Not too long ago, many companies considered it a big deal, just to have a professional website up and running – even when the multi-million dollar corporations started spending mega-bucks to grow their online presence, there were still lots of business owners who weren’t convinced of the huge impact an online identity and digital marketing strategy could make to a company’s bottom line. Those were the days when people believed that nothing would ever eclipse the holy grail of marketing: print, radio and television. In fact, the web presence of many businesses consisted of little more than online ‘landing pages’, which provided the visitor with the company’s basic contact information, but little else. Today, we know that more and more local and global traffic is being directed to businesses via online searches – and these potential customers are doing their research and homework online, before making their purchase decisions. In 2018, pretty much everyone understands that maintaining both a website and a strategic digital marketing campaign is critical to their company’s success. But for many, the question of whether or not we need a blog is not so certain.
Do We Really Need a Blog?
One question that is frequently asked by over-worked Owners and Managers is “Do we really need a blog?”.
Well, in 2018, the resounding answer is YES!!
From an SEO and performance perspective, there are some extremely compelling reasons why your company needs a blog. In fact, it’s a complete no-brainer. For example:
When your company has a blog, you’ll have a 434% higher chance of being ranked high on search engines (Tech Client). And, companies that blog receive 97% more links to their website. **Remember that the more Backlinks your website gets from a variety of sites, the higher the site will rank in search engine results.
- Blogs help corporate leaders and company’s develop their ‘Personal’ or ‘Corporate Brand’. A company or individual’s ‘personal brand’ can be thought of as their ‘reputation’ – everyone knows the advertising adage that bad news travels much faster than good. It’s imperative that companies and their personnel maintain excellent reputations as these have a great impact on customer’s buying decisions. Keep in mind that any company can be subjected to negative reviews from a disgruntled, unreasonable customer, but the more positive content that’s been published online about your company, the less it will be negatively impacted by a bad review.
- Businesses using blogs as part of their content marketing mix get 67% more leads than those who don’t (Hubspot). And the customers that you attract through blogging tend to be higher-quality ‘Leads’ – these Leads may already familiar with your corporate values or history, having read your blogs, so they feel as though they ‘know’ the company and/or the writer of the blog (who is often the company founder or CEO). And people are much more likely to do business with people that they know.
Getting The Benefits of a Blog
Content is King:
Consistent blogging with quality content will help you and your company grow your brand – the more readers begin to view your blog as a valuable resource for pertinent information, the more credibility you and/or your company will gain in your field. When you become a trusted, credible source, it becomes much easier for your company to sell goods or services – customers are much more apt to purchase from people and companies they like and trust. Blogs are one of the best ways to make customers feel as though they already know your company and/or its corporate leaders; this sense of familiarity can have a dramatic affect on sales because people like to buy from people they ‘know’.
Determine Your Goals:
When starting to write content, the would-be blogger should begin by determining exactly what their goals and objectives are for the content. For example, is the content being created with the main intention being to drive traffic to the blogger’s e-commerce site? Is the purpose of the content to relay valuable information to your customers? Or, is the original content part of a strategic brand-building scheme?
Know Your Target Audience:
Once you’ve determined the goals of your content creation, you need to research your target audience – make sure you know who your target audience is, as well as what kind of information they’re interested in reading online. The better you know the interests of your target audience, as well as where they like to ‘hang out’ (which websites), then you’ll have the best information that enables you to create the kind of content that will resonate best.
To achieve the best results, you need to be creating original content and publishing on a consistent basis. In fact, consistency and reliability are considered even more important than frequency (for example: it’s better to publish every Monday, Wednesday, Friday, and Sunday – and stick to that schedule 100%, rather than to aim for a daily blog, but only achieve an 85% success rate). If you want to attain the business benefits of a ‘blog’ you’ll need a system that ensures your company is creating and high-quality, informative content and that you’re posting on schedule. Many bloggers use one of the many available online calendars to stay organized and on track. Remember: it’s very important that your target audience begins to view you as a subject matter expert who can be relied upon to follow through with commitments.
Publishing frequent blog posts will help your business grow. When you are posting new blog content regularly, it will positively impact Search Engine Optimization – fresh, relevant and engaging online content causes the Google algorithm to index your website more frequently, which positively impacts its ranking. And improved SEO means more visitors to your site and more opportunities to realize your business goals.
Best Practices for Business Owners
Some business owners take on the task of blogging themselves because they view it is a fantastic opportunity to communicate important information to their customers and prospects. As time goes by, however, they may find that blogging takes more of an investment in time than they’re able to make, (especially in the midst of their many other responsibilities running the business). As a result, content creation and blogging are often delegated to another internal leader or employee. Or, the business owner may choose to outsource this important task to a Digital Marketing Agency; by utilizing the services of a professional marketer or writer, the business owner is able to focus on other activities that will best drive the business, (areas where the owner’s greatest personal expertise may reside). In the long run, utilizing the services of a professional digital marketing agency often proves to be the most cost-effective solution with the most outstanding business results.
One 2018 survey indicated that 52% of business owners think that blogging is their most critical content marketing tactic. Considering the value that business owners themselves place on blogging, any company that doesn’t include a blog strategy as part of their marketing plan is missing out on one of the most powerful tools in their marketing repertoire. To stay updated regarding future posts on business, entrepreneurship and continuous learning, please subscribe to our newsletter. Also, If you’d like to comment on this post, or if you have suggestions or a story you’d like to share, please contact us.