Having a company blog today is part of the fabric of a reputable business presence online. However daunting it can be to run a blog, doing so can significantly raise the likelihood of growing your business. We’ll run through seven reasons why you should take action and start writing regular content for your company blog as soon as you can.

1. Turning prospects into customers

Often, consumers are only alerted to useful products or services after reading the relevant posts online. By drawing their attention to your posts, consumers are more likely to want to read more about your offerings.

Many people online are active readers of blogs – so often, the first glimpse into your business they have is when they read your posts.

Furthermore, those who visit your website for the first time will most likely not be ready to buy yet. This visitation is an opportunity to establish a relationship of trust, by nurturing your website visitors with valuable content that reflects the personality and ethos of your business.

2. The opportunity to share your expertise

Blogging gives you proof that you are someone who can address your prospects’ needs. It’s an excellent way to gain their trust, and leads will only turn into customers if there are enough grounds for an effective transaction between you and them.

There are various topics to blog about within your niche, meaning that when advising a specific client, you are able to reference particular instances that you have previously blogged about. This blends the general posts with personal application.

Instead of spending time giving the exact same advice to different people, you can simply refer them to the blog post you wrote about that same topic.

Not only that, blogging also increases your search engine rankings.

Posting regular content on your website is a necessary factor in attracting search engines to keep acknowledging your website. Put differently: posting relevant content regularly on your website shows Google that you’re an active business that’s worth ranking higher than a static website with no updates. If nothing is updated on your website on a regular basis, other websites that post regularly will be prioritised over you.

Blog posts are also a necessary tool to include important keywords on your website to increase your website’s overall SEO. So even if people didn’t read your posts, you still need a blog for your overall rankings in search engines.

See Also: Why Social Media is the Key to Search Engine Rankings (Video)

3. Increasing credibility

In business today, a blog page has become an expected section of every successful website, and an absence of one will be noted. If your website visitors notice there’s no blog, it can make them think twice about your credibility.

People browsing the web are – to some extent – aware that it takes some form of investment to run a blog, so websites lacking one will raise some alarm bells as to whether your business is doing as well as it says ‘on the tin’ on your homepage. Basically, a regularly updated blog is a good way to show prospects you’re alive and well, doing the things you state on your website, and that’s what prospects want to see before they part with their money.

4. Keeping your existing clients informed

Without a blog, you don’t have much to give clients a feel for who you are and what you care about. As the conversion from leads into sales relies heavily on giving prospects a personal feel for who you are as a person, blogging is essential to avoiding the impression of a faceless company who might not be able to help them the way they need it.

Without a blog, you don’t have much to give clients a feel for who you are and what you care about. As the conversion from leads into sales relies heavily on giving prospects a personal feel for who you are as a person, blogging is essential to avoiding the impression of a faceless company who might not be able to help them the way they need it.

There is also the element of comfort in reading your thoughts when clients are already familiar with your tone of voice and style.

The more familiar you are with someone, the more it’s likely you prefer that person over someone else (and recommend you to others!).

So it would be natural as an existing client to seek out your blog updates to follow what’s going on, thereby continuing the relationship they have/had with you.

However, if there’s no blog for them to follow, there’s no incentive to return to your website, meaning that over time they might forget about you.

5. Increasing social media traffic to your website

You can’t gain as many followers and interest on social media without your own, unique articles to refer back to. Additionally, social media has the ability to post links to interesting content on your website. This is an excellent way to increase traffic on the website, and traffic can, of course, lead to sales.

Having a blog is part of an overall strategy to market yourself online. If you send out newsletters, you need to link to a blog. If you’re on Facebook and Twitter for the sake of promoting your business website, you need to create an incentive for people to click on your links to go to your website. People don’t want to see the same old, same old. They want to see fresh and original content. Until you have that, you can’t get that many click-throughs from your social media profiles.

6. Testing new opportunities

It’s a good way to test out ideas you don’t know will be popular or not. If one post generates next to no interest, while a second post motivates a significant reaction, that could be a signal that the second post is more worthy of your attention.

The wonderful thing about a blog is that you don’t have to post the same type of content week after week. There will be many people who won’t read more than a single post of yours, so they won’t know how and what you wrote about in your other posts. You can exploit this by varying your post topics, so you are likely to attract readers with different problems they’re seeking answers for. That way, you can test how much interest there is for addressing specific problems you deal with as a business. This could really be a valuable source of information for your overall business strategy.

7. Bringing long-term results

Last, having a blog is a long-term investment in something that has major benefits for your business. Over time, a regularly updated blog with valuable content will attract more traffic to your website. This takes patience in the beginning, but you won’t regret the long-term benefits you’ll reap as a business.

It doesn’t take much to start a blog, as long as you already have a website in place. Posting on it regularly will require your dedication, but it doesn’t have to take up much of your time if you plan it well. On the whole, the valuable contribution to your business’ credibility will make it all worthwhile.

In the future, we will write more articles on how you can set up an editorial calendar and put together a content strategy to easily and always have regular good quality content for your website.