Once upon a time (not so long ago) only a select few businesses had websites. Now they’re considered essential for enterprise and few, if any, serious businesses are without them.
In the same vein, a regularly updated blog on that website is now also critical to business. And to put it bluntly, if you don’t have one, you’re a step behind.
So let’s look at business blogging, what it offers and why it’s the new frontier of marketing, image and customer service.
The business blog
Basically a business blog is your own personally curated opportunity to engage with your clientele on a regular basis by writing articles and providing information that is interesting or important to your audience.
It enables your business to establish a tone and dialogue with existing and potential customers, while positioning yourself as an expert in your field.
Usually between 400 and 500 words per post, blogs should be loaded at regular intervals. For some businesses that’s monthly, for others it’s fortnightly and for larger enterprises it can be as regularly as one or multiple times a week.
What it does
The blog serves a series of purposes, and make no mistake, one that’s delivered well can put you in the prime position in your field. How? Well let’s take a look…
Establishing your authority
A blog allows you to personally engage your potential and existing customers by providing unique tips, insight or expertise in your field. It enables you to regularly share your company ethos and brand, or discuss pertinent issues to your industry.
The upshot of that is it establishes your business as a credible authority in your field.
Providing additional insight to clientele
As the blog is akin to your personal magazine, it allows you to highlight incentives, campaigns and tips for your audience. It’s a subtle way of marketing products or services you have by offering wisdom, advice or information to your clientele.
Placing you front of mind
One of the prime purposes a blog serves is to keep your business name “front of mind”. A well-written, interesting blog will keep clients coming back to your site for further information. If you then also put your blog to work through news feeds and email campaigns, it ensures people keep coming back to you and remember your name.
Your website ranking
This point is important...a well written, keyword driven blog will increase your website ranking, taking you from the dark depths of Google’s Page 8 to Page 1 if you play your cards right.
The art of this is not simply inserting keywords time and again, it’s about considering what people are likely to search in relation to your industry and building a blog post strategy that will catch them in your web.