You’ve hit ‘publish’ on your business’ website and things seem to be going well.
The website is in tip top shape with expertly written copy, beautiful graphic design, and superb functionality. You’ve had a few enquiries and sales since the website went live and you’re satisfied with the progress.
Well, reasonably satisfied. Could it be better?
You’ve heard of other businesses and brands who’ve seen success or gained deeper connections with customers by creating a blog on their business website.
Maybe you’ve toyed with the idea before but dismissed it and put it in the “too hard” basket. Maybe you’ve relegated blog writing to the writers and considered yourself a far cry from one.
As a writer, I’ll be straight with you – that’s nonsense.
ANYONE can start a blog. Blogging isn’t just for writers or influencers.
It’s for anyone who has something to say and creates a platform to say it. It’s for the business owners, freelancers, marketers, fundraisers and experts among us. It’s for you.
Still not convinced? Let me give you five compelling reasons why you should start a blog for your business, then you can re-evaluate.
#1 It’s a marketing tool
Traditional methods of marketing through advertisements on websites, television, and radio are becoming less effective in some industries. We now see other forms of marketing such as social media marketing on the rise.
In the current landscape, people are becoming hungry for online content.
You read that right, a whopping eight-four percent of your prospective customers or clients expect you to offer more than the product or service you’re selling. They want content!
An online blog falls in the same realm of content marketing – it attracts people to your business or brand through the content you produce.
#2 It helps boost your search engine ranking
I’m no expert on SEO but I’ve learned a thing or two over my time as a freelance writer.
If you’re new to the concept of SEO, the acronym stands for Search Engine Optimisation. SEO is the strategy used to drive more traffic to your website by increasing your visibility in search engine results.
Let me explain it in basic terms (because that’s as far as my knowledge goes – basic).
Every day, search engines send bots to “crawl” the web based on multiple factors such as frequency of new content, size of website and traffic. This info is then indexed to rank your website in relation to a search query.
The thing about these “crawlers”, is they love new and good quality content. That’s what can make a website with a blog more favourable than a static website without any consistent blog content.
SEO results aren’t immediate but if you stick with the habit of producing regular blog posts, it will continue to add value over the long term.
#3 It delivers value without the obligation
Some customers or clients take a little longer before they’re persuaded to buy your product or engage your services. And that’s ok, buyer’s remorse is real!
So, meet your customer/client halfway and offer them value in exchange for NOTHING.
A blog is an excellent way to deliver such value and assist with lead generation.
If you’re selling a product, your blog could cover how to use the product, insights on related products or case studies on the results achieved for other customers. If you’re offering a service, your blog could cover hot topics in your industry, insights from your experience or ‘how to’ guides relevant to your target clients.
This allows you to build trust and eventually turn prospects into paying customers/clients.
#4 It establishes you as an authority in your industry
This is especially important for service-based businesses.
You may have incredibly sharp website copy selling the benefits of the service you offer, highlighting your credentials and providing an exceptional portfolio demonstrating your capability. If you do, that’s a fantastic start.
If you don’t and need some help with your website copy, let’s chat!
However, even with all these strategies shining a light on your talents, sometimes it’s just not enough.
There will be some prospects who need you to take them on the journey to see your credibility. So do just that, take them on a journey through what you share on your blog.
#5 It attracts your target clients or customers
Sometimes, no matter how bang-on your website copy is, it still seems to attract the wrong clients to your business.
Again, this one is more for my service-based business owners. No-one enjoys turning down a prospective client because they aren’t a good fit for you or your business.
A blog helps you minimise such instances by letting your audience in on what your business is about, your values and can drop a few hints on your personality. Goodbye, awkward rejection conversations!
If you want to take this a step further, you can use the blog as a tool to create a community amongst your readers, clients or customers. To do this, you’ll want to write blog pieces that generate engagement through likes, re-shares and comments. Your business’ blog can be a way of starting a conversation in your industry.
I know finding the time to write and publish regular blog posts for your business is difficult. But it’s worth the investment. For the five reasons above plus more.
I suggest giving it at least 6 months of consistent blogging to assess its impact. And if you need help with writing blog content, I’m always here – it’s what I do! Contact me if you’re in.
Oyelola is a freelance writer based in Sydney, Australia. She works closely with entrepreneurs and businesses in financial services, consulting and education, writing quality-rich content to engage their readers and motivate action. When not writing for clients, Oyelola provides insights on writing, wealth and work on her Phrased with Purpose blog and shares her faith journey on her personal blog, He Speaks, I Write.