To Blog or Not to Blog?

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    There are over 152 million blogs on the web, and the number keeps growing.

    Although some people might still associate blogs with fashion, travel, or lifestyle blogging, business blogs have become an essential marketing strategy for business.

    89% of businesses think blogs will continue rising in the next five years. Blogging can solidify a company’s web presence.

    If you are wondering whether adding a blog to your business’ website is the right decision, we’ve got you covered. Read on to learn why having a blog is the right move for your business.

    1. Blogging Creates Healthy Competition

    Adding a blog to your website creates healthy competition. Companies that sell the same products as you saturate the internet. It’s crucial to show your customers what makes your company unique.

    For example, if you sell workout clothes, having blog posts about fitness tips, exercises, and overall wellness. Linking your products to the content will set your brand apart.

    Your blog will reflect your business’ values, personality, and uniqueness.

    2. A Blog Attracts More Traffic to Your Site

    If your goal is to attract more traffic to your site, blogging can put you on the right track. Businesses that have a blog on their website see about 55% more visitors.

    When users search for a specific topic, a blog in that niche will pop up on the search results.

    Let’s say you own a travel insurance business. If a user is looking for travel tips, and you offer them in the blog section, they will click on your site.

    Having your blog pop up on a Google search will earn your business a new reader that otherwise would have never searched for you by name.

    3. Having a Blog Improves Your Search Rankings

    Almost every business operating a website has heard of search engine optimization or SEO. Having a high SEO ranking will ensure your site shows up on the top of the Google results. As supposed to it showing up on the obscure third or fourth page that no one ever clicks on.

    The goal of every business is for their name to come up on the number one spot of a Google search.

    Having a blog will help your business improve its SEO ranking. For starters, search engines like to see fresh and quality content. Outdated or inadequate quality articles will not fly will Google, and they will drop you.

    On the other hand, if you update and produce quality blog posts, Google will reward you with a higher ranking. You should have topics that are relevant to your site, easy to read, and overall sound quality.

    When you produce blog posts, you also focus on keywords. When a user types that specific keyword linked in your blog post, they can have a direct link to your site.

    Google also rewards businesses that use keywords correctly. However, if they overuse the keyword, it can have the opposite effect.

    Search engines don’t like keyword stuffing. If you’re hoping to include as many keywords as possible, you are in for a surprise.

    4. Blogging Allows Better Communication With Customers

    Having a blog on your site will open up the personal side of the business.

    When you have a blog, your clients can leave comments and open up the dialogue. You can open up a comment and interact with customers in real time. They will be happy to share their perspective with you.

    If a reader disagrees with a point you’ve made on a post, they will have a space to voice their opinion, which will open the conversation to others.

    5. Blogging Establishes Businesses as Authorities

    If your blog posts are well written, engaging, and researched, it can establish your business as an authority both online and offline. No matter what size your business is, a blog shows the public you have experience in your industry and you want to help people understand your products and/or services.

    This means, existing and new users will continue to visit your website to get the answers they need. Once you become a go-to source, more traffic will follow.

    6. Blogging Improves Traffic & Conversion Rates

    Whether you offer products or services, you want to make sure every person visiting your website acts. That action could be buying a product on your e-commerce site, signing up for email updates, or subscribing.

    To Blog or Not to Blog? 1

    If your website has a blog, visitors are more likely to spend more time on your site, which will lead to higher conversion rates.

    Let’s say your a customer doesn’t buy a product, but they subscribe to your mailing list, you have a conversion.

    On average, sites that produce 15 blog posts per month have more than 1,200 new leads each month.

    7. Blogging Creates Trust in Your Customers & Potential Customers

    When you add a blog to your website, you show your customer you’re doing it to bring them the most up to date information.

    You prove to your customers how much you care about their customer experience and listen to their suggestions.

    Customers are more likely to trust you when you connect with them on a personal level and give them the content they want to read. As we all know, customers like to obtain products and services from companies they trust.

    Blogging Helps Provide a Social Media Presence

    The great thing about having a blog on your website is that you can share blog posts across all social media channels.

    As part of a sharing network, you can create more exposure for your blog and bring in more people to your website.

    When you share your blog posts on social media, you also encourage your followers to share with their friends. If you share a blog post on Facebook and your customers share it with their friends, your post could go viral.

    Having a large chain of shares will give you more social media exposure.

    8. Posting Often Increases Inbound Linking

    As a business, you want your clients to spend as much time as possible in your site. One great way you can accomplish this is by having them click on inbound links.

    Inbound links are links that lead to other pages within your site. You can use your blog as a way to create natural inbound links.

    You can link to other helpful blog posts or information within your site.

    Having the right amount of inbound links will also improve your SEO ranking. However, if you have too many inbound links, it can get you penalized by search engines.

    9. Discover Who Your Audience Is

    To find out who your target audience is, connect your blog to Google Analytics.

    Analytics can give you access to specific information about your audiences such as how much time they spend if they visit your other pages and geographical information.

    Having access to this information can give you ideas for how to engage with those customers. Learn what material your readers find more engaging.

    Did your visitors prefer a topic over another? How long did they spend on each post?

    It will also show you if you’re reaching your target audience. If you’re not, you will have the opportunity to modify your content.

    Using a Blog for Business: The Bottom Line

    Now that you know all of the benefits of using a blog for business, it’s time you start (or re-start) your own. Having a blog will help you connect with your customers, establish your website as an authority, improve your conversion rates, and give you a social media presence. In the end, it will make you more money.

    Are you ready to take your website and blog to the next level in 2019? Contact us to learn how.

    About The Author:

    Chris Kirksey

    Chris Kirksey

    Chris Kirksey is the CEO of Direction, a digital marketing agency reflecting the culmination of a 15+ year obsession with digital marketing. It all started with an eBay business at 9 years old, then transitioning from domain investing and website building. After a 6-year US Army career leading intelligence collection teams both in the US and overseas, Chris now brings a sophisticated approach from cryptologic language and adversary data intelligence to digital marketing intelligence. His precision and planning of military campaigns, now reflected in digital marketing campaigns, have proven successful for clients in industries ranging from law firms to technology startups.