As a business you’ve probably been told that you should start a blog, and as a business owner you’ve probably wondered why.
The fact is that countless companies are reluctant to begin blogging due to a belief that it’s costly and time-consuming to maintain while also offering little advantage in terms of return on investment. This is a big shame since the right blog used in the right way can offer huge benefits in terms of keyword positioning, customer interaction and brand trust.
Search Engine Optimisation
Chances are that if you’re working, or have ever worked with an SEO agency or online marketing company you’ve been encouraged to start a blog.
The fact is; they’re not doing this to annoy you or because they can’t be bothered to get the results themselves – they’re doing it because it’s highly beneficial to your campaign!
Not only does Google love fresh content and a site that’s regularly updated, but a weekly or fortnightly blog post is also a fantastic way to get your keywords into your site and make use of internal and external linking.
What’s more, if you’re writing fantastic content and people are reading it; chances are that sometimes, they will link to it too.
Brand Trust and Authority
In an ideal world, if you’re selling a particular product or service, you should know your products, services and industry inside out.
Sell fashion? Then you ought to know what’s hot on the catwalk. Run an online marketing company? Then you should be up-to-speed with Google’s latest algorithm change and understand that SEO is about far more than building links and keyword density.
A blog is one of, if not the best way to show you know this.
Would you hire an SEO agency that shows no evidence of understanding what works and what doesn’t? Would you trust someone to fix your car if they couldn’t describe clearly and concisely what was wrong with it? Would you buy a meal from someone who wasn’t sure how to work an oven?
Demonstrating that you are an expert in what you do increases the trust that customers and potential customers have in you and your company.
If you’ve been told you should begin blogging, you’ve probably been encouraged to get involved in social media too. The truth is, blogging is a form of social media and those who told you to get started were right – the world is heading online and if you’re not offering a virtual line of communication, you’re missing a trick.
If and when you blog, leave the comments open. When somebody leaves a comment, ensure to take the time to reply.
In the age of ‘social media’ customers love to communicate with companies on a one-to-one level so ensure you give your customers the opportunity to do so.