Blogging has come a long way since its early days of online journals, but it’s still largely associated with beauty professionals, lifestyle gurus, and foodies.
What about blogging for business? Is it worth the time and investment to start a blog around your business?
36 percent of Forbes 500 companies have a blog. They clearly see the value in it!
While many pundits continue to preach the value of an email list, we think there’s still room for the blog as a business tool.
Read on to learn ten reasons to start a blog.
1. A Blog Helps Build Trust for Customers
The ‘know, like, trust’ factor is a popular term in marketing circles. It refers to the three feelings you need to nurture in a customer for them to become a loyal buyer.
You can achieve them through other sales channels like social media or email lists. But blogs, through their public-facing nature and more in-depth content, help to build the ‘trust’ factor.
That’s because you build trust over time, by continually sharing useful, honest, and transparent advice. Social media and emails to a list have a short shelf life.
But a blog post can be discovered weeks, months, or even years after publication.
2. It Establishes Expertise
Following from the previous point, blogs give you a space on the internet to demonstrate your knowledge and expertise.
This is how lifestyle gurus achieve that status – by regularly sharing what they know for a defined audience.
Whatever your topic, you’re sharing your knowledge for free.
It shows a reader how much you know about your subject. Which in itself helps to build trust that you understand your own product.
3. A Blog Is a Place to Host an Email List
With customers now receiving so much email, they’re less likely to sign up for new lists from landing pages.
But blogs are different.
You’re providing content before they even sign up. And if they like your blog content, they’ve got a good idea what they’ll receive.
So, your blog posts provide a good incentive for them to sign up to your list too.
4. You Own Your Own Real Estate
You can build a following on social media, but you’re always playing by someone else’s rules. Setting up a blog on your website gives you a slice of internet real estate that’s all yours.
Facebook or Twitter algorithms may change but your content remains in the same place.
5. It’s Great for Lead Generation
Businesses with blogs enjoy 126% more lead growth than those that don’t run a blog. That’s partly because blogs integrate well into an email list.
But it’s also because the people who do sign up for your list are warm leads. They already know who you are and what you do because they’ve read your blog.
That makes it much easier to help them with your products because you’re not pitching anything cold.
6. Blogs Boost your SEO
Regular content on your blog helps to remind Google that your website is current. It also gives you a way to generate inbound links, as other blogs link to your content.
By targeting particular keywords, you’re telling Google what your blog is about. You’re also making it easier for your content to be found because Google will reward you with better placement in the search engine results.
7. Blogs Usher Customers into the AIDA Funnel
AIDA is a copywriting term that refers to a popular formula. It stands for Attention, Interest, Desire, Action. Your customers move through those stages from their first contact to their first purchase.
Blogs on their own are unlikely to generate a customer’s desire for your product unless they’re a regular reader of your content.
By linking to other articles on similar topics on your blog, you can keep the customer on your website for longer. That makes them more likely to buy from you when they’re ready to purchase.
8. Blogs Differentiate Your Product
By blogging about your product or your business, you’re putting your own spin on what you sell. This is a great way to differentiate yourself from your competition.
How you talk about it is just as important as what you say. Blogs give you a space to do that.
9. Keep Your Advice in One Place
It’s easy to maintain a business presence on several channels. Youtube, LinkedIn, Twitter, Reddit…
A blog provides a central hub to host all of your advice. You can post SkillShare presentations, Youtube videos, and even podcasts on their own blog posts.
And if you include a transcript of tutorial videos or radio appearances, you give search engines something to index.
Instead of giving traffic to other platforms, you can direct customers to your own website right where they can buy from you.
10. Blogs Provide Content for Social Media Posts
We’re not saying you shouldn’t use social media.
Far from it.
Blog content gives you something to promote on social media.
You can break a post down into a handful of tweets, or spread key points across an Instagram story. Just make sure you direct interested readers back to the original post for the full breakdown.
Now You Know the Reasons to Start a Blog
Blogging is far from dead.
Even if your business sells lawnmowers or hearing aids, you can educate your readers about the products they want to buy.
Turning those readers into customers is one of the best reasons to start a blog. Think of your website as a shop window for your products. Your blog is your best employee, explaining the best features to shoppers.
Have we convinced you? To learn more about blogging, click here and dig into our range of articles.