5 Benefits of Blogging for Business and Marketing You Should Know
Like so many, you’re probably wondering if blogging is something that will actually help your business or is just one of those fads, where everybody is doing it because everybody is doing it. The truth is, it depends on afterward. If you do it correctly, then it can have a big positive impact. If you do it wrong, however, then it will be just another page on the internet that nobody visits.
Here we’re going to cover the benefits that blogging can offer you, as well as look at how you can gain those benefits. In that way, you might be one of those people whose blog actually pays off and becomes a useful and well-read part of your business website.
Blogs can build trust
If they’re used to do so, then a whole host of additional benefits will come forth. The thing is, many businesses end up skipping this stage and go straight towards trying to get those other benefits.
That is not a good idea. Why? Because only when you’ve got readers that actually trust what you’ve got to say will your blog be able to do any of the other things that you’d like it to. And why is that? Because if they don’t trust it, then they’ll just end up going somewhere else for their information. And if they’re not reading your website, well then it doesn’t really matter what it says, does it?
So, the first exercise should always be to build trust. That means giving your readers the information that they’re actually looking for. Find out what kinds of questions your audience regularly asks and then answer them.
At this point, you should not be trying to use your blog to sell your product. Sure, you can point them to your product, but that shouldn’t be the main point of your entries. For if they don’t trust your website, then they’re just going to see an entry about your product as advertisement and nothing more.
Pro tip: If you want your audience to believe that what you’re saying is true, start off by saying something that seems to be disadvantageous to yourself. For example, admit where you’ve got a shortcoming. Tell them how they can significantly increase the lifetime of your product. Or explain why a cheaper product that you’ve got might actually be a better buy.
Whatever afterward is far more likely to be believed, even if it has nothing to do with your original admission. People assume that because you said one thing honestly, by way of the halo effect, everything must be honest.
Blogs can display authority
Once you’ve got some followers that actually trust you, you can go on and use your blog to establish authority. A good way to do that is to interview important people in your industry or allow people within your company who really know their stuff to demonstrate their know-how on your site.
Why would you want to showcase authority? Because once people trust you and believe that you’re an authority in a certain area, then they’ll believe you about other things as well. For example, if you manage to establish yourself as an expert in how to get the most out of a product and your audience comes to you with information in that regard, then when you tell them how a new product will significantly improve performance, they’ll believe you in that regard as well.
In this way, it becomes much easier to tell them about movements in the industry, new developments within your company or whatever else you want to tell them (of course, if you tell them a bunch of lies, then your trust and authority will suffer, but that goes without saying).
Blogs can connect you with Influencers
With trust and authority will come the attention of people that actually have the ears of other movers and shakers (as well as audiences). They will start to come to your site and connect with you about the ideas that you’re expressing.
And once you’ve got them on board and discussing your blog and its ideas, then that will lead to a positive feedback loop where the authority and trust in your website are once again boosted.
This is a good place to be.
Now, you can actively help this along by connecting with your influencers in the field. This means following them on twitter and other social media platforms, re-sharing what they’ve got to say and in other way appearing on their market.
Just be aware that they’ll certainly appreciate this, but if your blog is not interesting to them because it has nothing to say that they don’t already know or that they are interested in, then that strategy will only get you so far.
It can serve as a cheaper marketing platform
If you’re starting to achieve the things listed above even a little bit, then your blog will start to do something else for you and that attracts audiences organically. With this, I mean that people will start to share your content across their networks and you’ll start to rank on search engines as well.
When this starts happening, your marketing costs will start coming down, as you’ll no longer have to spend all that money getting your brand name in front of your audience. They’ll be doing part of the work for you.
Sure, creating content is still something that costs money, but you can often create some fantastic content for a lot less than it would costs to reach a few thousand people with it. You can even produce some yourself, particularly if you use some writing service companies to edit your content and really make it sing.
It can help you tell your brand’s story
Sure, you’ve got your about page to do that. Still, you are about page can’t be too long as people will lose interest. Your blog, on the other hand, can delve into different aspects and different ideas. That, in turn, will allow you to give a much better account of what your brand means.
From there your audience can move from just buying your product because it’s a good product, to identifying with your brand and what it stands for. Once you’ve got that going on, you’re starting to build up some serious brand loyalty, which is exactly what you’re looking for if you’re hoping to weather the storms that the marketplace is sure to throw your way.
What’s more, these stories can also serve an internal cohesion function, as you can put your employees in the spotlight, demonstrate how they embody the companies ideals and make them feel special besides.
In this way, your brand’s story becomes more than just a marketing tool. It becomes something that gets tied up with your worker’s identity, as well as their wants and fears.
Your blog can do all that. For that to be the case, however, you need to focus on making sure your blog isn’t an also-ran. You need to devote energy and attention to making sure it’s just some random appendage but actually represents your company’s brands and its ideals.
What’s more, the blog must always have a long-term strategy. Only if you can do that can you build up the trust and the authority that are necessary for your blog to function correctly? And only when that’s the case can you make sure that your blog is worth the money and the time that you invest into it.