Running a small business or a start-up company in this techie era is hard work. There are lots of things to do such as building a highly-optimized website, developing your brand and making people aware of it, and coming up with a comprehensive online marketing strategy. These tasks tend to consume most of your time and energy. As a result, you put the smaller, easier, and simpler chores aside like blogging.
But, I’m here to tell you that blogging shouldn’t be taken for granted by anyone whether you’re a small business owner or the CEO of an empire. Consistent blogging is one of the most cost-effective ways to build brand awareness, boost your inbound marketing, drive traffic to your site, and gain more customers.
I hope you’re not questioning yourself whether blogging is worth the effort because IT IS. However, if you’re looking for more justification, I suggest you continue reading…
So why blog? We’re giving you 15 GOOD reasons why blogging is good for your business. Let’s start!
1. It’s one way to speak with your prospective customers
Before the internet, businesses need to spend a lot of money on traditional advertising for print, TV, and radio. Now, your business can have a blog, which serves as its own publishing platform. It’s your main medium for communicating with your customers. Here, you can let the readers know what you do and educate them about different facets of the industry.
Please note that blogs are better when they educate rather than sell (in most cases). Educating the reader is more powerful than trying to make them buy something from you immediately. Website visitors know it when you’re purely selling something. When they feel like they’re not getting anything, they’ll stop reading your content and you’ll lose a potential customer.
So, give them step-by-step guides. Inform them about the newest and exciting trends. Enlighten them about an issue in your industry. Teach them how to do stuff they’ve never tried before (or failed to do so).
If you give them these kinds of content, they’ll feel like you know their situation. They’ll trust you and think of you as an authority in your industry. They might start asking you questions too. When they do, answer them and inject a sales pitch for them to consider.
Another trick is to write an in-depth article which answers the frequently asked questions about your business. Thoroughly discuss the topic and provide valuable resources. That way, you’ll address the topic in a truly remarkable way.
For example, the architecture firm I represent always receive inquiries about building passive homes. So, I decided to write a few detailed articles about it. Recently, I came up with Foolproof Methods for Cooling Your Sydney or Melbourne Home. Since then, FAQs don’t stop with short and sweet answers. We have articles to back us up. More importantly, these articles also generate traffic to the website consistently over time.
Of course, don’t forget to write your own PR articles. Tell them about the upcoming events where they can find you. Talk about the important happenings in your business (awards received, product launches, new management etc.). These articles not only updates your content, it also tells people that your business is alive and healthy. Sharing business news might also attract the media who can echo your story to a wider audience. The more you reach, the farther your business will go.
2. It develops your relationships with potential and existing clients
To fully connect with your readers, consider opening the comments section after your blog article. This will be the free space where your readers can ask questions, make comments and suggestions about the topic. Keep the conversation going by simply responding to their feedback. Use this space to answer their inquiries, provide extra knowledge, or to clarify something in the article. This act builds rapport with your audience and helps you maintain their trust.
Reading and responding to these comments also helps you understand your customers better (and vice versa). It will help you know what your audience is looking for. Once you know what they want, tailor your services so it appeals to more people.
3. It boosts your Search Engine Optimization (SEO) efforts
Google, Bing, and other search engines want fresh content. Publishing blog posts frequently give them new pages to index. The more blogs you have, the more chances that you’ll be found online. You also have more opportunities to connect and be known by your prospective customers.
We recommend writing articles with long-tail keywords that are related to your business. This strategy increases your visibility on search engine results pages.
You can try compounding your content too. Take a broad subject, divide it into specific topics or themes, then write a badass article for each one. This is perfect when you want your readers to get substantial information, tips, and advice from you. Make it compelling and comprehensive so people would want to do business with you (or even link back to your article as resource material). If your content is truly remarkable, your article will generate traffic for you.
Also, make sure that you publish long-form content. The standard is an 800-1000 word article but you can go longer if you like. Just make sure that your article remains readable. Use photos, videos, and other elements to break the text. Make your paragraphs shorter and more conversational too.
4. It establishes your business as an Industry Leader
Small businesses and start-up companies can compete with the industry giants through blogging. Producing high-quality articles in your own platform gives you power and credibility. You build the client’s trust in you through sharing valuable and expert tips in your blog posts. In time, you’ll be the go-to website for your industry because you provide both information content and practical solutions. Since people trust your brand, it is more likely that you’ll have higher customer conversion rates too.
Also, consider becoming a thought-leader. Introduce trends in your industry by writing about them. Analyze these trends and provide a fresh perspective. Tell people something new or something they don’t know yet. Make the people curious about the topic to the point that they’ll click and read your article.
Of course, don’t forget to cite relevant resources to strengthen your claims. You want an article that can stand out on its own, not a jabberwocky. You want an article that will make you look excellent at what you do, not an amateur or a mediocre.
Thought-provoking articles, when well-written, can help you stand out in the industry. Remarkable content is shared fast, especially on social media. Like-minded people also tend to promote your article and the ideas you brought to them.
5. It helps people connect and relate to your brand
Your business must have a strong online identity, but it needs to be approachable and welcoming to your customers. Through blogging, you have a way to be more personal and more conversational when communicating your business with your prospective and existing clients. Good blog articles embody the mission, vision, and personality of the company. It tells people about your business in a way that’s different from your home page, landing pages, or any other form of outbound marketing that you do.
