It's a well-known fact a lot of businesses are now online. Data from the Australian Bureau of Statistics (ABS) shows on the one hand Australian citizens are voracious users of digital technologies and services, but on the other there isn’t the same level of usage or adoption among small businesses. This is an opportunity missed by many small businesses and this was highlighted recently by Telstra’s Small Business Intelligence 2018 Report. It clearly showed that customer expectations of small business is that that they are findable online, they have a web presence and customers can transact online with them. In fact, 62% of customers will stop considering a business if they can’t find information about it online. 60% of customers will stop considering a business if it doesn’t have a website.
Of course, there is a difference of opinion on how deep those digital connections should go. The type of business you are in will also play a part in what you want to do in the digital space. This article goes into detail on the reasons why every business website also needs a blog to accompany it.
Now, if blogging is not your thing there are plenty of other alternatives. This includes video, case studies, podcasting and guest blogging to name a few. But for the purpose of this blog we will still opt for the most powerful way to draw a crowd that want what you have on your website, and that’s a blog.
1. A blog provides another reason to visit your website
As mentioned, a company website can differ a lot depending on whether it's there to sell products and services or purely for informational purposes. Whatever the purpose though, the thing you want is for potential customers to visit you online.
A regular well thought-out blog will give your existing and current customers are reason to come back and visit you and keep you top of mind in your industry.
Of course, website visits may happen when users want to buy or get information from you. A blog provides another option that can help to ensure you generate web traffic on a more consistent basis.
2. A new blog post is a reason to email your customers
These days there is a lot of email marketing occurring. The problem is most emails aren't appealing unless you are specifically looking for a product or service. There is also the risk of customers ignoring your emails just because of the sheer amount of marketing messages they are seeing.
Therefore, it's essential to have more depth to the communication you have with your customers. An active blog provides another reason to communicate via email that can focus on information and education. Consumers may remember one of your blog posts they found useful, which means they may be more inclined to continue building a relationship with you and who knows, even buy products and services from you in the future.
3. Original blog content is vital for successful social media
Most brands now appreciate the importance of having a successful social media presence. Of course, that's easier said than done - so it's important to think about which elements lead to success. Sharing plays a part, but the more successful brands also produce a fair amount of original content themselves.
Part of this process means creating content exclusively for social media using various tools to grow your account. However, you also want to promote content you already have - such as from your website. You can use content on your blog that allows you to share opinion, information, and insight that isn't purely based on generating new sales.
As business owners and marketers we must always remember that the relationships you are building on social media platforms like Facebook and Instagram are not owned by you, they are rented. Everything you do on social media is on rented space.
Your website on the other hand is your domain. It’s your property and the more your blog the more value you bring to this very important digital asset for your business.
4. A company blog allows customers to learn more about you
These days it's relatively easy to start up a new business, set up a website and various social media channels. However, that makes your new brand bland and unknown.
A company blog can be used to showcase more about you and the people behind the business as well as the way the brand operates. Sharing your story this way can be very powerful.
Of course, this is a reason also to be unique with the content you put on your blog. It's crucial to stand out in crowded sectors with high levels of competition. Customers may be more willing to buy from you if they can get a feel that their values and interests match those of your brand.
5. A company blog is a way to showcase your expertise
Another good reason to update your company blog regularly is to showcase your expertise. No one has the same level of experience, wisdom, history and passion as you do. As mentioned, various sectors are incredibly crowded, so it's crucial to be unique and do the thing that others are too busy to do.
There's generic information that can be detailed - but that content is something any other business in your sector could also write about.
Instead, you should aim for more specific content from your company or industry that demonstrates what you can do. For example, you can discuss case studies of previous work and success you have had. Of course, this type of content will be especially useful for attracting new clients or customers. Equally, you can provide tips that may not be linked to a specific product or service, but will be of interest to your followers nonetheless. The critical point here is to add value and keep your business in the minds of consumers.
This content has focused on content marketing and in particular some of the various reasons you should have a blog on your website. Brands have websites for a variety of purposes, but a strong digital presence is vital for us all.
Take me for example. I wanted to start reaching out and building my relationships with my email subscribing community. I also wanted to get back into writing and sharing my learning of what is working and what isn’t it the world of small business and marketing. I wanted this to have a fresh looking website that my past or present students can rely on for up to date information. I am now on my fourth consecutive blog.
Making a public commitment to show up every Wednesday at 10.30am in my customer inbox keeps me connected to the people that matter the most in my business, and it keeps accountable.
Remember, a company blog provides another reason to visit your site and to email your customers. It also offers original content for social media, allows customers to learn more about you and is a way to showcase your expertise.