So you have a business, brand or product that you’re really proud of and is really awesome.
You have a website, you market your product or service well, and you’re getting decent conversion, but you want to drive more users to your website from all over the world, not just in your local area. One of the best tools you can use to improve the exposure of your website and raise your SEO is to have a blog! A blog is an interactive way to connect and communicate with your consumers while also generating inbound leads. It can be a great way to market yourself via Social Media or an email newsletter, and is also a great way to get your consumers to pick up on the identity and personality of your business.
Using fresh and relevant content can keep your consumers informed on what’s going on in your business, inform them of events that could benefit your target market, or give your consumers helpful information about your product or service.
But you think a blog is just a way for people to rant on about pointless things?
That’s where your blog can be different. If you focus on content targeted specifically to your market, you can keep people coming back for more, creating a consistent returning audience. So let’s say Athena has a great small business where she crochets hand made clothing and jewelry. Athena has a website with an efficient and well-functioning shop to sell her products. She wants to shout to the world about her work and drive more conversions from all over the world. If Athena were to build a blog on her website, she could use her blog to her advantage by bringing a broader range of audience to her site. She could use topics such as describing her process, the source of her yarn, exciting events in her industry, or even offer giveaways on her blog. This could lead to people creating repeat interactions – signing up for things like newsletters and updates to your site – which in turn can bring more people back to you for your product or service. As long as you keep your topics consistent in your market and have an exciting spin on things, you can inform your market using high quality content that also gets you exposure.
Another great benefit to blogs that is under appreciated is creating a network of links that are relevant to your website or blog, or Link Building. According to Moz, Link Building is “the process of acquiring hyperlinks from other websites to your own.” So let’s say Athena was talking about how her yarn was hand spun by Catalina in Argos, Athena could write a blog post about where Catalina gets her wool, or what machine she uses to create the yarn, and Athena can link to Catalina’s wool shop. In turn, Catalina will also mention Athena’s beautiful handmade jewelry and clothing on her own blog or website! This is what we like to call reciprocal linking, and in turn, can drive customers that would normally be on Catalinas site over to Athenas and vice versa. A great benefit to link building is that it connects you with key influencers in your industry and helps you to build and maintain a long-term relationship with them, which in turn, creates advocates for your business.
Link Building is also valuable for improving your site’s SEO.
The Beginners Guide to Link Building explains that search engines use the links you create to crawl the web; they crawl the links between individual pages on your site, and they crawl the links between entire websites. These links, however, also need to tie into your content and want to connect with sites that are only going to be beneficial for your audience. You want the blog to ultimately make a positive impact on your business and that can only happen if you have the right content and supporters.
So, there you have it – just a few of the many reasons you should use your blog as a tool, not a ranting space. Be sure to have a unique voice in your industry so you can attract an audience from all over the web, use the content you gather to achieve marketing goals, and use original, engaging, valuable, and compelling content. Everybody needs to start somewhere, so let’s get to it! Blog away my friends.