Does my company need a blog?
YES, yes, and yes! Your company needs a blog. A blog serves as one of those easy flowing methods of communicating with existing and potential customers or clients as you may prefer. It is an online journal or informational website that can be accessed by different people who have an interest in the topics you write and share on.
Blogging allows you to share different forms of text, photographs, videos, and other visuals. It can also be used as a marketing strategy by your business to attract new customers/clients. It is also a way to communicate with customers – to get feedback from them.
Benefits of having a blog
Attracts new customers
Keeping in mind that how customers communicate and search for products and services have changed – so then should automatically the ways that companies interact with their existing and potential customers. This is important in that they get to grow their competitiveness in the market or industry they operate in.
Customers tend to search for products and services on the internet – as random as a simple search and not particularly on a certain business’ website, and so this gives coverage to all providers of that service or product.
A blog, through the use of keywords, will appear as one of the search results and the potential customer might end up on the blog, hence in the process creating interest in the business’ products and services and way more. From this search, that individual now knows about the business/brand.
Increases credibility as an expert in your industry
Posting content based on topics that your business or brand specializes in increases your credibility as an expert in your industry. This surely does not happen overnight, but with the more blogs or articles you post, and not only on the blog but also social media platforms, people see your content and have heard about you, and that way you start building a digital presence and becoming a credible source in your industry – just as illustrated by the 2009 Edelman Trust Barometer survey results below.
From this momentum, existing and potential customers are bound to look your way for all advice relating to the topics or industry you are in – mainly because you have grown your presence and have provided credible sources and research to back up the content you share on all your digital platforms.
Re-purposes blog content for social media
Which is one of the best ways to advertise? Word of mouth? I think so too.
Blogging will get your business or brand exposure on social media if it is seen by the right people. How? Well, people are bound to share your article if they find what they are reading interesting, and if it answers questions they have and others may too.
This content is likely to be shared on platforms such as Facebook, Linkedin and Twitter to name a few. This way your existing customers are assisting your social media manager in post content – reaching a wider audience than you possibly could have reached using solely direct marketing strategies.
Drives traffic to your business website – which can be converted to leads
Based on that you now have some traffic on your blog – from internet searches and sharing of content on social media; people that found the article interesting or your blog should have the ability to access your website.
Take advantage of this. How do you do this? Well, you create a lead generating a Call to Action. This will prompt the reader or potential customer to take action, this action is predetermined by you.
For instance, it could be filling in a form and receiving a free e-book, or clicking on your website to find out more about a special offer on the product or service you sell.
A blog works in the favour of your brand or business. Not convinced yet? Surely there are many more benefits and reasons and examples of companies that are winning through this art of blogging. These benefits are just the tip of the iceberg. Take the leap, and I assure you, you will see the benefits and the rewards of having a blog as a company. If you don’t know where to start, try out some guides and courses on how to go about building a blog presence.
About the Author
Lebogang is a Digital Marketing Analyst Intern at the International Institute of Digital Marketing. She is a lover of growth in the forms of continuous learning. Such as completing a short case for a specific discipline.