Blogging; 5 reasons your business needs to be doing it
In this ever-increasing digital age, you can't afford to overlook the power of a good blog.
Blogging is just another form of marketing: more specifically, content marketing.
You need to be engaging with your customers online. It is not enough just to have a website these days. Consistent, regular blogging will take your marketing to a whole other level.
Here are 5 reasons you cannot afford to ignore:
#1 YOU NEED WEBSITE TRAFFIC
FACT: Companies that blog get 97% more traffic to their website
If you want your business to get noticed and you have a website, you need to blog. It's that simple. You don't have to be a big multinational, you just need to have something to say and a desire to say it. And it's good for SEO (Search Engine Optimisation), too. The Google spiders love a good blog!
#2 YOU NEED YOUR BRAND TO BE RECOGNISED
FACT: 68% of people read blogs about brands that interest them
If your blogs are being read then your brand is being noticed. Additionally, if you keep true to your house style and tone of voice in your blog then it becomes more recognisable. Your audience will be more likely to talk about what they have read, or better still share your blog with their friends which will only increase your 'reach'.
#3 YOU NEED TO ENGAGE WITH YOUR AUDIENCE
FACT: 80% of internet users interact with social media or blogs
Unlike an article, the blog speaks to its audience in an informal way. It is conversational, easy to read, and should be relevant. The ideal length for a blog is somewhere around a 2 to 4-minute read. Think of your ideal customer, cup of coffee in hand, grabbing a quick 5 minutes of downtime in between meetings. If you can grab their attention, create an effortless read, and send them on their way with a top tip or bookmarking your page to visit when the next coffee calls, you have done it right!
#4 BECOME A BRAND THEY TRUST
FACT: 90% of consumers find custom content useful
If your audience finds useful information in your blog and they like what you talk about then they are more likely to want to buy from you. Essentially that friendly, conversational style that you are so successfully using, without any hard selling in sight, is building a relationship with them - they could be your next customer. Blogs that provide tips or lists are very popular and can provide some 'takeaways'. Even if your blog is merely skimmed, it will still provide some standout points.
#5 BLOGGING WILL SAVE YOU MONEY
FACT: Content marketing costs 62% less than traditional marketing
If you were to take the average cost of an ad against the cost of creating great content such as a blog there is simply no comparison. Even if you employ the services of a freelancer or external agency to write regular blogs for your website, the saving will be worth it when measured against the ROI (return on investment).
And if you are one of the businesses that use or are thinking about using an external source to write your blogs, then you will be pleased to know that 62% of companies outsource their content marketing.
Are there any downsides to blogging? No, the main reason that businesses don't blog is operational rather than because they believe it to be ineffective.
time - blogging takes up a huge amount of time (an average blog takes 3.5 hours to write before editing)
consistency - you need to be consistent and blog regularly
patience - results are not instant. Think of it as a long term goal to build relationships
resource - you need to use other marketing methods to drive people to your blogs such as social media posts or email marketing
So if you are thinking about blogging for business, think about the benefits to your business - don't think of blogging as another item on your 'to do' marketing list. If you are not doing it, your competitors will be.