Whether you’re running an online business or a traditional bricks and mortar operation, your website is your shopfront. If you want to be found on search engines and engage your readers, it’s important to regularly update your website content. The simplest way to do this is through regular business blogging – that means adding a new blog post on a weekly, fortnightly or monthly basis.
Did you know? Google processes approximately 63,000 search queries every second, with the average internet user searching for something on Google at least four times a day. When these figures translate to billions, even trillions of search results every year, the opportunities to showcase your business through your website are endless.
Business blogging provides you with the opportunity to educate your prospective and current customers, elevate your profile and build your brand. Adding blog posts is a simple, straightforward way to regularly update your website content and keep your business top of mind.
Below, we’ve outlined 7 ways blogging for business can help you grow your operation. Our aim is to help spark new content ideas for you and your business. In no time, you will be able to engage your target audience and, ultimately, convert them into new customers.
How does business blogging help your profile and bottom line?
1. SEO increases your website’s visibility
We often have clients asking, “Why is SEO (Search Engine Optimisation) so important?” Google is constantly hungry for new content – and not just any content. Each page or post needs to be fresh, authentic and compelling.
When you consistently publish new content, including blog posts, search engines will regularly index your website. This makes it easier for people to find you on the internet. The more people find you in their internet searches; the higher your site will climb in search results. The greatest advantage to this is that potential customers will find your business before they see your competitor’s website. And who doesn’t want their business to be at the forefront?
2. The significance of keywords
The strategic use of keywords in a blog post increases your chance of ranking for that particular keyword.
A keyword describes the content within your blog post. It captures the search term you want to be found for. Think about the terms people use when they search for your products or services. You’ll soon come up with a list of keywords or keyword phrases.
You may think that all the information people need to know about your business is already on your website’s Home, About and Services pages. Sure, you have your contact details clearly stated. There’s a list of your products and services with clear descriptions. However, a new blog post with different keywords can provide further information about your business and help you hit that coveted number one top spot in search results.
Getting started with keywords
Answering questions your potential customer would ask is a great way to help gain a strong search engine ranking. For example, a company selling clippers to cut hair might post about, “How to use clippers to cut hair neatly”. While a real estate agent may post about, “Top 10 tips to improve the presentation of your house”. These are called “long tail” keyword search terms because the reader types in a question or a long search term.
Let’s say you’re running an accounting firm. Rather than solely focusing on words such as “accounting services” or “accountant”, additional keywords can help your targeted audience find you in no time. For example, you could write a post titled, “7 ways to get a bigger tax refund” or “How to determine the right structure for your business”. Writing about your specialised services and the type of clients you support is a great start.
If you focus on a specific area or geographical region, think of how you can add that information into your post. A blog post about how you provide “tax lodgement services for individuals and families in Brisbane” or how you specialise in “bookkeeping for small businesses in Melbourne’s inner west” will fare better in search results. The more specific you can be to a reader’s search intention, the more likely you are to rank for that particular search term.
3. Building & growing your brand personality
Have you noticed how brands these days aren’t just selling their products, but also their brand personality? Do they portray strength? Are they compassionate? Are they known for being fun and light-hearted?
Consumers increasingly want transparency from the businesses they buy. They’re interested in the background of your business and why it began. Your customers also want to hear about your wins and progress. This is where business blogging can help prospects understand more about your business.
Stories about you or your team members often make for engaging blog posts. Blogging about real people provides the opportunity to “humanise” your business and will help them relate to you. People will appreciate how approachable and personable you are. Remember, most people do business with those they know, like and trust.
4. Build your authority & raise your profile
You know you’re exceptional at what you do. It’s now time to tell others about it on your website. And it’s not about blowing your own trumpet. You have solid evidence from your loyal customers.
Have your clients increased their revenue through the help of your innovative software? Do customers consistently tell you how reliable and efficient your services are? Writing a blog post is a great way to ensure others know about it while helping to raise your business profile.
Customer testimonials or client success stories give your readers a unique insight into your offerings and services. They get to understand how you’ve fixed a client’s problem or found a solution to improve their business efficiencies. Most of all, potential clients will read about how your industry knowledge and expertise is the reason behind the glowing feedback.
5. Educate & inform your audience
The internet provides endless choices, but readers want to filter it down to who is the best and most knowledgeable in the business.
Business blogging has become the ideal way to educate and inform your audience. A blog post can be created relatively quickly and easily, then published within a short timeframe. This is a far cry from traditional publishing, such as newspapers, magazines and books, which have a much longer lead time for publication. By setting up a regular blog post schedule, you can develop a system to help you consistently generate fresh content. This provides you with an excellent opportunity to let everyone know what you know. Readers will see that if you’re going to take the time to share your expert knowledge and expertise on your website, you’re a business they can trust. Knowing they can rely on you also puts you ahead of your competitors.
6. Find your ideal clients
Along with compelling and authentic content, it’s also essential for your blog posts to target the right audience. When you start writing, think about:
- How does your product or service meet your customer’s needs?
- How can your reader relate to the problems and issues you’re addressing?
- Why is your product or service different from others?
Addressing these questions will not only help you find the right clients. You will be able to set your business apart from others. Readers will confidently make a decision based on the level of expertise you portray and the informed advice you provide in your posts.
7. Profile your team members
Your customers love knowing about your business updates, especially when it comes to the team helping your business succeed. Profiling your team members in a blog post is an excellent opportunity to let your customers know, “Hey! Our products and services are awesome, and so is our team!”
Providing information about your team members also goes back to our point about humanising your business. A blog post about each of your team members, including their specialist experience or knowledge and how they help your customers, ensures readers are engaged through personable, friendly content. It can be the deciding factor in a potential customer choosing you instead of your competitor.
Updating your website content isn’t so hard. All it takes is scheduling regular blog posts, just like this one.
Want to know more secrets to writing fantastic blog posts for your business? We’re working on a Blogging for Business course. In this course, we’ll reveal a system that helps you to generate loads of blog topic ideas and how you can quickly and easily write posts to connect with your ideal clients. Click here to receive updates on the upcoming release of this revolutionary course – and get ready to welcome more clients!
Need the professionals to write them for you? Feel free to contact us via our Contact page.
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