Does my business really need a blog?
If you think that blogging is just for beauty influencers and travel experts, think again.
Businesses large and small – we’re talking multi-nationals, SMEs and start-ups – can benefit from a well-written blog. From connecting you with customers to attracting visitors to your site, your blog is a marketing opportunity.
But what if you aren’t sure what to write, how to get started, or simply don’t have time?
Business blogging for beginners
As a professional, you understand the need to be seen (and easily found) online. And blogging for business is one of the most cost-effective ways of achieving visibility. All while building trust and communicating your expertise, products or services to your audience.
Unlike personal blogs, a business blog focuses on subjects related to your business or industry. The aim is to add value by sharing insight, knowledge, and inspiring discussion.
Like any other marketing channel – from direct mail to social media – your blog should help your business to grow. It’s an effective inbound marketing strategy, attracting customers to your website.
What’s so great about blogging for business?
Okay, let’s start with the headlines. Business blogs help to:
- Establish awareness and trust with potential customers
- Build better relationships with existing customers
- Increase visitors to your website
- Boost your SEO (Search Engine Optimisation) and SERP (Search Engine Results Pages)
- Position you as a thought leader in your area of expertise
You might have a great website, but if you’re not adding fresh, interesting content for Google to pick up on, few people are going to see it.
With each new blog post, you’re boosting content and sending signals to Google crawlers. This helps your search engine results, while also broadening your social media reach. How? Well, every time you publish a new blog, you create a fresh piece of content to share on LinkedIn, Instagram, and Facebook. Meaning that with each new share, you can consistently grow your audience.
And if the content you’re putting out there is helpful, interesting, and insightful, you’re establishing yourself as a knowledgeable authority in the eyes of your target customers. An absolute winner in marketing terms!
Getting the most out of your blog
We might be talking about an online platform, but blogging gives you a fantastic opportunity to connect with your customers. You can show a personal side of your business through your blog; use posts to communicate your personality, vision and values; inspire trust by turning out regular, reliable content – even strengthen your brand voice. Together, these things make a brand that people want to deal with.
And if you really want to capitalise on the opportunity for connection that your business blog can give you, be sure to establish a dialogue at the end of each post. Ask questions; invite opinions; allow feedback – just be sure to monitor any responses you get.
These conversations are a great way to gain a real understanding of what your customers want, and how you can help. You can also use your blog to build a database of potential leads. For example;
- Invite readers to subscribe to your blog (you’re more likely to achieve this if you’re posting fresh, regular content)
- Ask for their details in exchange for a free resource (such as a guide or checklist), and you’re well on your way to creating a pool of potential customers who want to hear from you.
What if I don’t have time to blog?
One of the biggest challenges when thinking about starting a blog is time and resource. It’s hard to schedule regular blog writing/ posting/ social media if you don’t have a marketing team in place. Or maybe your marketing team is overstretched, or you’re reluctant to employ someone to manage your social media strategy full-time.
So why not outsource?
Of course, work with a proven, professional marketing consultancy. But it’s also important to ensure that you find a great fit. When you work with someone that gets your business, your ambitions and your tone of voice (hello, that’s us!), life becomes easier.
You’ll have senior-level marketing professionals on hand when you need them – ready to work to your budget and timelines.
Get in touch for help with your blog writing or content strategy.
Get in touch