It seems like blogging is a controversial topic in the marketing world as of lately. Business owners and marketing managers are wondering, does blogging work? Should our company have a blog? Is it worth the time and money? I can’t speak for anyone else, but based on my personal experiences and the company I work with, my answer is yes, yes and yes. I think regardless of whether you are a small business owner or you have a large corporation, blogging can be SO beneficial for a variety of different reasons. Yes, there are some things you need to take into consideration and be careful of when it comes to blogging, but overall it is so worth it...and I’m going to tell you why!
If you are selling the same products as your competitors, what differentiates you from them? Your voice. How you talk about your products and how you sell them is a huge part of converting customers. Blogging is the easiest way to get your voice across and show your current customers, as well as potential customers, who you are and what your company stands for. One of BMG’s customers is a window tinting company. While window tinting provides a ton of amazing benefits for both residential and commercial settings, it isn’t the most exciting thing to talk about.
Blogging gives you the ability to pick the topics you and your company are most passionate about and write about it in your own way with your own spin. You can make a topic like window film interesting while still providing your customers with useful content and information. You don’t have to only blog about topics in your industry, you can also talk about your company, your employees and what you value. This gives your customers the ability to learn more about you as people and will ultimately lead to a better relationship, which is the perfect segway to our next topic 😊
Like we just mentioned, blogs are a great way to build rapport and build a relationship with your customers. They can learn about your products and what you sell/do, which is great, but what’s even more important is that they can learn about YOU. It allows them to learn about who the company is and what its values and mission are. Not only that, but they are also able to learn about the people they will be working with on their potential customer journey. It’s a great first impression, helps build trust, and can ultimately give you a great head start in front of your competitors. It gives your customers the ability to see if you and your company will be a good fit or not before they even speak with you on the phone or meet with you in person.
Not only does blogging help build rapport and trust, but it can also help drive traffic to your website. You can utilize SEO and incorporate highly searched keywords so your blog is highly ranked. This will help drive traffic to your website. Once you have potential customers on your website, you can increase your conversions and generate more income. All of that comes from blogging. Yeah, the platform costs money and it costs money to have an employee write it, but think about all the customers you can drive in if you are writing engaging content people want to read. The sky's the limit, which is why I think so highly of blogging. Regardless of whether you are a big company or a small company, whether you are selling a tangible product or not, people are online searching for a solution to their problems. Have your blog be the first answer they see.
Having a blog is a great way to create a sense of community within your industry. Opening up your blog for comments gives a platform for not only industry leaders, but customers to speak and interact about industry topics as well as other topics that have nothing to do with the industry whatsoever. Having a blog opens up a conversation and gives a sense of community. Customers can talk with other customers and customers can talk with industry leaders. If your customers are subscribed to your blog, it’s a great way to maintain a relationship with past customers, as well as keep them in the loop and updated on the industry if they are ever in the market again. The options are endless people and it requires no work on your end!!
We already talked about generating leads and converting customers, but having a blog also encourages inbound links. You can incorporate your website back-links into your blog so potential customers can click and end up on your website. It’s another super-easy way to get your website out there for potential customers. With that being said, you want to be sure you are doing an appropriate amount of inbound links. Do them where they are necessary, but don’t overkill it. There is no bigger turn off than reading a blog or an article and having a million links that all go to the same page. It’s super frustrating and can make a potential customer go in a different direction. Just put the inbound links where they are appropriate and you will be good to go!
So there ya go! Blogging is a super simple and very affordable way to not only increase traffic to your website but build trust and rapport with your potential customers. Not to mention, it works for businesses of all sizes. There are a few things to pay attention to and keep in mind to ensure a successful blog. If you are interested in starting a blog for your company but aren’t sure where to start or have any questions at all, give us a call, we would love to hear from you! 😊