Blogging is more important than ever for your business. It’s no longer just a platform for individuals to express themselves and post fashion looks. Today, brands use blogs as a way to grow their businesses and expand their reach. According to Hubspot, businesses that have and use a blog get 67% more leads than those who do not. Not convinced yet? Learn more about the top four reasons that blogs are essential for your business, no matter what industry you’re in.
SEO, aka search engine optimization, is one of those big buzzwords that every marketing expert talks about. You probably know that you should have good SEO, but what goes into that? SEO is how you compare to other websites with similar content and where you rank when someone searches a specific search term. If you’re a painting company, you want your website to have SEO targeted for keywords that potential customers would search, such as “interior painting” or “affordable exterior painters”. That way, when people search those terms, your website shows up and if you’ve done your SEO correctly, it shows up above your competitors.
So how do blogs help improve your SEO? They provide more content for Google to search and pull for users, giving your website more opportunities to show up for searches relevant to your potential customers. One more blog post is one more indexed page on your website and one more opportunity for you to show up on search engines organically (free). Now, this will only work if you’re optimizing your blog posts with the best keywords for your niche. You can use Google Analytics to see what keywords people are searching that lands them on your website, then write blog posts centered around those keywords. When you write those blog posts, link to other areas of your website within the blog, as this helps Google see that your content is relevant to the keywords and the rest of the information on your website, thus improving your SEO ranking!
Blogging about topics related to your core businesses can help to expand your site’s reach beyond just the core keywords that you use. Back to the painting company example, you’re probably already ranking for the services you offer such as interior painting, exterior painting, and professional painters. But what about those people who search more specific keywords? If people are searching “best paint colors for my kitchen” or “southwest home interior”, that indicates that they are probably planning on painting and would be interested in reading a blog post about that topic. Then, once they’ve decided they want to begin, they’re already on your website and can book your service!
Your blog gives you an opportunity to create relevant content that could bring in customers who wouldn’t otherwise find you. Your blog posts should be integrated into your social media platforms to bridge the gap between your website visitors and your social media followers. Make it easy for them by posting a link to your latest blog on your socials, with relevant visuals, to encourage more clicks and drive traffic back to your website.
Well written articles demonstrate your company as an industry leader. People trust blogs and a study shows that blogs are the 5th most trusted source for accurate online information. By posting topics that resonate with your market and show your knowledge, you are marketing your skills for your business, service or product too. If you’re a retailer, write blogs about your products and the best uses for them. Your customers will associate you as the hub of knowledge for the products they want. If you’re a service, write about your industry and service. The more that you can showcase how well-versed you are in your field, the more your customers will trust you and go to you to supply what they need.
Your blog is the human angle of your business, where you can create more of a personality for your brand to distinguish yourself among competitors. Blogs provide another source to deepen the connection with your customers. Use it to start a conversation! Have a comments section on your blog to allow viewers to engage and ask questions. Share your blog post to your socials and reply to any comments on the post. Answering your customer’s questions shows that you care about their opinions and humanizes the company.
Now that you know that your business should have a blog, it’s time to get started on it! If you find that you don’t have the time to create relevant content for your customers or don’t even know how to add a blog to your existing website, let Big Marlin Group help! We offer content creation as a service and will handle everything from the planning, writing and search engine optimization, so you can focus on what you do best, running your business.
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