Once the gem of personal or lifestyle websites, blogging has taken the business industry by storm and is now a highly effective marketing tool, especially for small businesses. Blogging has so many benefits for your company - it can increase your website traffic, widen your target audience, and help create and promote your business brand, among others. Still not convinced? Let’s take a look at the top benefits of a business blog - and how to make them work for you.
A Blog Benefits Your SEO
Let’s start with the obvious - as a business, you want people to find you. The vast majority of consumers find products and services through search engines, but 75% of them never move away from the first page of results. That’s why paying close attention to your SEO strategy is crucial to achieving your marketing goals. Blogging is one of the easiest ways to boost your Google rankings, and if you want to be found via search engine then Google is king. Each blog post that your site publishes is another page for Google to crawl and “index” in its search algorithm, which increases your website authority (and thus your rankings). Adding new and regular content is also an indicator to search engines that your site is active and current, which increases your visibility factor. In short, blogging is an essential tool if you want to rank highly on Google or any SERP.
Be sure to do thorough research and include relevant keywords and topics in your blog content to maximize your SEO success. For more advice on successful SEO, check out our article on the best SEO tips for 2019.
A Blog Increases Your Website Traffic
You’ve got your website up and running, your business is front and center, and you’re ready to start helping customers! But all you’re hearing is crickets. How do you get people to visit your website?
A blog is a great way to help increase your website traffic. Blog content is more shareable than traditional website copy, making it a more effective way to reach your audience. If your content is engaging, solves problems, and focuses on relevant topics, related websites may link to it in their own posts or readers may share it across their social media accounts. You can also cross-post your articles on your own social media accounts, which will increase your business exposure, drive traffic, and help take some of the strain off your marketing department by reducing the need for new content.
It’s important to make sharing and linking your content easy. Include social media widgets or hyperlinks in your content, and format your blog images to translate easily across platforms. For even more exposure, try collaborating with related websites or pitching your articles to them for publishing on their site.
A Blog Widens Your Audience
A carefully crafted business blog will widen your available target audience. Users who are searching for your services will find them easily if your website is SEO-friendly, but what about those who can benefit from your business but may not know it? Through careful blogging, your website can appeal to this untapped section of your audience. This may sound confusing, so let’s look at an example:
Say your business sells automobile transmissions. Obviously, you’ll get a great deal of traffic from local users who search “where can I buy an automobile transmission”. But this is a small audience, and those are all people who have already diagnosed their problem and are seeking a solution. What about people who know their car has a problem, but they aren’t sure what it is? This is a much larger audience, and it is one that your business can’t ignore if you want to maximize your profits. By writing a blog post about how to diagnose transmission problems, you’ll reach consumers who need your services but aren’t actively searching for them, and you can help guide them towards purchasing your product. This is called “top of funnel” content, and it’s essential to maximizing your website conversions.
Don’t be afraid to vary your content across all of your industry’s challenges, trending news, and current topics. Remember - the goal is to drive a new audience to your site and promote awareness of your business. Once you’ve got their attention, your services will speak for themselves.
A Blog Establishes Your Business Brand
Online consumers are increasingly concerned with where (and with who) they are spending their money, and businesses who have an identifying brand consistently outperform those who do not. Blogging is a great way to establish and promote your business brand because it gives your business a voice. Whether you want to promote your brand as knowledgeable, caring, quirky, or even humorous, your blog should showcase your company’s values and help engage with your audience on a personal level. As a business you’re likely to be competing in a large market. Establishing a brand through blogging will set your company apart and distinguish you from the competition.
If you’re new to business blogging or need help with other areas of your marketing strategy, let BIS Designs help! We can provide consulting services, help design your content strategy, or even manage your business blog for you. If you’re unsure about outsourcing your business blog (can an outsider really capture my brand?), we’ve got you covered - here’s why outsourcing your blogging is a great decision.
You may have noticed the blog trend that is ruling the cyber world from Google to social media. Whether it is fashion influencers or tech gurus and travel enthusiasts, blogging is a trend that continues to grow each year.
How does this relate to your business? Blogging is a way to share your expertise and knowledge with your target audience. In doing so, you are 1) helping to provide information needed by your potential customer and 2) demonstrating your expertise on the subject which in turn keeps the customer coming back to you for further assistance. You are building trust with your potential customers/clients and this results in more leads for your business. Having well-written and updated blog content on your website also strengthens your relationship with Google which boosts your rankings in search results.
Now that you know why you need a business blog, let’s talk about how you’ll find the time to add this task to your agenda.
It is common for small and medium sized businesses to outsource business functions like payroll, human resources, accounting and more to keep the organization lean and flexible. Outsourcing blog writing? This might seem more challenging – after all, your blog is the voice of your business and a critical part of your content marketing strategy.
It is definitely possible to outsource blog posts, and do it well. Below are two of the most common questions we get here at BIS Designs about blogging:
Writing is personal and every business feels like they have a unique tone or style they’re looking to capture in their blog. The very concept of outsourcing might feel like it will cause you to lose some of your business’s personality.
Solution: Take time to educate your writer. We’ve all heard it, “you get what you put in”, and in this case, it is definitely true. A good writer will research and educate themselves as much as possible but to keep your business personality/style/tone the same, you’ll need to give some details on what makes your business stand out from your competitor.
If you give your writer nothing to work with, you get nothing in return worth reading. It’s that simple. You are the subject matter expert for your business. A good outsourced writer will bring your expertise to light in a readable way. If you’ll provide more information and direction, you’ll get more of what you expect from your writer and overall blog content strategy.
Solution: Make a list of topics. Whether you do this once a month or once a quarter – take the time to send a few topics to your writer. Once your blog writer has a list of topics, he/she can now get started on the time-consuming part of the project - creating engaging content. The few minutes that you spend concentrating on topics will help to keep your business personality/tone/style alive on your website.
A big perk of outsourcing your business blog writing is that your new writer will bring fresh ideas to the table. This simply adds new insights that can make your blog better.
Fun Fact: The average blog post takes 3 hours 20 minutes to write and the most engaged blog content on the web now has 41% more words than it did 3 years ago.
If you have a blog on your website that you simply don’t have time to keep up or you would like to add a blog to your website but aren’t sure where to start, give us a call! Outsourcing to a local company who can meet with you face-to-face to discuss your marketing goals is a great way to start the new season.
5 Benefits of Business Blogging
Phillip Long - CISSP, CEO of BIS Technology Group, along with his team of marketing and information technology experts, will walk you through an overview of what your business should be doing to protect your data and plan your digital marketing strategies.
About BIS Technology Group
BIS Technology Group is the technology leader on the Gulf Coast and is comprised of four divisions: Information Technology, Web Design & Digital Marketing, Office Equipment and Business Consulting. Together these divisions help local businesses exceed expectations and allow them to group to their full potential while minimizing risks. To learn more about BIS Technology Group, visit bistechnologygroup.com.
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