Why Does My Business Need a Blog?
By Gianni D'Alerta
SEO and Blogging
Ah, SEO optimization, it’s an ever-elusive target these days. Earlier this year, Google recalibrated their algorithm significantly, again, in an update called BERT. Hitting the SEO mark can be a difficult and short-term solution, as things may change tomorrow. It’s better to optimize with valuable content that is updated regularly. You may need to tweak things here and there to stay current, but with a consistent library of content for google to peruse, you’ll never find your SEO ranking completely off target.
Communicating Brand Voice and Creating Awareness and Blogging
Is your brand fun? Casual? Solid? Dependable? Efficient? Knowledgeable? A combination? What better way to help customers get to know your brand than by providing them valuable content in your brand’s own voice. It’s more cost-efficient than advertising expenditures, more personal than a print ad, and can be more effective than direct mail. One blog post can spread throughout the web, heading to secondary and tertiary potential consumers through your primary target audience.
Generating Leads Through Blogging
Turning potential consumers into leads is a difficult task. Your blog post can ease that path by creating a rapport and then adding a call to action. While playing the long game may not always be your goal, moving potential customers from simple awareness of your product or service to an active customer is not always a quick process. Use a strong call to action to move them through the process. Be creative with that call to action – it doesn’t just have to be buying your product. Use your blog posts to create a newsletter, offer a link to download something useful, request a quick survey, or offer something for free to encourage action.
Creating Authority through Blogging
Small businesses don’t have unlimited budgets like some companies seem to. You probably don’t have the funds to name a stadium or sponsor a major tour, but a blog can establish you as an authority with very little cost. Clearing up confusion, explaining a complex system in words your potential consumers can understand, or providing a clear approach to a difficult situation can create an air of authority in your customer’s minds. Even if you’re not the industry leader, if you are the leader in their minds, they’ll turn to you when they’re ready to invest.