Your business website is up and ready to go. You have your homepage, an About page, and clear descriptions of your services and products ready to entice readers into clicking “Add to Cart”. As ready as you may feel, you’re missing a critical piece. Your business needs a blog, and without one you could be missing out on sales.
01 | Drive Website Traffic
How often do you visit a static (unchanging) web page? What’s the point if you know there is nothing new to look at? This can be a hurdle for smaller companies that don’t mass produce products or launch new items as quickly as bigger brand names. It also makes Google less likely to rank your site in a search engine because it appears inactive. Blogging helps combat that issue.
By regularly updating your company blog, Google has more pages to index, marks your site as active, and recognizes that you have multiple pages of filled with valuable information. Putting it simply the more relevant content you write, the more Google notices, the more likely you are to appear in the results of a search.
02 | Establish Authority
Writing relevant content isn’t just to make Google trust you. It’s to make your customers trust you. Let’s use skincare as an example. When you are shopping for your favorite facial cleanser, do you go to a site with little information and no indication that the company knows what makes a good cleanser? Or do you go to a site that talks about the best pH level for cleansers, the benefits of the ingredients, and tips on improving your skin overall?
It’s not hard to guess you chose the second option. That site (and therefore the business) seems knowledgeable and trustworthy. Your business needs a blog so you can be that for your customers too. By writing about your industry, you help educate consumers even if it doesn’t directly promote a particular product.
Establishing yourself as an authority in the field means readers will continue to come back to your website to learn more. And the more time they spend on your site, the more likely they are to make a purchase.
03 | Drive Leads Even When on Vacation with “Evergreen” Content
Who says you can’t make money on vacation? With evergreen content, that’s exactly what you’ll be doing.
Evergreen content (like the tree) is always “fresh”. It’s not time sensitive and will be just as applicable a year down the road as it is the day you publish it. Say your a fitness guru and you write an article about the best exercises to build abs. The post isn’t based on a current trend so the content is easy to share year-round.
So a year later while you sit on the beach sipping a Mai Tai, your post is still circulating and generating leads without you having to lift a finger. The power of evergreen content can only serve to further emphasize why your business needs a blog.
04 | Search Engine Optimization (SEO)
According to Moz, “Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.”
A simpler answer is it’s what people who work online do to 1) tell a search engine the kind of information they have on their website and 2) getting people who are looking for that kind of product to your website. Usually, this means getting your URL near the top of a Google result’s page.
Your business needs a blog because it improves your SEO. It provides plenty of space to explain your company, your category, and other related subjects. You can use long-tail keywords and write customized meta descriptions that all point back to something your company is known for.
The more you do this, the more Google considers you a relevant answer to questions containing the keywords you’ve used. Each blog post is an opportunity to build to establish your authority with consumers and search engines.
05 | Create content for your website and social media at the same time
There’s few things more frustrating than trying to develop original copy for every social media platform you utilize. It’s not efficient. It’s time-consuming. And one person can only be so creative for so long.
One blog post can become multiple pieces of content across your social channels. It can be broken down into smaller segments and posted on Instagram and Facebook. Or you can tweet a sentence or two on Twitter to catch the eye of a curious client.
Considering each platform garners the attention of different kinds of users, what would have been one blog post reaches a much wider audience, drives further traffic back to your website, and increases opportunities for a sale to be made. With all the time you’ve saved, you can work on other ways to find clients and increase sales.
06 | Get personal
One of the ways you draw customers to your site is by distinguishing yourself from the competition. While the quality of your products or services is one way to get that point across, long-form content (like a blog post) provides further opportunities for your readers to get to know you.
For example, if you sell hunting gear and want to promote a new compound bow you sell, you could write a post about it and include a personal anecdote about the first time you went hunting with your dad.
Not only does this serve to increase interest in your product, it humanizes you. Rather than envisioning a faceless company every time they go to your site, they see a kid who had to learn the ropes of hunting like they did. It’s this emotional connection that can help drive sales and bring a one-time buyer coming back for more.
As you can see, blogging isn’t only about writing. It’s about promoting your business and becoming a go-to source of knowledge for consumers. So what are you waiting for? Your business needs a blog!