The important role blogging plays in business development

If your business website doesn’t have a blog. Get one.

From a practical point of view, blogging for your business just makes sense. After all, it takes little effort or expense and can get you some big results.

So what exactly can a blog do for your business?

It can help drive more traffic to your website.

Ok, so you’ve set up your business’s website and it’s now just a case of sitting back and waiting for the customers to roll in, right? Unfortunately, it’s not that easy. For a start, there’s little point in having a fab website if it can’t be found. I’m sure you’ve heard the phrase SEO (search engine optimisation). Which simply means adapting your website so it achieves a higher ranking in online searches.

Think about how people come across your website. Really, unless you pay a fortune for search ads, or the customer searching your website already knows your business by name, then it can be hard to drive new traffic to your site.

Assuming you already have a fabulously optimised website (you can read more about that here), then what better an accessory than a professionally optimised business blog?

Just think about how many people use a search engine to search random things each day, then think about how many more people will notice your business if it comes up when they type things in.

Just say you’re a builders merchant in Birmingham, you ideally want to pop up every time someone searches something industry or business related. Your well-optimised website should already draw users to your site when they search ‘builders merchant West Midlands’ – but your blog could attract visitors for a whole new reason. Just say I searched ‘getting my garden fence ready for winter’ and your post came up in the results– you’ve attracted traffic you could of otherwise missed.

1334098547_167b1014ed467b0fd0b27d59425c8a45

Blog posts also keep your content current – think of how often you update your website. Not much, right? Well, regular blog posts can keep your site alive and kicking.

Blogging also helps you get discovered through social media. Every time you post a business blog, you create an opportunity for your audience to share your blog with others. However they use their social platforms to link to your blog post; tweeting it, emailing it to others, it’s all free marketing that further certifies you as a credible business.

This traffic can then convert to leads.

Now that you have a significant amount of traffic coming to your website through your blog, you now have an opportunity to convert that traffic into leads.

Think about it logically, more traffic = more leads, right? Well, aslong as your blog is well written, is effectively optimized and ends with a strong call-to-action this could indeed ring true.

Now, I’m not saying that every reader of your blog will become a lead – it’s impossible to convert 100% of the people that read your blog, but it’s a great way to increase your web presence. Let’s just say you publish a blog post which gets 200 views and 20 leads on its first day. It’s then shared on social media and you get another 100views and 10 leads the next. Even if in the following days interest slows down, your post is now ranking higher in search engines, meaning just a few hours of effort can turn into hundreds, if not, thousands of views and leads in the future. Win-win huh?

HTWB-blog-cartoon1

It develops your business-to-customer relationship.

The last thing you want is to appear as ‘just another search result’ to your online audience. You want to be seen, not only as a product provider, but as a trusted professional in your industry.

And, blogging is great way to do this. Customers love to be informed, and what better way to inform them than from the comfort of their own home? Making your blogs regular, interesting and relevant will create a better customer connection; give them a sense of your values, vision, and personality of your company.

Plus, not only does blogging make you a credible source for your current customers, but it establishes you as a trusted business to potential customers. It shows you really mean business and know what you’re talking about.

Are you interested in creating a blog for your business? We can provide copywriters and content creators to work with you to create thoughtful, informative blog posts. Just drop us a line at talk@thetallone.co.uk

Share it