They do, and here are five reasons why you should include a blog on your website.
There is a stigma surrounding blogs. Some people tend to think that blogging is not a real job, or that no one reads blogs. However, I can conclude that those naysayers don’t realise that blogging can significantly benefit business. And here’s how:
- Blogs allow you to share relevant information with your customers about your products or services. You can write blogs about anything from medical services to handmade baby clothes; all you have to do is find an angle. Take this blog, for example, today I’m writing about blogging, but my previous blog was about holiday marketing. Both include services I offer, both are relevant to my industry, and both blogs help my clients better understand what I can offer them.
- In writing a regular industry-relevant blog, you are establishing your authority in the field. Forbes.com explains that building this authority allows you to breed “trust and familiarity, keeping you top-of-mind when your prospects are ready to buy”.
- Blogging improves your Search Engine Optimisation (SEO). That is, by having a well-written blog full of information and terms relevant to your products or services, you will have a better chance of customers finding your website when they are searching online. This, in turn, can generate more traffic on your site which may have the flow-on effect of creating new business.
- Blogging can also help you develop your brand or persona which humanises your business. By having a blog which is written in plain language and targeted to your niche market, you allow your customers to see what sort of person you are, or what kind of products/services you offer. For example, your writing may project a specific trait, such as trustworthiness, which people then go on to associate with your brand and products. In turn, this leads you to be at the forefront of the customer’s thoughts when wanting to purchase because they already trust you and your brand.
- Blogging can help you stay ahead of the curve. I’m the first to admit that sometimes it is hard to come up with regular content for blogs. One way around this is by researching industry-relevant news. This research can include reviews of competitors, keeping up-to-date with industry trends or even finding out more about something which a customer may have requested. All of this study can be fuel for your blogs and may also help you jump onto an impending trend before your competitors do.
So you see, blog writers don’t just sit around in yoga pants all day, drinking coffee and writing about their kids. Instead, they are helping small businesses, just like ours, create connections with clients. A blog can help you grow your business by getting your name out in front of potential new customers. It can help your business and website stay relevant, generate SEO and improve click rates. So don’t let the stigma stop you from taking the time to create a blog on your business website. Why? Because people DO read blogs.