Why your business should be blogging
Updated: Mar 13, 2018
Blog. It’s a funny old word. A shortened version of the word ‘weblog’, what it actually means is a regularly updated website or webpage written in an informal style. Just like this one!
So, you might be thinking, a blogger is someone who clearly has too much time on their hands, who probably can’t write very well and who might be thinking that everyone is interested in what they have to say? Not so, my friends. Blogging is, in fact, a highly useful marketing tool for your business. And here’s why:
By having a blog on your website, you are giving your customers a really good reason to visit your site time and time again. If your website is static, with no fresh content such as news pages etc, then the reason for them to return to your site is limited. But by providing engaging, informal content in the form of the blog, they are more likely to visit your site, and more regularly. Plus if you promote your blogs on your social networks, you could be driving new traffic to your website, and that’s great!
It’s not just your customers who will like your blog. Search engines love blogs too. They index all the fresh content on your website – so if you don’t have any fresh content, you’re not going to warrant any new attention – and that’s just what you need for improving your business’s visibility on search engine results pages. And if in your blog you can incorporate the key words your customers are likely to be using in searches, it’s even better for search engine optimisation. In short, your website is more likely to appear higher on results pages if you have a blog than if you don’t.
You can use a blog to get to know your customers better (and vice versa). You’ll notice at the end of my blogs, I often ask questions, and allow comment and feedback. Now I don’t always get many comments (boo hoo), but when I do, I consider it a really cool insight into what my readers think/feel/need. And any form of interaction, from commenting to sharing, garners extra points with the search engines, so it’s a useful feature to incorporate into your blog.
Some businesses will blog to establish a higher profile and position in their industry. In providing expert insights or advice, they are demonstrating their authority on a subject and building a reputation among peers and customers as the professional in their field. Others choose to keep it just about their products or services, offering a topical insight to their business. Some will make it more personal, even reflect on failures as well as successes. Whatever you decide to write about, it simply has to be of interest to others, and it will still add value to your business by giving it (further) credibility, even more so if readers share your blog via email or social media.
How often should you blog? Well, aim for once a week, and if you manage once a fortnight, that’s not too bad. Once a month, and that’s still better than never. The more you do it, the easier it gets, I promise you. The discipline of writing regular content for an audience is no bad thing, it sharpens your thoughts on key issues, and once you get into it, you’ll soon be keeping a little list of all the new things to blog about! And don’t feel you need to write epic masterpieces – think informative, chatty, maybe a 5 minute read and you’ll have it nailed.
So in summary, all that blogging requires is a little planning and thought. A bit of your time. Oh, and the ability to type. Does it pay off? My opinion is yes, but let me know what you think. And as ever, if you see the value in it, but want someone to take it off your hands, I can do that for you!