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Inbound Marketing Blog

    Why Does Your Website Need a Blog?

    Posted by Rachel Chapdelaine

    The Value of Business Blogging


    So you’re new to the world of online content, and don’t exactly understand the role that blogs play in getting your company’s website exposed to the right kinds of viewers. Do people even read blogs? you wonder, ponderously. Well, according to SocialMediaToday, 77% of internet users read blogs and 81% of U.S. consumers trust advice and information from blogs. So it turns out that if you want your company to be a visible to the right kind of viewers on the internet, you’ve got to reach them by producing great content, namely a blog, that will be attractive and useful to them. Here are a few reasons why your company’s website really needs a blog.

    First of All, What Is a Blog?

    A blog is a resource on your website that contains articles that educate your visitors about your specific industry and, occasionally, your products or services. It’s an excellent opportunity to attract your target market to your website with informative content that answers questions and provides solutions to the problems they have (or may not even know they have).

    Benefits of Blogging

    Blogging is fundamental to a successful inbound marketing strategy and gaining a competitive edge online. Not only does it offer your potential customers something of value when they discover your website, it gives you an opportunity to express your tone and add to your company’s brand.

    Although there are a multitude of additional benefits of blogging, the following will most likely have the greatest impact for your company:

    Benefits with Consumers

    • Establish your company as an industry thought leader – Providing interesting and valuable content about your industry and your buyer personas’ industries will increase the credibility of your company. It shows that you are knowledgeable, have an opinion and are aware of industry trends.  70% of consumers learn about a company through articles rather than ads; wouldn’t you rather your customers come to your blog for advice rather than go to a competitor’s?
    • User Experience – More educational website content that is easy to navigate helps your visitors learn more about your industry and services. They have a positive user experience because the questions they have in mind when they go to your website are answered. Their positive user experience turns into trust for your company and staying-power for your brand.
    • When you create original content that is valuable, interesting, aligned with your buyer personas and easy to digest, you are more likely to have social shares of this content pointing directly to your website. If you choose to just share curated content, or content from other sources on your social channels, you are directing these potential visitors and leads to someone else. Creating your own original content is what helps you garner those visits and accolades for your own company.
    • Conversion opportunities with CTAs – small businesses that blog generate 126% more leads
    • Increased customer acquisition – The percentage of businesses that have acquired customers through their blog is positively correlated with the frequency of your blog posting. Posting 2 to 3 times a week is key to keeping your customers returning to your website and continually providing them with new and dynamic information.
    • Develop a connection and build relationships with potential and current customers, vendors and other businesses in the industry.
    • Engage current visitors with enabled comment boxes and other portals for interaction.

    Benefits with Search Engines – What Does Google See?

    Common Objections

    Some companies think that they don’t have time to invest in a blog, that covering certain ideas may spark controversy, or that blogging just won’t work for their specific industry. The latter is often an objection for companies in highly regulated industries, in which publishing information about specific topics can be a liability, creating the content is a challenge and digesting the content is difficult for audiences.

    Making a Name for Your Company

    HubSpot is an excellent example of a company that provides free education about an industry and its services with a do-it-yourself approach.  By providing free advice and information on topics that interest your target market, potential customers will view you as a credible source of industry knowledge and are more likely to hire or purchase from your company. Ultimately, it is up to the customer to decide if your product is the right fit or if it is more efficient for their company to perform a service internally. Some of your visitors may have already made a decision before visiting your website, but providing them with accessible, valuable content may just change their minds.

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    photo credit: Ѕolo via photopin cc

    Topics: Inbound Marketing