If you aren’t blogging about your business, you are missing out on a great marketing opportunity. You might question the time and effort it takes to blog but here are five reasons why every business owner should blog.
1. You become the expert
People hire people that they know, like and trust. Trust is built when expertise is shown, and blogs are a great way to do that. For all marketing you do, not just blogs, you want to become the expert. People don’t want to hire someone who is just okay at what they do; they want to hire someone who is the expert at what they do. Even if you have just started out you can start building your expertise with blogging. With any blog post, you write, you want to educate, educate, educate.
Blogs also bring out your personality and touch on the likability factor. Even though your blog might be geared towards business, injecting some personal touches into your posts is something that will resonate with people. You never know what might trigger a response in your target audience. You can also create a personal blog as well as a business blog depending on the way you want to brand your business.
2. It brings people to your website
Your website is a way to generate sales 24/7 but having a website is virtually useless if nobody goes to it. Business owners spend lots of time and money perfecting and creating their websites and blogging is a great way to get people to go to it AND hopefully see something they like and buy your product or service.
Secondly, you don’t own what gets posted on social media, and if there were no social media platforms tomorrow you would want to make sure your website was up and running. If you are a business owner with only social media sites, I urge you to consider setting up even a basic site.
Lastly, you can create an entire marketing strategy based solely on what blogs your clients and customers are going to your website for. Use the data to your advantage.
3. You can repurpose it into another piece of content
This blog post was originally a presentation that I did for the Do It In Durham Event Series. Repurposing content is a great way to maximize your time and energy on a piece of content and use it in multiple ways. You already have the content created so why wouldn’t you put it to good use? Reaching more clients or customers and getting leads that hopefully turn into sales.
You can repurpose a blog post into a webinar, speaking presentation, video, and even a book. Depending on your industry it could also be turned into a piece of art or another creative pursuit. The sky is the limit. With content creation being one the number one things business owners struggle with you most definitely need to repurpose it in as many ways as you possibly can.
4. It gives you content to share
Content is king and content marketing is the main avenue of sales in the world of social media. Traditional marketing is no longer working. The average consumer checks six different sources before making a purchasing decision. Your message also needs to be heard a minimum of twelve times. That number used to be six back in the early nineties.
Creating blogs gives you content to share to all your social media sites. The more it’s shared, the more people you can potentially reach. However, one small note on sharing. Be strategic as if you share to Linked in and it has a higher search ranking than your website it may bring people there and not to your site. That is why the next thing I am going to talk about is also important.
5. SEO and long-term growth strategy
Search engine optimization is a word thrown around a lot these days, but essentially its helping people find you online. It can take time for it to work and work well. You need to do your homework before hiring an SEO company as with everything there are good and bad ones. That said, blogging is a great way to increase your SEO and your rank in searches. Websites with blogs have 434% more indexed pages. That’s huge!
Now, can we talk about keywords? Keyword rules have changed a lot over the last few years. Since the rules on SEO change so frequently I would suggest sticking to frequently asked questions your customer asks you (long tail keywords) and focusing on coming up with high-quality content. If you do want to do some keyword research, an easy way to see what people are searching for is to go to google and simply enter in some keywords and see what comes up. *HubSpot used to have a great keyword planner tool, but they are sun setting it as they claim it is no longer useful.
The last thing I want to mention is planning. If you get anything from this post, know that to be successful at blogging you need to be serious and plan for it. Consistency is important too. Plan on what you are going blog about, how often and then simply schedule a day or two to write and then automate those posts. Keep the wording conversational and simple and remember, done is better than perfect!
If after reading all this you are thinking to yourself that you don’t want to become a blogging expert and want to get someone to blog on your behalf I would be happy to help. Get in touch with me today! You can also check out some other posts I have written on why it’s worth it to hire a professional writer and how a cookie cutter about page does your website no favours.
If what I have told you today is something you think other people would be interested in knowing please share. I would be forever grateful. I would also love to hear any comments you have.