In this age of constant competition, it’s important to make your brand stand out, which is why maintaining a business blog is an important part of any marketing strategy. It’s a good way to reach current and potential customers, no matter the type or size of your business. Done right, a blog can make it easier for customers to find your business through Google, and give them a better understanding of your products or services. Yet many businesses launch their blogs without realizing how important it is to maintain high-quality, strategically focused and effective content. Doing so can help you accomplish the following:
Increase SEO
Build trust with readers by being a source of reliable information.
Search engine optimization (SEO) helps bring organic traffic to a website. Search engine results are largely based on new content, as well as keywords, so anyone can improve their ranking on search result pages just by having a blog — the more you blog, the more traffic you get. Plus, customers who read your blog are 97% more likely to explore your website. However, in order to win them over, your blog should provide relevant and quality content with each new post. Customers want to know how to solve problems, and blogs can offer helpful advice tied to a business service or product.
Grow your email marketing list
Email lists are a great way to interact with existing customers, but reaching new customers can be more difficult. Blogs can familiarize potential customers with a brand and convince them to subscribe to an email list. Customers are also more likely to sign up for a newsletter if they appreciate the blog content.
Keep customers in the loop
Blogs help keep an open line of communication with customers. Did you hire someone new? Sponsoring an event? Company anniversary? Let your customers know! Blogs are also good for receiving direct customer feedback. Provide information on services and benefits, then ask readers what they think. Would they prefer different store hours? Delivery? Or would they like you to stock a certain brand? Reading and responding to blog post comments is a great way to keep your business relevant, find out what your customers want and keep them coming back.
Show them who you are
A website provides a straightforward overview of what you do. A blog has more flexibility, enabling you to share timely content, comment on industry trends and offer customers a deeper dive into the people and culture behind your brand. For instance, don’t forget to share all the positive things you’re involved in. Blogging about your community contributions can draw new customers — and show that your company is about much more than just selling products.
Build trust
A blog shows current and potential customers what value your business provides. It demonstrates your professionalism and leadership within the industry. Blogs can also answer customers’ most frequent questions, such as how to use a particular product or solve a common issue.
Keep in mind that it’s not about the hard sell, so your business should not always be the focus of every blog post. Build trust with readers by being a source of reliable information across a wide range of topics. Interact with them by responding to their comments and questions. Since blog content remains searchable long after it is posted, future readers can still view these interactions. Establishing your business as knowledgeable increases your audience’s trust.
Spark collaborations
Most business owners have vendors and business partners they work with regularly and like to recommend. Writing a blog post about them is a great way to collaborate. Your blog readers are more likely to use a company you recommend, so include a link to their website and tips on how to get a special deal. Then see if the other business will reciprocate. It’s a win for both of you.
Having an influencer or writer guest-post about your products and services can impact your sales as well. Your hired influencer can write a blog on the usefulness of your product and post it on their social media profile or website, which will put you in front of a new audience. It is important to hire an influencer relevant to your brand, and to make sure their values align with yours.
Despite all of the above benefits, many businesses are still reluctant to start blogging. Maintaining a blog can seem like a daunting challenge, but remember: Providing quality content via a well-written blog, one that aligns with your brand identity and supports your marketing strategy, can help you outshine your competitors. If you are unsure where to start or what to include, you can always seek help from professionals. Happy blogging!
Known as the Queen of Wands, Carly S. is a pleasure educator, author of the blog “Dildo or Dildon’t” and a self-described bad bitch from the Bronx. She is the product manager for Spectrum Boutique, social media manager for Nasstoys, and provides freelance social media and consulting services. Find her on social media @Makeupandsin.
