Blogs – do you really need them?
You may have heard businesses banging on about how they’re a “must have” for your website but perhaps you’re not entirely convinced.
Understandably, if you’re not familiar with blogging and content marketing in general, it might seem a bit unnecessary to post free information not directly related to selling your products or services.
In today’s post, I hope I’ll be able to convince you that blogging for your business is a step in the right direction which will help you boost your online presence, increase traffic and therefore sales.
Search engine optimisation is the process of boosting your website organically to the top of the search engine rankings. Google picks its select few at the top for a number of different reasons. One thing they look for is regular, rich content being uploaded. Blogs are a perfect way to fulfil this requirement.
Blogs posts that offer genuinely helpful advice may not result in 100% direct sales but they may be shared with others who are interested in your goods/industry.
The more content you can encourage people to share, the better Google will think of your website and elevate it appropriately.
This leads to a snowball effect, more shares = more traffic = more sales = better ranking (and repeat).
Position your company as a leading expert
One of the purposes of blogging is to build authority and trust in your industry. If someone sees that you have a blog all about their industry, with tips and tricks, advice and analysis – they’ll know you’re experts.
This goes a long way in developing trust between you and your potential customers.
Say you have a choice of two companies to go with. One regularly blogs about the industry you’re working in and seems to understand the challenges you face. The other doesn’t bother. Which are you going to trust more?
Pull over traffic
Many businesses want 100% sales pitches because they think that’s what brings over customers. However, time and time again we see that people don’t respond well to them. No one likes a pushy salesman.
The same goes with online marketing. While sales pitches aren’t wrong, having only sales pitches is.
Blog posts that offer helpful content are much more likely to get interested people over to your site – because there’s already something in it for them. Not everyone will end up a customer. But some will convert while they’re there, providing your website offers something they want.
Provide value even before you sell
Everyone likes a freebie. When people get something for free, they’re more likely to reciprocate and pass business your way.
Writing blogs that give people free, genuinely helpful content helps to establish this valuable connection before they even buy from you.
Again – would you rather buy from a company that has already helped you out or one that hasn’t offered you anything yet?
The sad fact of marketing is that it’s never as simple as writing a post or posting on social media and getting hundreds of sales as a direct result. A lot of businesses expect blogs or social media to be their golden ticket to boosted sales. While we can certainly work hard to improve sales figures, content marketing is often about the bigger picture.
Getting your brand out there and seen is incredibly important to establish connections, familiarity and trust with your target market. Blogs and social media can help you to do this by widening the reach of your brand. This will result in higher traffic and conversion rates.