For some time I’ve been thinking, are blogs dead? Maybe they’re just dying. Google Reader is gone and we rarely stand around talking about this or that latest blog post. And so, should you should blog for your business? In my attempt to understand search engine optimization (SEO), inbound marketing, and user acquisition, over and over I keep getting hit over the head with the need to have a blog.
Well, we’re tired of resisting. the Kestrel Co. is now the proud owner of a shiny new blog. There are lots of reasons we’ve decided to start, (I’ve outlined eight of them below) but at the end of the day it’s good for business. It’s good for our business, and if it’s good for our business, I think it would be good for yours as well.
The RSS feed model of blog reading is indeed dead, but creating shareable content that builds your social media presence and improves your search engine ranking is alive and well.
So here they are, eight reasons why we’ve started this blog and think you should get one going for your own company.
1) A blog is good for customer relationships.
“In a relationship, when communication starts to fade, everything else follows,” said someone at some point in some publication.
It’s true in marriage, friendships, and client relationships. If you’re not talking, things probably aren’t going all that well. When your client has a need for services you provide, the farther you are from their mind, the less likely they are to contact you.
Blogging regularly reminds your current and potential customers that you are around, active in your field, growing your business, and able to service their needs.
2) An active blog increases search result placement.
Google is always crawling and indexing your website. They are looking for a number of things: structured content, responsive design, and content appropriate to the site’s title and keywords. But for our purposes, one of the most critical components they’re hunting for is fresh, well-written content.
There’s honestly only one way to accomplish that: some type of content feed. You can call it an event gallery, social media aggregate feed, or updates. At the end of the day, it’s a blog.
Google will see your new blog content and interpret that as an active site that search users are likely looking for. The result will be better SERP (search engine results placement).
3) Every blog article increases your online exposure.
Prior to today, the only search referrals this site (kestrelco.wpengine.com) could have received were based on the small amount of copy we have on the homepage. As of today, we also now have the possibility of ranking if someone searches “why should I start a blog”.
Next week when we post about Search Engine Marketing, we will have tripled our indexed subject matter and widened our search footprint and online presence by a factor of two or three.
The much-discussed “long tail” of search refers to highly specialized, low-traffic search terms that represent a significant amount of total searches. Translation: lots and lots of people are searching online for lots and lots of random things. You can’t realistically optimize your site for every long tail search term, but you can certainly write blog posts targeting niche keyword phrases that are likely to draw highly qualified prospects.
4) A blog will attract more traffic to your main site.
If your website has no blog, your homepage is the main entry-point for site visitors. With a blog, users will come to an individual article on your site. If their interest is piqued, they’ll hit your homepage, explore your services and related information, and hopefully they will contact you and convert to a paying client.
The blog becomes one more entry point for your sales funnel. It’s not magic, but it’s pretty basic. Provide information that people want to consume and you’ve increased your sales potential.
5) Each blog post has long-term marketing potential at minimal cost.
Unlike billboards, radio spots, print marketing, and pay-per-click models, blog posts live on the web forever with little to no on-going costs (monthly hosting costs for your website being the only real cost).
The post only takes a few hours to craft but once it’s published, it will live in the nether world of the interwebs in perpetuity. You can’t beat free marketing!
6) A blog article provides shareable content that points to your site.
If you don’t write anything, there is very little you can do by way of driving your Facebook and Twitter followers to your site. If you have nothing to share, it’s hard to gain new followers and build your audience.
Write blog posts, share them as links on Facebook and Twitter, encourage folks to interact with the posts, and you’ll widen your social media footprint and drive more [potentially convertible] traffic to your website.
7) Consistent posts will position your brand as an industry leader.
According to a Hubspot survey, 60% of businesses who blog acquire more customers than those who choose not to blog. There are hopefully lots of reasons that’s true (as I’ve outlined above), but one of the reasons more customers trust their blogging partners is because they see those partners as industry experts.
You’re blogging, you’re interacting with new ideas, you’re talking about trends and patterns, habits both good and bad. You are an industry expert. Your client followers see that, trust that, and look to you more often when they need an expert in your field.
8) A blog provides a platform to tell your story.
Every company has a story. A blog gives you a place to tell it. Your story is the how and why of who you are. Sharing that with readers shows your authenticity and passion and therefore engenders trust.
Back in the day, the only way to shape your brand voice was through print media. Today, a simple blog post corrects misunderstanding, reveals your personality, and displays your excitement and passion for what you do.
That’s it! Go do it. If you need help, don’t know how to get started, or want us to talk through the marketing potential for your existing site, contact us.