Do I Need a Blog for my Website?
Is Having A Blog Really Necessary?
The short answer is, yes you do need a blog. And for several reasons. What this question really should have been, though, is more like “how does integrating a blog into my website help my marketing strategy, and will I see any benefits?”
Having a part of your website dedicated to a blog can impact on your marketing in several ways.
First and foremost, it can help establish you (and your business) as an authority in the particular field that you are working in.
• Search engines are closet bookworms
Search engines love to read; the more high quality text based content that you have, the more likely that search engines will ‘favour’ it when it comes to serving up search results.
• Showcase, marketing style
You are able to leverage it as a ‘case in point’. Being able to showcase your work and talent is vital, and it is important that you can show how effective your products are.
Customers love companies that engage; you may have heard of the back and forth between several UK companies on Twitter recently – this kind of thing is absolute gold. You may not be able to pull off anything similar with your blog, but if your customer can engage with you then it is every bit as valuable.
Lets take a look at each of these in a little more detail; it is important that these things not be skimmed over as they could hold the key to making your business as successful as it can be.
Whatever business you are in, it is pretty much a certainty that there are another thousand websites just like yours out there in the wild.
Many of them may well be inactive, but that still leaves a large amount of competition for you to deal with and a good portion of those will have been around a lot longer than your business. So, how to build authority and get noticed?
Blogging is the single fastest method, as well being the easiest, of building trust and authority on the World Wide Web – whatever your business or reason for being. Partnered with a Google Plus account, blogging is an extremely powerful marketing tool for building authority.
Why the Google Plus account? I’m glad you asked. Having a Google Plus account allows you to ‘tag’ the work you have created, and wherever your content is found on the web (so long as it is tagged) Google will know it is yours. See the headshots next to Google search results? That’s the tag, otherwise known as Google Authorship markup.
Would you be more, or less, likely to click a link that contained a verified tag like that? Exactly.
The Bookworm Search Engine
Google has been changing the face of search for some time now, and it is no secret that other companies with engines are following in their footsteps. The Google search engine, and those of others, value content that has a high word count; because this is the content that searchers are most often looking for.
Higher word count = higher value content, right? If the instruction manual for building a satellite was condensed to just 500 words, instead of several thousand, it is not likely to contain anything of value and nobody would take it seriously. The same can be said for almost any subject, and Google have even created a separate category for these so called ‘in depth’ articles, to help them get found easier.
The Marketing Showcase
Creating a website in the first place is half the battle toward creating an online presence that will generate more revenue for your company. But, the act of just telling your potential customers and clients what you do, is not enough – and it never really was.
They need assurance of the effectiveness of the services you are providing, and the quality of the delivery overall. The best way of doing this is to describe each product in a professional way that catches their eye.
A blog in this case comes in very handy, as It gives you an opportunity to talk about your products in detail, convince your prospects. You can also use this as an opportunity to update everybody whenever there is a change in the service, price or availability.
These days, customers and clients are seeking more intimate relationships with the online companies they purchase from. A blog allows prospective customers and clients to see updated and fresh information, testimonials from recent purchasers and even comments and conversations posted by existing customers.
With a blog, you can establish communication and relationships with your customers, and also build trust and authority along the way.
Interactive posts, too, are excellent ways to engage your visitors and make them much more likely to return in the future. These can be as simple as questionnaires, polls and even a ratings system for your posts.
Three UK, for example, have a basic little game on their services app. It is a very simple logic games, but it is also fun and takes the blink of an eye to load. There is no reason why this kind of thing cannot be adapted for blog posts – it doesn’t have to be a puzzle either; a simple brainteaser with a small reward of some kind for the winner can work.
People like to engage with the services that they frequent, however they do it.
Swashbuckling with the competition, done properly, can also raise your profile and make you more approachable. There have been some jaw dropping exchanges across Twitter, and if you can make something similar happen across your blog posts…
Things like that are a great way to get your customers talking, and engaging with you and your services.
There really is no reason to not have a blog, but many more why you should. If you chose not to have a blog for your website, the bottom will not fall out of your world, but having one has the potential to work wonders for your ROI, and can help take your business to places that otherwise may have been inaccessible.