Business Blogs: Why you should get yours off the ground
You’re scouring the web for ways to bolster your business’ online presence, and you notice a reoccurring recommendation by marketing pros: start a blog. Actually, it’s more of a declaration. After which, you’ll likely hear this assertion paired with: “the absence of a business blog represents countless missed opportunities to reach new clients.”
But is this true?
The answer: Yes, yes and most certainly yes.
Business Blog Benefits
Business blogs offer a great deal in terms of cost-effective, persuasive advertisement. Effectively implemented, blogs speak to your clients during off hours, answer tough questions, market products and create a sense of community with your readers. Business blogs can do almost anything short of answering your business line.
Need more reasons to start your business blog right away? You’re in luck. We have plenty.
Building Credibility with Business Blogs
Business blogs build credibility by showcasing your competency, expressing professional insights and framing your business as the solution to a client’s problems.
To illustrate the importance of credibility, it’s time to look inward. On most days, we’re all customers in one capacity or another. To fulfil our daily needs, we make purchases. In turn, we selectively interact with businesses that we decide are best-suited to provide these products and services.
At some point, you’ll ask yourself “is this organization competent enough to fulfill my needs?” But, how is competency determined?
Competency presents itself in the form of knowledge, skill and resources:
- Knowledge – I understand your problem.
- Skill – I possess the skills to solve your problem.
- Resources – I have the resources and tools to solve your problem.
This is what failing to deliver on 1 of the 3 competency markers sounds like to clients:
Establishing your competency with business blogs
Let’s tackle each point individually.
- Displaying Knowledge – To establish your business’ knowledge, understand and accurately represent potential paint points of each client. Although your services and products may be geared toward solving numerous problems, focus on the pain points reflective of specific blog posts.
- Displaying Skill – For skill, your business blog should explain HOW your company’s expertise and abilities translate to meeting client needs. A simple way to display skill is to qualify you or your staff’s expertise through certifications or other factors.
- Displaying Resources – With resources, on your business blog, clearly define what your business uses to provide its solutions to clients. Resources aren’t always tangible and range from employees, tools, technology, software, databases, etc.
While focus on the 3 competency markers may differ from blog post to blog post, keeping these core principles in view will create a sense of professionalism and engagement with clients. Also, some industries will emphasize some points more than others.
Business Blogs for SEO
For most businesses building an online presence, search engine optimization (SEO) is front and center of their concerns. Why is this? Regardless of how well-written your content is, it’s less likely to be seen without using SEO practices, as search engines won’t place your blog on the front page without good cause.
So how do business blogs come into play with SEO?
The answer: Each new business blog presents a new opportunity to boost SEO by targeting keywords and building on your company’s previous SEO strategies.
While developing a business blog, it might be easiest to approach each post individually – however – this isn’t the ideal strategy. For quality SEO, business blogs work best with long-term plans and goals established from the get-go. This is because, effectively optimized blog posts should link back and forth to each other with internal links, presenting a common theme.
Essentially, your business blog represents your company’s unique take on your professional domain and a common theme.
In addition to presenting a company theme, by linking your business blog posts to one another, each piece coordinates and can increase their collective SEO value and paves a path for clients to navigate seamlessly from one blog post to the next.
Example of inbound links:
In this example, the text refers to a specific blog post containing an internal link. The link offers a deeper look into why the presentation of copywriting matters and how it can be improved. Although this an excellent SEO strategy, it’s important to only practice it when relevant. Linking to irrelevant content can dissuade readers to continue, as you just derailed their topic of interest.
In summation, it’s not about how many internal links you have but more about how they work with one another. It’s also important to note that too many internal links on a single post can appear haphazard and lazy — especially if readers find them obstructive.
Form a funnel with Social Media + Business Blogs
Social media platforms complement the potency of business blogs. Successfully coordinated, both blogs and social media platforms create a funnel leading back to your site. At the core of a solid funnel is publishing content that engages audiences, and blogs help in this manner by offering more avenues to speak to your clients and customers.
Everyone likes an active business on social media platforms; it allows those interested in your business to stay up-to-date on company news, deals, product rollouts, etc. With charming blog and social media posts, copy can captivate readers, leading them to your contact or landing page.
However, finding interesting topics to post about on social media can be problematic if:
- There isn’t any company news.
- There isn’t a holiday coming up.
- There isn’t a sale or promotional event.
How do business blogs correct this problem?
Answer: Business blogs stimulate meaningful interactions with clients and customers through the exchange of valuable information. Paired with engaging content, a business blog sparks long-lasting enthusiasm in your brand and prompts clients to return to your social media platforms.
Employing this strategy designs a funnel in which social media platforms market your business blog, visitors view your post and then arrive at your company website.
Funnels can be constructed from a variety of paths, including emails — but in this example — we’ve included our social media post at the broad end, the blog post as a refined point, which leads directly to our website.