A blog can make your business earn its keep and give you endless content you can use to maintain a complete online marketing strategy. The best part is that you can blog without additional expense! If you have a website, you already have your blogging platform.
1. A Blog Improves Customer Service
A blog can improve your customer service in several ways.
- Inform decision-making: Your blog can provide valuable information to help potential customers make smart decisions. Blog about your products or services and any topic related to your industry. You can become the go-to sources for any information your target audience might be looking for.
- Build trust & credibility: A blog can help you establish your business as an authority in your industry. By making valuable industry-related information available online, you can build trust and credibility with your target audience.
- Employee training: A blog can become a helpful resource for new and existing employees. When you blog about common customer questions, those blog posts can become reference material to train new employees in the terminology and approach your business uses to engage with those customers. This creates consistent responses across your team.
2. A Blog Enhances Search Engine Optimization
Search engine optimization (SEO) is a strategy that optimizes your website so that it shows up in search results.
If you’re in the business of custom kitchen cabinetry, for example, you want your website to show up at the top of Google search results when a potential customer searches for “custom kitchen cabinetry” in your area.
The problem is, there’s so much competition on the internet that, without a search engine optimization strategy, it’s nearly impossible for your website to rank anywhere close to the first page of search results.
Without content on your website, there’s nothing for Google or other search engines to find. The more text your website has, the more there is for search engines to crawl.
Generate Fresh Content
Search engines favor fresh content. Generally speaking, if there are two similar articles written 10 years apart, Google will prefer the most recent one. Blogging is an easy and inexpensive way to keep your website updated with fresh content as often as you want.
Keywords are simply words to describe what your content is about. Think about keywords as search terms.
Put yourself in your ideal customer’s shoes for a moment. Imagine they’ve never heard of your business before. But they need what you sell. You have the solution they’re looking for. They open Google and start searching.
What are they searching for? What words are they typing into the search bar? Those are the keywords you want your website to rank for.
Hint: It’s not the name of your business, especially if they don’t know your business exists.
If your website doesn’t have a lot of content, how will the search engines know that your site is a good search result to offer that customer?
A blog allows you to create unlimited content for as many keywords as you want to rank for. Different keywords can target a different audience.
The more blog posts you have, the more keywords your website can rank for in search results. So the more your website shows up in search results, the wider your potential customer base becomes!
Create Backlink Opportunities
Backlinks are links from other websites to your website. Quality backlinks are a huge advantage for SEO. When search engines see that other websites are linking to yours, they consider your website to be more valuable than a site that no one is linking to.
But why would any other website link to yours?
When you have an active blog that’s continually generating truly valuable content, other businesses, other organizations, other people online will want to share it. There are various ways this can happen:
- They might write a blog post about a different but related topic, and your blog post is a good complement to theirs. They might quote your post and include a link to it on their own.
- Someone may read your blog post and love it so much, they share it on their social media platforms with a little explanation of why everyone else needs to read it.
There are many other ways backlinks can happen, but I trust you get the idea.
3. A Blog is the Bedrock of a Complete Content Marketing Strategy
An effective marketing strategy puts your business in front of your audience in multiple ways. It’s best to use various marketing streams instead of just one. But that’s a lot of work, isn’t it?
For a lot of people, the idea of having to post regularly on social media platforms, for example, is completely overwhelming. How in the world do people come up with all those ideas? And who has time for that?!
Blogging can act as the foundation for all of your online marketing.
When you can establish an active blog and get into a good blogging rhythm, the other forms of online marketing happen much easier because you’ve already taken care of so much of the work.
A good blog has lots of great content, great quotes, great graphics… no need to start from scratch for every marketing stream. Take the work and content you create for your blog post and repurpose it for your other streams.
How to Blog to Boost Your Business
When you blog strategically, your blog can improve customer service, enhance your search engine optimization, and maintain a robust online marketing strategy.
Step 1: Choose blog post topics strategically.
First, define your target audience. Then find out what information that audience is looking for. What questions do your staff answer regularly?
Step 2: Blog regularly.
Blog consistently. Create a regular posting schedule and keep it up. This will produce fresh content on your website to keep it up-to-date, and it will build up your blog as a valuable resource library for your audience. If you post regularly, your target audience will visit more often.
Step 3: Repurpose each post.
For each blog post, include great graphics and quotable text so you can repurpose it to fill out a complete content marketing calendar. Transform 1 blog post into:
- Social media posts: A single well-constructed blog post can turn into dozens of social media posts. If you published 1 new blog post per week, you’d easily have enough content in that blog post to create 1 social media post each day, if not more.
- Emails: You can turn each blog post into an email newsletter or campaign, or simply include a “teaser” in the email so readers are encouraged to click through to your site to read the rest.
- Videos and podcasts: Each blog post can easily be turned into a video or podcast if you’re using those forms of marketing, too.
- Ad campaigns: Blog posts can be used in your digital advertising. Ads can direct users to a blog post that includes a call-to-action or product description. Or use some of the content you wrote in your blog post to create captions for your digital ads.
- Print assets: Even your print marketing can come from the content you publish on your blog! Reuse text and graphics from your blog posts.
Write once, then repurpose it countless times in various formats.
You Can Blog to Boost Your Business!
Maybe NOW you’re thinking, “That’s all great, but I can’t write. I can’t blog.”
Ideally, you would hire someone, a professional writer, preferably someone with SEO expertise. But for many small businesses, that’s not feasible.
The good news is that it’s absolutely possible to do it yourself.
It takes time and it is work. So, you want the time and energy you put into it to actually pay off. That’s why you need to blog strategically.
But it’s simple! Don’t believe me? Schedule a free 20-minute consultation with me. I’m happy to give you some tips!