By Janet Howard
Most people have accepted that every business needs a website. A surprising number of businesses, though, do not appreciate the value of a blog. It is true that blogs began as personal journals. But that has all changed. Blogs are now an important way for businesses of all sizes to get their messages across. If your business website has only static pages, the business is missing out on an opportunity. Here are ten reasons why you need to make good use of the blog on your business website.
- Attract Website Traffic
A static business website does not contain enough content to rank well on search engines. If you want to reach the first page of search engines, you need good quality content. Google ranks websites that have good quality, well-written content. Google also likes sites that get updated on a regular basis. Your business blog can provide both of these important ranking factors. The higher up you are on the search engine results page, the more visitors your website will receive.
- Create Sales Leads
If your blog contains posts that are of interest to your target market, your blog will create leads. Someone may visit your website looking for interesting or useful information. But, while they are on your website, they may also become interested in your products or services. A blog will encourage people to join your mailing list as well. That all adds up to more warm sales leads for you to market your offerings.
- Increase Brand Awareness
Visitors to your blog may not buy from you on their first visit. They will, though, remember your brand the next time they see it. They may also recommend your brand to other people. Informative blog posts help to build trust in your brand and spread the word about your business.
- Show the Human Side of Your Business
Without a blog, a business website can be too formal. Product pages, about us pages, and terms and conditions are not very exciting. They do not provide an opportunity for a conversation. You can use blog posts to show that there are real people working for the business: people who have personalities and opinions; and people who know what they are talking about.
- Builds Credibility
When you post on your business blog, you can prove that you have expertise in your field. You can build credibility with your target audience. Anyone can set up a website and sell products online. But people prefer to buy from businesses that they trust. You can build that trust by posting informative, helpful posts on your blog.
- Build a Community
A blog will help to build a community around your brand. It provides a way for you to have a two-way conversation with your target audience. The comments that people leave on your blog will give you insights into their needs and opinions. You can respond to people’s comments and make your business appear more approachable.
- Improve Your Social Media Presence
You should promote your blog posts on your social media accounts. One of the reasons that people use social media is to discover new content. Your social media accounts should not contain only links to your blog posts. Even so, promoting some blog posts will add to the richness of the content on your social media profiles.
- Generate Backlinks to Your Website
When people find great content, they like to share it with their friends. If you post useful and informative blog posts, readers will share them. Publishers may also link to your content in their own posts. That will create valuable backlinks to your website. Backlinks influence the position of your website in search engine results pages.
- Improve Conversions
A business blog should be a valuable source of information for potential customers. You can post product information on your blog. You can post useful tips related to your products. You can also post real-life examples of how people use your products. Although a blog should not be too promotional, it can reinforce your sales message. It can be the final part of the jigsaw that converts a prospect into a customer.
- It’s Free Marketing
The blog on your business website is yours. You own it, so use it. You don’t have to pay to publish content on your blog, but it does have the potential to reach a massive audience. If you are not making use of your business blog, you are missing out on an excellent, free marketing platform.
Almost every business in every sector would gain by having an active blog on their website. To maximize those benefits, though, you must post high-quality content that provides value. And, you need to make posts on a regular basis. Maintaining a business blog does mean investing some time in it. But, in the long term, there will be a reward for that investment.
Workers’ World Today is a free publication that empowers all workers, regardless of social or political affiliations. Distributed throughout New York City, our paper has a mission to educate workers and provide them with relevant information pertinent to the workforce such as workers’ compensation, discrimination on the job, workers’ rights, and more.