Blogging is simple and provides a direct communication channel that you should be using, if you aren’t already.
Blogging is a useful marketing tactic that helps increase the online visibility of a company. You can use it to inform and educate your audience, while providing content that lets the world know you have something of interest or value to offer.
It’s also worth mentioning that you don’t have to be a designer or a computer whizz to blog; WordPress is just one example of a user friendly content management system you can use to create your blog.
Here are a few things to consider in order to make your blog a useful part of your marketing strategy.
Your blog will struggle to generate leads unless it provides high quality, relevant and targeted content.
You want your content to be interesting and intrigue people, maybe even offer a solution to their problem. Why not make people aware of a great opportunity you can offer for instance?
Don’t forget to include a call to action to get people to take the next step in engaging with your business. Something as simple as getting people to sign up to your newsletter can be a great way of getting valuable leads.
Arguably the biggest benefit of blogging is driving traffic to your website. If you want to generate genuine leads, then you should drive traffic to your website.
Creating relevant content for your customers helps drive traffic and if people like what they see they may link to it too.
When you do content marketing, you have to “market” your content. That means you’ve got to go out and promote the content on social media. Your business is probably on sites like Facebook, Twitter or LinkedIn. Post links to your blog from your social media platforms. Generate intrigue and give your social media followers a reason to click through to your website.
Posting content regularly will help your blog appear in search engine result pages but this requires commitment and consistency. Blogging is a never ending task and to do it successfully you need to develop a routine that makes it fit in with your ways of working.
Spend time creating a content calendar to keep you on track. Think about your content strategy too and write down a list of ideas to blog about ahead of time.
Search Engine Optimisation
Your blog shouldn’t just be relevant to your audience, it should also be relevant to Google. You should endeavour to appear in the search results.
In short, blogging helps your SEO and is key to beating your competitors in the search engine results pages.
You need to get your webpages indexed by Google and blogging is a top way of doing this. Every new post is a chance to get Google to crawl and index your website. Regularly creating relevant content that people share is key.
Using keywords in your blog helps. List the keywords or topics you want to rank for in Google and use these words when writing your posts.
If you don’t have great content on your site, or it isn’t optimised for SEO, then it’s likely that the other stuff won’t matter much.
Relevance and Authority
When done right, a blog won’t just generate leads, it will increase brand awareness and brand authority.
Blogging is earned influence. You should also aim to position your brand as an industry leader. If you want to grow your company’s reputation, you should be writing articles which are topical in your field. By posting topics which resonate with your audience and demonstrating your knowledge, you are marketing your skills too.
Blogs provide another way to deepen the connection with your customer. They can help you build trust. The more you can show that you know your stuff, the more likely your customer is to trust that you can supply the product or service they need.
Build trust by being a source of information. Consumers and customers like to be informed. A blog creates a place to talk about your new products or services, comment on timely news topics or market trends, and share your latest company news.
It’s also a great place to let your brand’s personality come through and show people what you’re all about.
Blogs give businesses a voice, so why not share your expertise? How else will you position yourself as a subject area expert and thought leader?