A blog can be one of the cheapest and most effective tools at a business’ disposal, providing free marketing, helping to give your company a clear voice and serving as an extra channel of communication with customers. In addition, blogs can help to increase sales and ensure that business owners keep up with the latest industry trends.
Put simply, if your business is not currently blogging, it should be. Here are some of the key reasons why.
In terms of online marketing, blogs can be extremely useful for Search Engine Optimisation (SEO) purposes. As a consequence, search engines like Google will see that your website is offering valuable content and reward you with a higher positioning in search results. This, in turn, leads to an increase in visitors to your website.
There is plenty of evidence available to demonstrate that increased blog traffic results in more customers for your business and higher sales figures. For example, a HubSpot survey from 2011 found that 60 percent of all businesses that blog acquire more paying customers off the back of it.
Furthermore, customers who stumble across insightful blog posts may share them on social media sites like Facebook and Twitter, generating even more traffic to the website. New visitors will then read the content, view you as a source of authority within your industry and be more willing to engage with your business.
One of the major advantages of operating a blog is the ability to open up two-way communication with customers, or potential customers, on a regular basis. Each blog post can be left open to “comments” from visitors to the blog and each comment can be responded to, answering any questions or clarifying any points of confusion.
This extra channel of communication with your customer base can allow you to find out exactly what demographics your business is reaching and help you to better cater for them, or even try to target those you are not reaching.
Communication with customers can also help you to keep up-to-date with what customers want, need and expect, ensuring that you stay ahead of the industry curve. Moreover, the process of running a blog itself also encourages you to keep an eye on the latest industry trends and competitors’ strategies, giving you time to respond.
Actually starting a blog is incredibly simple, requiring very little in the way of expertise, especially thanks to the likes of WordPress, Blogger and HubSpot. In addition, writing a blog can be both fun and rewarding, giving you a constructive hobby that offers tangible benefits along the way.
Finally, starting a blog can lead to various exciting opportunities that you would not otherwise have. For instance, successful blog owners are often interviewed by journalists when they are in need of an industry expert. This could lead to both you and your business receiving press exposure, resulting in yet more free publicity.
Indeed, the numerous rewards on offer have helped to make blogging an essential 21st century business tool.