Truth time: I’ve seen far too many business websites sporting a blog page that has just one introductory post, welcoming people to the blog. A blog that hasn’t been updated since the website went live. It’s a sad and empty sight, and considering how powerful a blog can be for online marketing, it hurts me inside to see blog pages being wasted.
I put all this down to a bit of a misunderstanding about blogs. Businesses clearly understand that a blog has some value, and that’s why they’re building blog pages on their websites. But what they’re missing is how to best make use of their blogs and why it’s so darn important in the first place.
Blogs aren’t just for bloggers. They’re a vital online marketing strategy for any business that wants to scale up and create value for its customers. For the uninitiated, the unsure, those who are thinking of the empty blog sitting on their site right now, here’s why your business website needs a blog.
- It helps you communicate with your clients
When clients visit a business website, they want to be able to gauge what kind of business you are. What your ethos is like, how closely you match their requirements. A huge part of a website is designed to fulfill that purpose, to represent your brand in the best possible way to attract your target audience.
A blog makes it a thousand times easier for your business to get its message across. You can dive deep beyond what your business does, to how you do it and why. A blog lets customers in deep, gives an insight into the mentality of your business and its workers, and on your day-to-day accomplishments.
If your website hasn’t sold a customer, the blog will, and it’s your best opportunity to show your target audience that you’re the right fit.
- It’s great for advertising new products or services
Launching a new range and not sure where to advertise it? Blog! Planning to expand your services to a new area and don’t know how to tell people? Blog! Your blog is like your own little media agency, where you can post all of the news and updates that don’t quite fit anywhere else. From the blog, you can link these posts to social media to build awareness, and they’ll also be visible to any newcomers to your website who are having a browse at what you’re about. Of course, there’s also the chance to send the news out with your email newsletter, redirecting users back to the blog.
- You can post articles explaining how to properly use your products/services
If your business is working with something a little niche or obscure, a blog is the perfect place to create a resource for your customers. Writing well-written, engaging, and useful articles that create value for your target audience is the best way to set yourself up as an authority and build a sense of trust with your customers.
You can post information on how to best use your products, how they can bring value to your life, any tips/tricks regarding your products, and so on. Your blog can become an industry resource that brings in external traffic from customers who are looking for information on your products.
- It helps with building high-quality links
If you know anything about SEO, then you’ll know the value of a good link. Working with link-building means you’ll need to have something of value that people want to link to, and a blog is your best bet for that. If you’re building your blog to be an industry resource, as mentioned above, then you’ll easily be able to build links.
People within your industry niche will naturally be interested by what you have to offer and what you are posting about, and create a link to your website. This makes your site more visible on Google and other search engines, and directs extra organic traffic that may not have otherwise reached you. More traffic means more potential leads, and isn’t that what a website is for anyway?
- It can extend your mailing database
Your mailing database is like your little crew of cheerleaders for your business. You want to build up a good sizeable group of fans who are keen to receive your emails and love to read what you have to say each time. When creating and publishing valuable industry resources to your blog, such as useful and engaging articles, you can post these on your email newsletter so that your customers are aware of the new post.
Customers who are directed to your website from another link will also then have the option of joining onto your email list if they like what they say, growing your database and giving you more potential customers.
- SEO, SEO, SEO
Need we say more? A blog is an essential part of any good SEO strategy, and is a fantastic chance to grow online visibility for your brand. The more articles you publish on your website, the more you can include useful SEO tactics like long-tail keywords, images, and videos. This content will be a niche industry hub, drawing more traffic to your website that could turn into leads.
- It’s great for internal linking
Another fantastic tool for SEO success, internal linking is completely within your control when it comes to blogs. Basically, you want to direct customers to the pages of your website that they’ll find more useful (or that you want them to go on). Your blog posts can be used to direct users all over your website, turning them into potential converts and boosting the amount of time they spend on your site. The more internal links you can create, the better your ranking can be.
A blog is more than just a page on your website. It’s a powerful tool that can be used in various ways to grow visibility for your brand, build your mail database, and reach more customers. If you’ve got an empty blog on your website that’s coming to mind now… start populating it, and see what difference it can create for your business.
My career in Digital Marketing started in 2010, and it’s been an endlessly evolving journey. The tactics to achieve online success are rapidly changing and I’ve always been amongst the first to try the latest tricks. Today, online business is focused around Growth Hacking and Content Marketing strategies.