Why Your Business Needs a Blog

Digital MarketingLegal offices, general contractors and leadership coaches – what do all these types of businesses have in common? From the name of this article, the common factor – at least as far as this post is concerned – is the need for a blog.

Every company with a website should have a blog. Regular, relevant articles are the bread-and-butter of nearly every online marketing strategy. Blogs help you:

  • Provide quality landing sites for your pay-per-click advertising campaigns
  • Promote interest in and knowledge of your company
  • Establish credibility in your field
  • Encourage discussion about key topics
  • Generate traffic to your site from search engines
  • Enrich your social media accounts

Blogging for Search Engine Optimization

Assuming your website is designed correctly, search engines will be able to read everything you publish. That means everything – Google’s robots are voracious readers. Blog posts, company description pages, your home page and so forth are all fair game.

The next step is indexing these pages – along with information about visitor interactions, the dates of the posts and so on – to give your website a ranking based whether someone typing in a certain set of words would want to read it. On average, sites with blogs have 434 percent more indexed pages than those without.

Of course, search engines are not the only way people visit and use your blog. You can direct them there yourself.

Providing Critical Information

There are plenty of reasons you might link a post during an ongoing conversation. For example, there are probably at least a few questions you get tired of repeatedly answering. Making a brief, personalized message with a link to your blog is much more efficient than crafting unique, detailed responses to each new client’s question. In short, using a blog proactively helps you keep your credibility, while reducing the amount of time you spend answering your FAQs.

By the same function, blogs also empower your existing referral-generating practices. Rather than simply providing contact information, a blog allows referrers to provide links directly addressing the needs of their colleagues, clients, friends and family members.

Starting Off Strong

One of the most overlooked functions of a blog is to begin the customer experience. A well-written blog helps clients become comfortable with the way you communicate, which in turn creates higher-quality leads. In general, readers start to understand your values, your level of formality, the focus of your business and many other aspects of working with you.

Blogs work for every type of business and professional, from actors to zoning lawyers. The internet is a big place, and there is always someone out there looking to connect with your business. If you want to learn more about creating a blog for your business how to promote your business effectively on social media, contact FORWARD Marketing at (773) 227-3269 to speak with a digital marketing specialist.