually answers your questions, you probably start to feel pretty comfortable with that company’s knowledge in their industry. You can see why readers often turn more confidently into leads when once they have read helpful blog content produced by a company – especially by the very sales person serving them.
5. Long-Term Results
Possibly the greatest benefit of having a business blog is the longevity of the reach. In addition to the initial fanfare, created by a new post, this content stays online, bringing constant traffic and – LEADS! Now, that is something powerful.