Blogging as a marketing tool

27th Oct, 2016

| by Nanditha Vasudev

You may have bought your favorite domain and spent a bomb on designing and developing an impressive website. You may have used the right keywords in every page that you have created on your website. You might have done a lot of research to get every word of your website content right.

So, why on earth would you now need to create a blog?

It is not just you! In fact every website should have a blog.

The main reasons for this are …

To optimize your website for the Search Engines

Search Engines need fresh and frequent content to index your website. The best way to feed fresh and unique content to the search engines in a regular way is to publish new posts on your blog. You can subtly plugin specific and relevant keywords in your blog to improve your visibility and enhance your ranking on the SERPs (Search Engine Result Pages)

To Build Relationships with Existing as well as Potential Customers

Blogging is the best way to connect with your visitors. You can engage your readers into conversations by allowing feedback and comments on your blog. Make sure you ask an intriguing question at the end of your post to initiate conversation. Once you start getting comments from your readers, make it a point to respond to them promptly. This will help you build a rapport with your readers, establish trust and find out what the expectations of your customers are.

To Establish a Stable Position for your Business in the Industry

Offering useful and valuable information about your niche, through your blog posts, can help you emerge as an industry leader, irrespective of the size of your business. Eventually, you can become the one-stop resource that everyone can contact for any kind of information on a particular subject matter. This not only increases your conversion rates but also puts you in a better position to compete with the bigger players in the market.

To help people connect with your Brand

Blogging helps you show the personal side of your Brand, which your consumers will not be able to see through your outbound marketing techniques. Your blog posts make it easier for them to connect with your Brand, gain insight into your corporate standards, understand your vision and identify your Brand personality.

To Promote your Business for Free

Every time you publish a post on your blog, you give an opportunity to your readers to share your blog with their friends on social media. With every share the traffic to your business website increases and that too for free. While increasing your visibility, this will also establish your credibility as a business.

To Personalize your Brand

No matter how intelligently and creatively you have crafted your website content, it is not adequate to personalize your Brand; whereas a blog post can do this easily. Blogging is the best way to address the concerns of your prospects and share solutions that can help them immensely. Not only will you gain their trust by blogging, you will also be increasing the likeability quotient of your blog.

To improve your Conversion Rates

Through an active blog you tell the world that you are still very much in business. It is better not to have a blog if you cannot update it on a regular basis. A blog that publishes high-quality content on a regular basis can help in building brand loyalty among its customers and increase the conversion rates of the business. As per research, businesses that prioritize their blogging experience see a remarkable increase in their ROI every year.

To Generate Inbound Links

One of the best ways to search engine optimize your website is by generating high-quality inbound links. Having a blog can help you attract many authoritative links to your website. Every time you publish a post that offers valuable content, you start accumulating inbound links from many users who cite your content in their blogs or articles. These links will drive significant referral traffic to your website.

To Enjoy a Competitive Edge in the Market

By being a successful blogger you always stay up-to-date on the latest in the industry. Your connection with your customers will help you identify their expectations easily. This will help you adapt to the changes in the demand and technology much more quickly when compared to your competitors. You can then always stay ahead of the curve.

To Share your Brand’s Story with the World

Through a blog you can offer insights into your company, your employees, your philosophies and even your ideas. You can share the main objective of your business with your consumers and explain to them how you can be of help. You can put up a few behind-the-scene images or videos that will help them understand what it is like to work in your company.

To Gain a deep insight into your audience

Through blog analytics you can track your readers, analyze the click-through rates and identify popular topics. By the number of likes and shares you get for your blog posts, you can find out what it is that interests your audience and why. The kinds of comments your blog posts receive tell you whether you are on the right track or not.

To sharpen your focus on your business

Maintaining a blog might seem like a distraction to you; but it is not. It is by blogging that you get to gain knowledge about so many things that are related to your business, market or industry. It reminds you of your short-term and long-term goals. It defines who you are and why you are here. It basically keeps you on track.

Apart from all this, blogging is great fun. It energizes, stimulates and inspires you by giving you something you can look forward to. It gives you a reason to maintain connection with your friends, colleagues, business associates, customers and target audience. It drives you towards thinking in the right way. It boosts your creativity and helps you come up with ideas that can work wonders for your business.

Happy Blogging!

Nanditha Vasudev

Nanditha Vasudev

Copy Editor

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