The ease of publishing and the participatory nature of commenting have made blogs incredibly popular over the past decade. But today they are much more than just personal diaries. Blogging content management systems such as WordPress can power your entire business website, or can be quickly installed on your domain. For businesses that take the time to plan a clear strategy, a blog can bring several important benefits.
1. A Blog Helps Build Trust in Your Brand
In today’s online landscape, you need more than just a red headline sales page to succeed. Consumers are looking for a business they can connect and engage with, and participate in a conversation.
By publishing blog posts and encouraging readers to comment on them, you’re opening up the lines of communication and helping build trust in your business. In addition, regular posting shows stability and consistency, which will make people more likely to feel comfortable purchasing from you.
2. A Blog Provides an Opportunity to Share a Longer Story
As useful as social networking profiles can be, there are limits. Twitter posts, for example, can not exceed 140 characters, and Facebook also has character limits. But businesses often want to share a longer insider story or more in-depth description of a particular promotion or service. Blog posts are ideal for these purposes. By publishing these more substantive stories as blog posts, you can use your social media accounts to grab users’ attention, and then funnel them back to your business blog to continue reading your post.
3. Blogs Are Great For Search Engine Optimization
Google and other search engines are becoming more and more sophisticated, and they now take many factors into account when determining website rankings for particular searches. One important metric is the number of pages on your site and frequency of new published content. By writing new blog posts regularly, you help your business website rank higher for your primary keywords. Static business websites with only five to ten total pages have to work much harder to improve their rankings.
4. Every Blog Post Can Bring in New Customers
This final point is also related to search engine optimization. Internet users turn to Google for just about any information need, and every blog post that you publish is an opportunity for them to find you and your business.
If you are selling a product, for example, you can write a series of blog posts that detail its benefits and the particular problems it solves. Then people searching for information about those topics has a chance of clicking on your post, reading it and possibly subscribing to your updates or purchasing your product directly.
Also, by doing a little research with the Google Keyword Tool, you can brainstorm more specific search phrases that are relevant to your business. Once you’ve identified appropriate keywords with a decent search volume, you can write a blog post targeting that phrase. A blog is truly a platform with unlimited potential in attracting new customers to your business.