Forget what you think you know about blogging. As saturated as the market may seem to be with travel bloggers, and fitness bloggers, and fashion bloggers, it’s not just a hobby-turned-livelihood for individuals with an opinion and a sassy writing style. Blogging is an essential component of every business’ digital marketing strategy.
Whether you’re an established B2B or B2C business, or a startup breaking onto the scene, a company blog should be the cornerstone of your content marketing efforts.
The prospect of starting a blog may seem daunting, especially when you find yourself staring at that blank page. You’ll quickly find yourself asking demotivating questions: Do I have the time? Where do I even begin?
Don’t despair. We’ve provided a few useful tips to get you started with your business blog below.
But first, let’s explain why you need a blog in the first place.
1) Everyone Has a Blog
Being different is great. Except when it puts you at a disadvantage. That’s just silly.
If your competitors are blogging, so should you. If they aren’t, that’s even more reason for you to start up a blog.
Site visitors during the Discovery/Awareness Phase of the customer journey are on a recce. They’re investigating you and what you have to offer. They’re interested in finding out what you have to say, and how you say it. They’ll be on the lookout for your blog.
A blog will help satisfy their curiosity and help drive them through to Consideration and Purchase phase.
2) More Traffic. More Conversions. More Sales.
This a good point to drop in some stats.
As a B2C business, especially if you’re an eCommerce site, you want web traffic. The more people visiting your website, the greater the chances of converting them into sales.
A blog increases engagement with your brand and helps to establish trust and familiarity. So, in addition to increasing the footfall to your website, blogs boost the number of conversions and sales whilst also helping you keep current customers engaged with your brand.
Then there’s the added benefit of increased visibility online.
3) Boost Your SEO
The more content you produce, the more likely it is your website will be found in a search.
With careful keyword research, you increase the chances of your blog being found by search engines. Well-written, keyword-focused blog articles are more likely to rank highly, with companies who blog, receiving 97% more links to their website.
In fact, websites with a blog tend to have 434% more indexed pages. Having lots of content for search engines to crawl and index, helps position your website as a valuable resource, full of information for people to explore and enjoy.
Still unconvinced about the merits of having a blog?
Between 70-80% of users ignore paid ads, focusing only on organic results. With paid search accounting for only 10% of website traffic, organic search results are clearly more rewarding for businesses.
If you want to earn those valuable locations at the top of a search page, you need to earn those search results through regular blogging and SEO.
4) Socialise It
Add some variety and extra value to your social media marketing by regularly sharing a diverse range of blog content.
You get ready-made content to repurpose and re-share across all your channels. You can incorporate blogging into your social media strategy and write content targeting audience segments on different platforms. Best of all, you can use your social profiles to drive your followers directly to your website with targeted content for different stages in your funnel.
Oscar Wilde famously said:
“There is only one thing in the world worse than being talked about, and that is not being talked about.”
Get people talking about your content. Sharing your content. Leverage the social element of social media to your advantage. Give your followers added value with entertaining and insightful blog articles.
5) Show Your Expertise
We’ve said it before, and we’ll say it again — a blog is an easy way to demonstrate thought leadership and authority in your industry.
Build a relationship with your consumers by becoming a reliable source of useful information. Whatever it is you’re selling. Whatever your industry. You know your business better than anyone else.
Be open and honest. Show your expertise without trying to sell at every available opportunity. Share news, updates and opinions that your consumers will find interesting and insightful. It might not necessarily lead to a direct sale, but it will affect their decision to purchase at some point down the line if they trust and value what you have to say.
6) Give Your Company a Voice
In addition to educating and being a source of industry insight and information for your consumers, your blog serves as your company’s mouthpiece.
Keyword research will tell you the search terms consumers are using — the questions they need answering. Customer feedback and social media comments and mentions, the same.
Having comprehensive FAQs on your website is great. But it can be a bit dry and tedious.
Your blog, however, can be a great way to answer customer questions in greater depth. Write articles that explore these questions, provide solutions, and ultimately show that you care.
Play your keyword cards right and you’ll boost your SEO and SERP (Search Engine Results Page) ranking.
Education aside, your blog can also be used to show the more human side of your business. Entertain your customers with fun and interesting content. They are people after all. And we all like a good bit of distraction.
7) Enjoy Great ROI
If all the reasons above still haven’t sold you on the idea of publishing a regular blog for your B2C website, let’s talk return on investment.
Blogs are relatively easy to set up, and if you’re maintaining your own blog, your only real investment is time.
Of course, time may be something you have very little of, which is why businesses regularly outsource their content marketing.
Good, evergreen content will always be valuable and keep getting found several years after you first published it. This means a blog has a longer shelf-life and endures many other forms of marketing.
How’s that for ROI?
Your Quick-Start Guide to B2C Blogging
At the top of this article, we promised some quick and easy tips to help you with B2C business blog. And here they are:
People lead busy lives. A lot of content is consumed on-the-go. Many people will just skim blog posts. Keep your language simple and easy to read. Short sentences are great for this.
Make your blog stand out. Format key phrases throughout your blog in bold to highlight important information for those skim-readers. Break up your text with headers, videos, and imagery. Visually appealing blogs get noticed, with articles that incorporate images getting 94% more total views.
Give without looking to receive. Tell your story. Share opinions. Identify and address your customers’ pain points. Get people reading and engaging with your blog without the expectation of their having to give you something in return.
Republish your blog content on Medium. It’s another source of traffic and another audience you can engage with in order to build brand awareness.
If you’re interested in finding out how Social INK can help your business, don’t hesitate to reach out here.