Business blogs are a marketing tactic that uses blogging to give your business more visibility and to build trust with prospects.
The mindset of today’s prospects is that they spend time researching products or services through content. This, in turn, helps them to build confidence in order to support their decision of whether to purchase through you or your competitor.
If you think blogs do not have the capacity to harness the power to influence; think again. Whether you realise it or not, a lot of the information you read from the internet is from a blog. So the question shouldn’t be: “Does my business need a blog?”. Rather, it should be: “Does my business have a blog?”
If your answer is no, below are 5 benefits to business blogging that might change your mind.
1. Drives traffic to your website
One thing is for sure is that search engines like Google and Bing love content. Particularly fresh content. And when you have an active blog, you are signalling to search engines that your business has information to provide to prospects. Prospects, on the other hand, get the information that they are seeking. Business blogs are a desirable medium when it comes to pleasing both consumers and search engines.
when you have an active blog, you are signalling to search engines that your business has information to provide to prospects
2. Gain exposure
Blogs are a major source for driving traffic to your website. It goes hand-in-hand with the above point. Having quality blogs encourage prospects to visit your site. In other words, every time you write a blog post, you are creating content that people can share on their social networks. The more you provide, the exposure you gain.
3. Authoritative voice
When consumers are searching for a product or service, they are looking for a business that has an authoritative voice.
To explain, I’ll use the following scenario. Let’s say you are searching for teeth whitening products and you come across multiple blogs from White Teeth R Us explaining the types of applicators that work best and tips on getting best results. Not only they appear authoritative in their field but they provide helpful advice to consumers. Therefore, you feel comfortable with making a purchase.
4. Long-term, sustainable results
The response rate of your blog doesn’t always yield instant results. It’s the effort that you put into your blog now that can turn 50, 100 or 500 views into the thousands in the future. In order words, your business blogs can bring in future customers.
5. Adds value to consumers
Business blogs add value to two areas: relationship management with prospects and customers, and public relations.
If we go back in time and think how did customers get involved with businesses before the internet; the answer is one-on-one interactions with sale staff. In today’s age of information, the internet provides ways and means for customers to get involved.
Having a blog is only half the battle. And now that you know the benefits, what are the factors that make a successful blog? Metrics aside, below is a list of 5 (not necessarily all but a combination of a few) of these ingredients for a successful blog.
1. A well-defined purpose
Like all content, it must have structure. Before you decide what to write about, you need to figure out the purpose behind each publication. Is it to inform? Is it to entertain? You want the content to align with the purpose of your business.
2. A clearly identified audience
This approach is not used by many but that is to implement a buyer persona. A buyer persona is a semi-fictional representation of your ideal audience. It is based on data and/or some educational speculation on demographics, behaviour patterns, motivations and goals. When writing your content, it helps to picture your audience. You can find several free online tools to help you create your buyer persona.
3. Interaction between the writer and the readers
Interaction comes from enabling a feature to allow readers to write their comments on your blog posts. A good indication of your blog’s effectiveness is the response from readers.
In fact, some of the comments will give you an insight as to what they like and what other topics they are interested in. Use this as leverage to increase your readership.
4. Email Opt-ins
A sure sign of a successful blog is the number of opt-ins. Email opt-ins should be a priority on your business blogs. This is so you can market to them through email. And the more subscribers you receive from your blogs, the more likely you are to see a paying customer.
Make sure your email opt-in is found in more places on your website. Sometimes, readers overlook such forms.
5. Professional networking
Consumers not only read your blogs but professionals also. If they like the content you are producing, they may wish to collaborate or recommend your services.
All in all, your business can’t afford not to have a blog. It creates exposure and adds value to consumers looking to make a purchase and professionals looking to network.
In order to have a successful blog, it requires certain factors that comes from practice, time and effort. If you are stuck on content ideas or you need assistance with writing a blog, speak to a copywriter.
Do you have some copy goals that you want to achieve? I’d love to help you! Send me a message at email@example.com.
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