Image Credit: becomeablogger.com
Blogs are a popular form of marketing content, adding color and personality to websites for companies selling everything from high-end imported bicycles to pink peppercorns to solar panels. What are some of the advantages of blogging? In this post, we’ll look at the value a blog adds to your business’s online presence, and some of the ways you can use blogging to raise your profile.
The earliest blogs were personal blogs, or “perblogs,” online diaries capturing the daily life of the author. Readers loved their engaging, relatable style. You can use this medium to introduce yourself and your team to your customers. Maximize impact by including a bio and headshot at the head of the blog page. You can also give posts a personal focus by interviewing members of your team, giving them the chance to write guest posts, or writing “behind the scenes” posts about your company.
SEO Optimization is a long-term, multi-level strategy for improving search engine rankings. Incorporating a blog into your website is only part of improving your site’s SEO, but it is an important part. In a nutshell, SEO is about text and links – search engines will use the presence of both to “detect” a relevant search result. You can use a blog to increase the amount of relevant text and links on your website. If other blogs, sites, and social-media pages link to your blog entries, those “backlinks” will help raise your search-engine ranking as well.
Not Just Words
As we covered above, text-based content is valuable, but visual content is captivating – and useful for creating or teasing posts on social media platforms like Facebook. Every blog post is an opportunity to post several photos or images – and to link to an album on a site like Instagram. Whenever you come up with a blog topic, consider ways you can integrate visual content. Remember, a blog post doesn’t have to be a longform article – a few photographs balanced with a few hundred words is plenty.
Image Credit: www.blogherald.com
The Social Network
New blogging platforms like Tumblr are a seamless blend of blogging and social-network features, allowing users to write and publish text, images, and videos as well as interacting with a friends list of fellow bloggers. These platforms arose to fill a demand built into the popularity of blogging, which has always been an interactive medium. You can use your blog to network with other professionals in your field, including digital-media and marketing experts who can act as a springboard for you. Check around to see who else in your industry is blogging or maintaining a strong Facebook presence, and start sharing and linking their blog entries. Chances are, they’ll return the favor.
A blog provides leads and customers with a way to engage directly with your company. You can invite customer feedback by publishing regular posts about products and services. Your blog can even become a source of market research, with commenters offering candid feedback about your merchandise. If you respond to comments promptly, visitors to your site will see you interacting with customers in a positive, professional way, and they’ll be impressed.
Blogs are a way for you to show that you have an extensive knowledge of your industry. Demonstrated competency is an asset to every business owner, but it’s especially helpful for companies where customers may feel daunted by a complicated purchasing process. Real estate, home improvement, financial services, marketing services, and technology are just a few examples of industries where customers may want reassurance before making a decision. Your blog can also function to highlight the skilled or specialized nature of services customers may be reluctant to invest in, like design, consulting or creative services.
Share and Share Alike
Blog posts are shareable, and every update to your blog doubles as a Facebook post, a Tweet, and any number of other social-media prompts. These channels flow back to your site, as well – a Twitter exchange can be expanded into a blog post, and an archived Facebook Live segment can be embedded on your blog with brief text commentary.
Get in Syndication
Blogging on your own website is an asset to your business, but you can also blog on other sites. Alumni associations, industry and professional groups, news magazines, tech and product review sites, and community business associations have blogs. They’re often receptive to guest-blog pitches, and may even be glad to add a regular volunteer blogger to the roster. You can cross-post this content to your blog and share it on social media platforms. You can also link to previous blog entries and archives, and include a bio with a blog and website link and a headshot at the end of each outside post.
Blogging is a commitment – and it requires an investment of time and effort. But as we’ve seen in this post, that investment will pay dividends for your business. Why not experiment with some short text or photo-oriented posts, and see if blogging is something you’d like to make a regular part of your web presence?
Are you interested in learning more about blogging and other components of a digital-marketing strategy? At Square 1 Group, we’re committed to providing a comprehensive digital-marketing strategy for each of our clients. Contact us for a consultation today!