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Does the idea of writing 1000 words every week bring you out in a cold sweat? I get it! It’s time-consuming to write content, and often strangely difficult to write about your own business. I find it so much easier to write for my clients' businesses than about myself.
Blogging might seem like a bit of a luxury compared to the day-to-day running of your business, but the statistics would beg to differ. Demand Metric quote that websites that blog generate 67% more leads than those without.
So if you’re a business that relies on a steady stream of customers finding your products or services on line, then blogging should be a core element of your marketing strategy.
If you (or your boss) need any more convincing then here are my top 5 reasons to start a business blog:
1. Blogs help potential customers find you
When people are in the market for a product or service, they’re often not even aware that your company exists. They just know that they have a problem and they want a solution. That means you need to leave a trail of breadcrumbs so that they can follow it all the way to your site.
If you know your target audience well enough, then you’ll know the sort of questions they’re asking and the problems they need a solution for. This is the start point of your breadcrumb trail. Write a series of brilliant blog posts about these topics and those that read them will become aware of your business.
Not only that but assuming your blog has internal links and your website copy is written with conversion in mind they’ll be able to access all the information they need to make an enquiry or purchase.
2. Blogs tell Google that you’re keeping your site up-to-date
Google genuinely wants to provide its searchers with quality information that answers their questions. Sites that keep themselves regularly up-to-date with timely, unique, and information-rich content will be preferable to sites that stay completely static for years at a time.
3. Blogs help your customers feel more connected to you and your business
Blogs are a great opportunity to let your personality and business culture shine through. This is especially helpful for traditionally “dry” sectors like financial and legal services where professionalism and expertise can often get in the way of being approachable.
When I write blogs for my clients, I’m always keen to know more about them as individuals, as well as any “tone of voice” documentation they might have for their brand or business. That’s because the style of your blog writing speaks volumes to your potential customers and can help them feel more invested in you and your business. When they feel more connected to you, you’re far more likely to stay at the front of their mind giving you that all-important competitive edge.
4. Blogs remind your potential customers that you’re an expert in your field
If your blog is genuinely informative and interesting with a unique perspective, it sets you apart from your competition as a true expert in your field. It leaves your readers in no doubt that you know your stuff and that you and your business will be able to solve their problem.
One word of caution here though is to ensure your content is easy to understand. No one wants to be bamboozled with industry jargon even if it does show that you know the lingo. Aim for clarity and simplicity so that your reader stays with your blog right to the end.
5. Blogs give you the basis for the rest of your content marketing
Let’s face it – coming up with regular ideas to keep your Instagram or LinkedIn pages updated is not something that floats everyone’s boat. Creating quality long-form content like blogs helps take some of this pressure off.
Take this blog for example. I will probably create 5 pieces of social content from it - taking a snippet from each of the 5 points that I’ve outlined. I might have to tweak a few words here and there, but most of the work is already done.
Remember to add a link to your blog in your social post and you’ve also added a few more breadcrumbs to the trail that’s leading back to your site.
I’d recommend checking out Hannah Isted’s work here too because she is an absolute wizard at maximising the potential of long form content to create a shed load of great social posts.
So what are you waiting for?
Why not set a timer for 45 minutes, open up a new Word doc, choose a topic that you know your customers are interested in, and write a few pages of text. If you want more information then I’ve pulled together some super-simple tips to make your business blog even more successful.
If you’re reading this and shouting at the screen – BUT I STILL DON’T HAVE THE TIME! - then please get in touch or have a look at my blog writing services. It doesn’t cost the earth and with the prospect of more leads heading to your website as a result, it could pay back very quickly.