In this series, we've been taking a look at the basics of blogging, from what to write about to who to write for. Today, we'll talk about what blogging does for your site and your business.
I don't like math. At all. But I find math to be an excellent visual explanation of how blogging effects your website and your business. Ready? Here goes:
Your business site + blog = more pages = more search engine activity = more potential customers.
Let's see how this works.
How A Blog Helps Your Website
Every time you post something to your blog, you're adding a page to your website. Since most business sites' static content (standard pages like the home page, about us, etc..) only runs to a couple of pages, every page you add means you're looking that much better to search engines.
In addition, the more frequently you update your content, the happier search engines get. (Of course, search engines being the picky creatures they are, it takes more than a blog to get top rankings - but that's another series of posts altogether.) The better your search ranking, the easier you are to find. And that equals a bigger crop of future customers.
Now, let's hop back to math for a moment and see how a blog helps you connect with your customers.
How A Blog Helps Your Business Attract Customers
The sales process is changing. It's becoming much more information-driven. So, in this case, how does your blog help you get customers? It's an indirect process, since salesy blogging is frowned upon. And it looks something like this:
Blog posts + more blog posts = knowledge, information, and authority
Blogging is considered as a form of social media. When you craft a post that really resonates with your audience, it can get picked up and spread all over the Internet like a bad cold (but in a good way). Fittingly, this is known as going viral. And it's an awesome way to draw attention to your business.
Not every post goes viral. And not all of them need to. Your blog can also serve as a knowledge base - a repertoire of information about your industry that people will keep returning to. This indirect marketing not only makes you into a trusted authority on the subject, it also keeps your customers engaged. When they need whatever you're offering, guess who will be first in their mind? You, because you've built up that reputation as a smart and trusted adviser.
Join us next time, when we'll discuss how to hire the right pro blogger.