If you have a business website and no blog you are missing out on multiple opportunities. Everyday users online search for information on topics that interest them and end up on the websites of businesses that understand the value of having a blog. For these websites the return on investment is impressive.
Here are six reasons why you need a business blog as soon as possible.
1. Be Helpful and Create Value
Your customers are the lifeblood of your business; the be all and end all if you will. Your business provides a solution to a problem they’re having and your blog is a perfect opportunity to extend that resolution. What’s even better, by providing useful information on your blog you are also able to make a great impression with potential customers. Helping someone who hasn’t spent any money with your business makes them more likely to trust you and in turn pay attention to you when they are ready to make a purchase.
2. Keep the lines of communication open
Ever had to reach out to a friend you haven’t spoken to in two years to ask for a favor? Awkward, right? It’s a similar situation with your customers when you roll out a new product or a promotion and want to share it with them but you haven’t been in touch since their last purchase a year ago and you’re not creating content so they have no reason to visit your website. Avoid that awkwardness by creating valuable content and keeping the lines of communication open. Don’t forget to use email marketing in conjunction with blogging to maintain communication.
3. Create a community – give them a reason to keep coming back
Brands like Coca-Cola that make products nobody needs are often successful because of the community and culture they create around their brand. Blogging can do the same for your brand, whether or not your business falls into that category. When you publish regularly and create a consistent flow of new material your readers will keep coming back to your blog without you having to solicit them. Marketing becomes easier as you won’t need to spend as much on PPC advertising to get eyes on your product or service.
4. Rank well in searches and generate traffic to your blog
According to Smart Insights, there are over 3.5 billion searches conducted daily using Google. That’s a lot of users searching for information. By creating a blog and updating it frequently with valuable content you increase your chance of being found by potential customers looking for information on topics that you blog about.
Did you notice that when you search for certain topics online the same five or six websites always rank in the top (of course, with a few exceptions)? If you search something social media-related you’re likely to see Social Media Examiner, Sprout Social or Hootsuite, while Forbes, Inc, Entrepreneur, and Fast Company are generally on page one for searches related to business and entrepreneurship. That’s because these sites have invested a lot in content around their specific topic and as a result are generally regarded as authorities in their areas so they are the first sites that Google sends you to if you want information on their area of expertise.
5. Become an expert in your area
Building authority takes time, like most of the items on this list. Brands that are an authority in their area got that way by blogging for years on the topic and creating an extensive catalog of information. With the time taken to build authority, many persons tend to give up early in the game but the key is to stick to it and be consistent. Eventually, users will look to you as credible in your field and Google will reward your efforts by sending more traffic to your site.
6. Opportunities to upsell and cross-sell your products/services
This reason is critical and perhaps one of the most important as it most affects your bottom line. Closely connected to keeping the lines of communication open, opportunities to upsell and cross-sell become more available when you continuously help your customers by providing useful information on the topics that matter to them.
Blogging is hard work. It’s not for the squeamish, but that’s because the rewards are so many. Anything worth having is worth working for (minor improv on a classic quote to make my point).