Demonstrate Knowledge and Experience
When you’re representing your company, it can be difficult to showcase your expertise without engaging everyone in a lengthyconversation. But the clients visiting your website want information. They want to know what you’re selling and why they should buy from you. Consider it an opportunity for them to ‘interview’ you and get to know how you view and participate in your trade.
Unless you’re disabling comments for a good reason, you may find that your visitors will be inclined to ask questions, offer suggestions, or provide feedback on your blog posts and/or related services. This encourages conversation and a closer connection with potential customers and helps to build rapport.
Google Loves Frequent Content Updates
Search engines, like Google and Bing, prefer sites which provide regular, relevant content updates. By writing and publishing consistently about topics relevant to your industry, your site will be indexed more often and gain higher SEO rankings than if you simply use it as a ‘digital leaflet’. Comments count as updates, too, so encouraging communication with your visitors can go a long way to getting on that first page of results.
Guest Blogging as a Marketing Tool
Once you’ve established your own blog and gained a little authority in your field, you might want to consider asking other blog websites if you could write for them. These might include companies who provide similar products to you but aren’t direct competitors, networking sites, or industry and interest-specific blogs. Stick with sites that are happy to give you proper credit for the article and a link back to your own domain. Readers who see your content might just get curious about your background or want to read more of your articles, so make it easy for them to find you without making it obvious that you’re trying to market yourself.
Social Media Sharing
If you’re not sure how to effectively market yourself on Facebook or Twitter, you can use blog posts to get the ball rolling. When you’ve written, edited, and published your article, post a little introduction and a link to the page, and share it on both company and personal accounts. It’s a good way to let your network know what you’re offering without looking too shameless, and they may share it with their network, too.
If you’ve got a topic that comes up a lot with your clients, or a question that’s asked frequently and is easily explained in an article, it can be helpful to publish a post that can be later referred to. This should be done politely, however, as you don’t want to appear dismissive, and it should be expected that they’ll have some questions afterwards. Used wisely, though, you can provide support to your customers quickly and efficiently.
I’m sure there are other ways that blogs can benefit your business, but here are a few good reasons to get started. Happy Blogging!