Why Blogging is Important for your Business

Many businesses underestimate the importance of blogging, dismissing it as a waste of time. But blogging is way more than just an avenue to air your views – it’s a critical part of your marketing strategy and if you’re not doing it, you really are missing out. Here’s why…

Blogging is important – it’s a way to showcase your expertise and reach a specific audience for very little cost and it goes a long way towards helping your SEO performance. Most businesses know this in theory, but there is still this stigma around blogging, that is holding people back.

You’d be forgiven for thinking that bloggers merely are people who crave online attention. Yes, there still exists an irritating collective of fame-hungry internet gurus, who blog about the inside of a duck’s derriere to get noticed. But if you can wade through the annoying qualities of this model, there is a lesson to be learnt here, which you can apply to your business, regardless of what industry you are in.

The fact is, if you’re an expert on something, people listen. The internet is teaming with people looking for information – that’s the point of the world-wide-web – to have free, unrestricted access to public information. All you’ve got to do, is to make that information public, and that’s where a blog works wonders.

The benefits of a blog

I could talk all day on why you should blog, but for the purpose of not wanting to lose you to my marketing geekery, I have condensed this down to a few simple points.

  1. Blogging gives you authority

Having authority in your field stands you out as an industry leader – someone who people value. When people value your opinions and trust your expert knowledge, they are much more likely to have their guard down when they read your content. This means a couple of things – firstly that you may grow a following and secondly that you can inadvertently accumulate leads that have a greater chance of purchasing your goods or services.

Post about topics that are informative and useful in some way. Solving a need is always a good place to start when devising content around your industry and how your business fits in to it. Be sure to add a function for people to subscribe to your blog.

Blog as yourself – a professional person at a branded organisation within a recognised industry. If you blog as your company, it’s a faceless blog which is harder for people to connect with.

  1. Blogging increases traffic to your website

All new content has the potential to attract more traffic. Whether this is down to people finding your posts from search engines or via social media (assuming you’re using social media marketing to promote your blogs), more traffic can mean more conversions, as long as your conversion rate remains consistent.

Granted, traffic doesn’t necessarily mean sales. You have to ensure your blog content is relevant to what people think they are clicking on. This means ensuring your pages are optimised for search with the right keywords and any campaign content encouraging clicks to your blog content, aren’t misleading.

Make your content searchable and relevant and you could maximise conversion here. Ensure you link to your site’s product/service pages with a clear CTA on how to buy or get in touch.

  1. Blogging improves SEO

Fresh, updated content is more likely to sit high up in the search engine results. Fact. Think of it as a kinetic approach – if your content is new, it’s going to be moving about a bit in the marketing activity you undertake. Simply put, if you’re promoting your content fresh out of the box, it’s going to actively popping up on social media, in forums, and on review sites.

When you post a blog to your blog section, the buck doesn’t stop there – you need to raise awareness. Optimising it for search is one way, but using other avenues like email marketing and social media marketing to promote your content increases the chances of shares, likes and discussions. The more this happens, the more search engines like Google rate this content as indexable.

  1. Blogging acts as your news section

Your blog doesn’t have to just be about engaging topics around your areas of expertise, it can also be a channel for you to post company updates, changes, industry announcements or even just light-hearted memes.

A good blog will have a nice mix of informative, social and professional articles, to engage users. Informative posts are important, because they show that you are current and in the know within your industry and sometimes beyond. Professional blogs give you the authority status, which fosters trust and social posts show your brand’s personality – a factor that is underestimated in business. We are but mere people at the end of the day and sometimes the simplest act of getting a potential customer to identify with something emotional, is a powerful tool.

  1. Blogging helps to build relationships

Often the best route to conversion is through relationship building and if you can achieve brand recognition, trust and identification, you are more than halfway there. The next step is in engaging with your readers. This should be approached carefully – you don’t want to spend time and resources building a loyal following, only to scare them off with an aggressive sales approach. But you can talk to your readers and followers. Reply to their comments, acknowledge their views – even reward them if appropriate. Build rapport.

Be professional but social in your engagement. Negative posts should never be deleted, but rather dealt with transparently and nobly, offering a solution. Develop a level of respect and be consistent in the tone and the frequency of your posts.

Need some help with your blogging? Whitefish Marketing can help. Based in Folkestone Kent, we are masters of the social arena and how to use this to the advantage of your business, offering a range of online marketing services from SEO, PPCwebsite development and social media management. Give our friendly team a call on 01303 720 288. Call us on 01303 720 288.


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