I believe every company could benefit from writing a blog on their website - but I also know entrepreneurs can sometimes have reason not to start a blog for their business. In this article, I’ll consider both sides of the coin.
Technically, a blog is a “web-log”: it’s a way to keep a journal on a website. It goes from personal bloggers who put their heart and soul out there - to highly specialised business blogs that get read by everyone in a particular niche.
7 Reasons to start a blog for your business.
So why, then, would a blog be a valuable addition to your online marketing strategy? I’ll give you 7 reasons why every entrepreneur should start blogging today!
1. Writing a blog establishes your authority in the field.
Everyone and anyone can set up a website, gets bits and pieces of information together, and start selling their product.
Creating a blog for your business has the potential of putting your company on the map as a real authority on a subject - a regular update on the products you offer or the stories behind what you do, can help people understand why you’re just their best option on the market.
2. Hosting a blog on your website helps drive traffic to it.
You might have heard of SEO or search engine optimisation - it’s a series of practices that have the potential to get your website a higher ranking when people are searching for topics (or places) relating to your business.
With every page you add to your website (and every blog post is a page), you add an extra change of your website ranking higher. If that blog post is well written and contains good information, more people will share and read it - and that alone can get your Google ranking through the roof.
Another thing search engines love, is for your website to keep producing fresh content. As far as they’re concerned, when a website gets new pages (blog posts) regularly, it’s probably better and more up to date than a website that hasn’t been updated in a while.
A third action that can help your blog and website rank higher with search engines like Google, is to have other websites (and blogs) link to your blog posts. Search engines know that these websites link to your page because they believe the information on there is so good it needs to be shared; of course search engines will need to show this page to anyone looking for that topic.
3. A blog can be the core to your online marketing strategy.
Writing regular blog posts means that you always have something to publish on social media. If you include evergreen blog posts (blogging about subjects that stay relevant and up to date), you can keep sharing them on Facebook, Twitter, LinkedIn and others in the years to come.
This way, your blog can act as a gateway to the rest of your website: people will click a link with an interesting title on social media, read your blog post, and hopefully have a look around on your website after that.
4. Your blog has the potential to humanise your company
If you create a blog on your website, you have the chance to tell the story of your company - you can give it a face and a voice. From telling your customers where your products come from to featuring your employee of the month or mentioning what the R&D department is up to, you can create a real bond with your audience by allowing them a peek inside.
5. You can use your blog as a way to inform and inspire your customers
Your company’s blog can be a way to inspire your customers and help them see how your products or services can help them. You can talk about different ways of using a product, do a case study of a person whose life was changed thanks to your services, or you can answer the most frequently asked questions people ask you when they’re interested in buying what you sell.
6. A blog post has a higher converting rate
Blog posts usually have a higher converting rate than any other page on a website. If you manage to write a clear, informative and inspiring blog post, don’t forget to include a call to action at the end; get the reader to subscribe to your newsletter, request more information about your product or services, or maybe even book right now.
7. It’s a great addition to other content you might have
If you’re already hosting a podcast, have your own show on YouTube or any other content that your followers love, a blog can be the way to connect your other content to your website.
By writing a blog post and including your podcast or video episode in the post, you will be able to attract traffic. That traffic will work both ways: getting more people to visit your website after they read your blog post, and getting your website a higher ranking in multiple search engines.
3 Reasons not to include a blog on your business’ website
I hope I convinced you that having a blog for your business is really a good idea. However, there can be really good reasons to not even start blogging…
1. Don’t start a blog if you can’t commit to posting regularly
Writing a few blog posts can give your website a short boost - but if you leave it to that and only occasionally post an update, you won’t get the chance to position yourself as an authority on the subject, and those three posts can’t be a solid foundation for a sound and long lasting social media strategy.
Only start a blog if you can commit to writing one blog post of at least 500 words at least once a month. 500 words really isn’t that much (for your information, this post is 1377 words, including the title). And once a month is very attainable for most people; once a week is probably better but hey, you do what you can. Depending on your subject, the research involved and how quickly you type, you could potentially write 5-6 simple blog posts in one morning. That’s the first six months of your blog covered!
Alternatively, you could hire help - maybe you have an employee who loves writing (or who hates it but happens to be good at it - as long as you’re paying…) - or maybe you could find a copywriter who specialises in your niche and can put your thoughts on paper for you.
Consider the idea of guest blog posts as well. Once your website gains more traction, bloggers might be interested in writing an article for you, in exchange for the exposure - or maybe you could promote something of theirs in return.
2. Blogging is useless if you can’t think of anything interesting to blog about
There. I said it. The internet is full enough - if you can’t find anything interesting to blog about, you might as well not start a blog.
But surely you’re more passionate about your business than that?
3. If you create a blog, you’ll need to promote it too
This is where it sometimes goes wrong - people produce beautifully written blog posts about engaging topics and the article has everything to conquer the world… except for airplay.
The blog posts will need to be published on social media, get beautiful pinnable images for Pinterest, it will need to be shared in Facebook groups and on the newsletter, and anywhere people could be interested in reading it. Only then will your blog get its first followers, and only then will your blog really start to be an indispensable asset for your online marketing strategy.
Basically, a blog is the gift that keeps on giving. You only have to write each blog post once - if it’s got valuable information that your audience loves, it can start leading its own life. Your readers can keep sharing it, the blog post can keep showing up in search results, and with time it has the potential to get more traffic to your website every year.
After that, it’s up to you to convert that traffic into actual sales or bookings!