If you’re running a business a blog is pretty much a no-brainer these days. Sure, there are still nay-sayers out there, but their voices are thin and distant and they’re probably sitting on a porch somewhere rocking with a pipe clenched between their teeth. What I’m trying to say is, if you’ve got a business, you need a blog.
Why does your business need a blog? There are so, so many reasons – too many to get into all of them – so I’ve chosen the ones that you simply can’t ignore. If you’re still sitting on the fence (or the porch) by the end then I’ll eat my hat (or your pipe).
If you build it they will come. Ok, that’s not entirely true, and there’s definitely more to it, but if you DON’T build it then they definitely won’t come, so try and argue with that! But seriously, on a less childish note, by creating engaging content that offers real value (and yes, that’s a whole other blog post) you’ll be attracting new customers to your virtual front door. Now that’s got to be good good for business.
Google loves blogs. It indexes them more quickly than other pages, and the resulting increase in traffic makes Google love your website even more. It’s basically a self-propelling cycle of SEO goodness. Also, by writing focused blogs with an emphasis on relevant keywords, you’ll be attracting the right customers for your business, which translates to better conversions. Win.
And while we’re at it, here’s how to discover your most effective keywords in 3 easy steps.
No-one wants to do business with a noob. No-one says “Hey, that guy looks like he doesn’t have a clue. Let’s hire him!” Nope. We all gravitate towards authority. By sharing your inside knowledge and industry insights, you’re not only showing off how much you know, you’re also showing what a nice person you are.
“Geez,” says Ralph, your latest website visitor. “Not only does [insert your business] know lots about [insert your industry], they’re also super generous and forthcoming with information. Let’s hire [him/her/it].”
Is this the kind of response you’re looking for? Then you’d better get blogging!
As essential as a website is in today’s business, so too is social media. Once you’ve got a blog, your work on social media gets a million times easier. Instead of scraping for other sharable material and shining the light on others, all of a sudden you’ve got your OWN material to share. And it’s helpful too! So long as your blog posts are too self-promoting (which they shouldn’t be anyway), sharing your own content through social comes across as helpful and informative. It also reinforces you as an (drumroll please…) authority.
This happens in a couple of ways. Firstly, blogging adds a human side to your business. In a blog you can inject a little of your own personality without it seeming out of place.
You’re also helping your customers understand more about what you do. In storytelling, there’s that old adage “Show, don’t tell”, and a blog is a perfect example of that. Why simply tell your clients you offer copywriting services when you can share a case study of a really interesting job instead? By giving a little more detail, your customers can more fully understand what you offer and how you work.
Blogs also give you the opportunity to interact directly with your customers through the comments section. This kind of interaction is invaluable as it gives you insight into your customers at the same time as giving them access to answers – fast. This helps you develop trust and repour, and can also be quicker than answering a million emails about the same thing.
So, did I convince you? Do you have more questions? Feel free to ask or comment below. See what I did there?
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