I’m going to assume that you’re already familiar with what blogging is, and what actually constitutes as a blog. You’ve no doubt came across countless blogs before on your various escapades across the plains of the internet. Somewhere among the funny cat videos, and scanning search engines for those ever-elusive discount codes that could help you save £3 on a pair of trainers, there’s a whole bunch of blogs just doing their thing.
What really is the point of them, though? What are they, just the memoirs of a lonely school kid? Someone’s platform for documenting the full life of their pet, in photos? Well, there’s actually no blanket answer for this, unfortunately, but what I can tell you is that they all serve a purpose. Done properly, blogs can actually be immensely valuable tools, both for your website and for your business as a whole. That might sound pretty ludicrous to some, but actually, you’re about to find out why.
Cue the trusty numbered bullet points, because nobody likes an endless chunk of text, do they?!
They drive online traffic
You’ve probably got a website already, as you’re aware of the copious benefits of having an online presence. How does that typically get traffic? Do you, for example, hand out business cards? Have you already got a strong understanding of Search Engine Optimisation (SEO), and therefore your traffic typically comes from search engines?
Obviously, the general rule of thumb is that the more visitors you have, the better it is for you. Each individual visitor on your site is a prospective customer, waiting to be converted into a lead, or even a sale.
How do blogs help drive traffic to your website? Well, each time you publish a new blog, that’s a new page for the search engines to index. The likes of Google will crawl your page with their magical robots which scan to see what the content is about. If your page is relevant to a user’s search once it’s all been indexed, then there’s a chance that your blog post can be the page that answers someone’s question, if you like. To help apply this pitiful explanation, we’re going to use an example.
Jimmy wants to find a new bike, in Manchester. Jimmy opens up Bing (I went there) on his phone, and he searches for cheap bikes in Manchester. Four weeks ago, you published a blog post, that was titled ‘cheap bikes in Manchester’, and is basically fully geared (get it) towards that search that Jimmy did, because you’re a clever clog, aren’t you? Jimmy sees your page, realises that this is exactly what he’s looking for and he clicks on it.
Of course, there’s more to it than that, but that’s essentially what happens at face value.
Further to that, Jimmy likes your post that much, he decides to share it on social media. Jimmy’s friends love the post, so they share it too, and next thing you know, you’ve got a load of people that have just visited your website, simply because of your blog.
They can help your business to demonstrate
you know what you’re talking about
Now, I’m in no way insinuating that you’re anything but amazing at what you do – in fact, I’d probably speculate that you’re one of the best out there, hence why you care about making improvements and educating yourself. The thing is, though, it’s quite difficult to establish authority, and really show your customers, or prospective customers, that you’re the guys/girls they want to be going to when they need the information or products that you’re offering.
Think of it this way, people obviously know that there is probably a solution out there for them, hence why they’re hunting for it themselves. In fact, they probably think there are multiple solutions. If it’s yours that they find, and they’re comparing and contrasting yours against another, then why are they going to pick yours? Do you come across as subject matter experts, for example? Do you offer a whole bunch of content, free of charge, that really demonstrates not only your superior knowledge but your willingness to help? If you can demonstrate that you’re going to be going one step ahead for your customers or audience, then technically, you’re establishing authority, and really showing that you know what you’re talking about.
Even if you don’t personally see the relationship between producing something free that’s designed to help, and getting a sale, trust me, it really does work, and it should all hopefully sink in soon.
Once you’ve helped someone a few times, you never know, they might just come and buy from you.
It can help convert your traffic into leads
Someone’s now visiting your website, thanks to the fact that you’re now blogging. Then what? What’s going to happen next?
Think of a time you’ve been on a website yourself. You might not remember exactly how you’ve got there, as you did it on autopilot, but what did you do once you arrived? Oh, what’s that, a banner? I’m going to click that… the next thing you know, you’ve bookmarked something useful, filled out a form, downloaded a document, whatever. Do you remember why you did that? Were you impressed by something that you found maybe?
Basically, once you’ve got someone on your website, you want to keep them there. You want them to perform an action of some sort, so you can contact them, or so you can sell to them, essentially you’re looking to meet your aims/objectives, right? Blogs can help you do just that. If your blog is well-written, as expected, and basically answers the question that you think the person that clicked on your content wanted answering, then people might just be inclined to do the things you want them to do. Of course, it’s a bit more of an exact science than that, but that’s the basic theory at least and it’s been tried and tested thousands of times before. Why reinvent the wheel?
It allows you to communicate to your audience,
in ways that direct communications can’t
So you send out emails to people, write them letters, whatever it is you do to talk to the people that matter to your website/business. You’re not going to send them a 1000 word article via their email inbox, are you? At least I hope not anyway! You’re probably going to send them something short and sweet, designed to do a job in the easiest and least content-heavy way possible aren’t you. But then where does the depth really come from?
With blogs, on the other hand, you can quite happily churn out 1000 words of content, and people might even read the majority of that, and enjoy it too. They expected it to be long, and they want to learn something, perhaps. Further to that, blogs can be a little more adventurous too, and full of personality. You can really be yourself in these posts, and take people on a journey that you couldn’t possibly imagine when writing a fit-for-purpose letter, for example.
You can even write a basic description in your email, and then link to a blog on your website, and that way you’re not only offering them more information at will, you can even track and learn about what your audience are interested in. Imagine that!
I hope this has been of benefit to you, and you’ve learnt something not only of value but of interest too. I’ve found blogging of great use not only at businesses I’ve worked at, but on my own personal blog too, so I’m not just making it up…not all of it anyway!
About the Author:
Matthew Trussell is an International Business student at Nottingham Trent University, who’s immensely passionate about writing, with experience in Marketing/content writing with a FTSE 100 company. Hire Matthew on PeoplePerHour.
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