Finding your voice
As a business owner, you’ve probably been told that you should start a company blog. But what are the benefits of a company blog?
Of course, starting a blog can be a difficult process. Is it really worth your time and resources? The first step generally involves heading over to Google to search for inspiration, which proves to be thoroughly overwhelming, and the final step often sees you pushing your blog to the bottom of your never-ending to-do list. However, companies with active blogs generate 55% more site visits, so we believe that it’s time to stop making excuses and make blogging a priority.
Still not convinced? Here are some more reasons why you should consider blogging for your business.
The personal touch
(Image source: business2community.com)
The aim of your company website is to paint you in a professional light and show off all of your industry experience. This is just as it should be, but it’s predicted that by 2020, customers will manage 85% of their relationships without talking to a human. It’s therefore crucial that you inject some personality into your website, and a blog is a great way to do this.
Blogging gives you a human voice in a digital world, and that’s something that shouldn’t be underestimated. Humanity may well have all become vampiric recluses in a post-apocalyptic wasteland by 2040, (let’s hope not though) but until then, our brains are very much human; we actively respond to humour, heart and honesty. Your customers don’t want to read technical jargon that makes you sound like a robot, they want honest, informative articles that are easy to read.
Getting to know your market
If you’re producing fresh content on a regular basis and sharing it across your social media channels then your website should be seeing an increase in traffic. Tools like Google analytics can help you track this, which means you can see what blog articles have had the most views. If one article has had a significant amount of page views in comparison to another, your audience obviously found it interesting and relevant. This allows you to get an idea of what’s successful in your niche and what your target audience is searching for.
Furthermore, regular fresh content will encourage people to visit your site. If you don’t have a blog, what are you doing to encourage customers to revisit a website that they’ve already seen? If there’s nothing new happening, people will lose interest; a blog ensures that something is always happening, and shows that you’re still very much interested and active within your industry.
Search engines love blogs
Websites with blogs have 434% more indexed pages, which means these companies are far more likely to be found on search engines. As a rule, the more pages with quality content you have, the more organic visits you’ll receive. If your blog articles are properly optimised and answering the questions that your customers are asking search engines, you’ll start ranking higher for these keywords and be rewarded with increased traffic.
A business blog is a vital tool in your SEO strategy and can help to connect the dots of your online presence. Blog articles will give you something new to share out on social media and will hopefully spark social engagement and lead to even more website traffic. Plus, with Google now indexing tweets, social media can work harmoniously with your blog and make your website rank higher.
If you’re blogging regularly, it suggests that you’re both knowledgeable and up to date with what’s happening in your industry. It’s important to think of your readers as an audience, not just a potential customer. As a business owner, you’ll obviously want to make sales wherever possible but nobody likes reading articles where the only objective is to make a sale. You’ll lose your readers trust and their custom. Your blog should act as a hub of information and advice for your potential customers so, when they’re ready to convert to a sale, they’ll remember your blog. Because they've already built a foundation of trust, that they’re more likely to buy from you than a competitor that they know little about.
Overall, a company blog will humanise your brand and allow you to fully engage with customers whilst acquiring new ones. If you need help with your blog, then why not give us a call?