6. It’s a material that people can share with other people
People never hesitate to share exceptional content. They can share it on Facebook, tweet it, email it to others, or link one of their articles to yours. Every blog you write is an opportunity to receive a free online promotion. It also validates your business’ credibility.
To make your content more shareable, you need more than a badass copy. Consider embedding visuals such as photos, videos, and presentations. You can write an article and feature a striking infographic and a video on it, which you can solely share online. You still get free exposure whether people share the link to your article or the video or infographic alone.
Your blog allows you to share multiple kinds of content to your readers. Take advantage of that. The more valuable content you produce, the better it is for your business.
7. It’s a way to share your passion
Most business owners are driven by their passion, right? Unfortunately, not all that passion are expressed in the home page and landing pages of your website. It’s best communicated with the blog articles you write.
Blogs are the best way to share your passion with people. This makes it sound more human. It makes your passion more contagious. There’s a better chance of finding like-minded people, which can lead to a solid customer base, email contact, and social following. More importantly, it helps people trust your business.
8. It makes your business dependable and trustworthy
Commit to blogging and you’ll be surprised with the results. More high-value content makes your brand a reliable and a respected institution. Don’t forget to interact with readers via comments as well. Finally, show them how passionate you are in your mission and that you’re their top choice when it comes to a certain type of service. All these efforts will make simple blog articles into lead magnets that make your business more powerful and profitable.
9. It can be repurposed as a special offer or as another type of content
You can expand the reach of your blog articles by sharing it in your email newsletters. Again, people hate spammy content that only asks them to buy or avail something. Email marketing works best when you offer them something useful to their lives and relevant to your business.
In some cases, simple blog ideas develop into a full-pledge email campaign. There was a time when I subscribed to Amelia Lee’s blog called Undercover Architect and she gave me a series of emails that gave a step-by-step guide to building a house. She sent me the first step on the day I subscribed to her blog and the remaining course of action on the following days. It’s an awesome strategy which you can do too.
Your most popular blog post can also be repurposed into an ebook which you can offer to people so you can generate more email leads.
You can host a webinar about the same topic, but make an effort to give people fresh content and perspective. Invite a like-minded speaker to present and manage a Q&A afterwards. Let the attendees participate in the discussion.
Also, you can make an infographic, video, or a slideshow presentation out of that article. Upload these creative materials on the web and let them drive traffic back to your site.
10. It’s another way of gaining organic traffic to your website
There are people who land on your website through the blogs you published. They didn’t search for the name of your company… They probably searched for one of the topics you’ve discussed in your blog. Then, your title and the meta description appealed to them so they clicked to read the entire article. Your blog just attracted organic traffic.
According to Hubspot’s 2018 inbound marketing report, about 80% of the companies in the world use blogging to acquire customers. They consider blogging an unmissable facet of their business. It’s a huge and important part of their marketing strategy. It’s a critical part of the customer conversion process.
Yes, you can promote your business offers in your blog content. You can inject offers in the middle of the article or towards the end. Do this so you can convert site visitors (especially the first timers) into leads!
Please understand that this trick doesn’t work like magic. You probably need more than 50 high-quality and ranking articles before you can see a dramatic change in your website’s traffic. You need to exert lots of time and commitment to producing these articles before you can generate positive ROI from your blog too.
13. It links deep to other relevant blogs or content on your website
Attracting traffic isn’t enough. You should find a way to make these site visitors stay in your website. Consider deep linking your article to a relevant blog or landing page in your website. Internal linking gives your readers more content to read and explore. You can introduce your products and services to first time and repeat visitors to your site. SEO wise, deep links establish website hierarchy and give search engines an better understanding of your website content. A proper internal linking strategy can boost your SEO.
14. It attracts inbound links
According to HubSpot, businesses that produce high-quality blogs regularly get up to 97% more inbound links.
When you produce a truly remarkable, educational, and informative article, there are chances that other blogs will link to it. These links make you a reputable source that is worth directing traffic to and that your platform speaks with authority.
Again, this doesn’t happen overnight. You have to create content that deeply and thoroughly discusses a topic and inject your perspective into it. Publish your content regularly and promote it so it reaches more people. Make sure that they read it and share it with their peers too.
Once you start generating leads with your content, it means that your people find it useful and actionable. Soon, the other blogs will link to your content of their own accord.
15. It’s your way of giving back
You can write a powerful content which highlights those who contributed to the success of your business (a huge client, a major supplier, an associate, your idol/inspiration, or a partner business). Dedicate a blog article to them. It doesn’t have to sound like an advertisement. Just tell the world how they helped and inspired you to do well.
The thing is, when you make others shine, they will do something to return the blessing. They might share your article with their network and you’ll get free exposure from their followers and readers.
You should also consider blogging about the things that happen offline. Write about the experience when you attended an industry-related event or when you did an interview for the news. These are blessings that you should echo to the world.
The internet is our world’s primary marketplace. Every business, from small to huge enterprises, needs to be here and establish their online presence. We don’t know the exact numbers, but there are probably billions or trillions of businesses that are already online and there could be thousands more that go digital every single day. This makes the internet a highly competitive world. To succeed and be ahead of your competition, you have to be prepared to go further. But, never forget to do the simple things that count the most like blogging.
From a practical point of view, blogging is a task that no small business should pass up. A well written and highly informative article is a tool to be a more credible brand, to foster strong client relationships, to boost your search engine rankings, and to increase website traffic.
I hope I’ve given you enough reasons why you should start a blog today. If not, do not hesitate to shoot questions for me to answer.