Potential website owners not familiar with a blog sometimes think it’s just a way for overly loquacious people to get their thoughts out when nobody is within hearing range. Yes, it is that, but much more than that since blogs have evolved into a premier tool for business owners to promote their business.
Blogging Is Good For Google Spiders
Blogging is good for both your potential customers and for Search Engine Optimization, since the main thing a search engine’s spider is looking for when it crawls your site is content. The more content you have on your site, the more they have to find and get in front of other people.
From an SEO standpoint, the easier it is for you to promote your business by getting content on the internet, the more of that you are going to do, and with a Content Management System like WordPress, it’s really easy to do.
Blogging Is Good For Humans
From a human (potential customer) standpoint, blogging is a very efficient way to get your message across. Putting too much information on your home page is a good way to lose your customer. They’ll come to your site, see big sections of text, and move on to a website that lets them know they have found what they want, preferably in two and one half seconds or less!
Wait, you’ve got way more important information than what can be digested in two and a half seconds, right? With a blog it’s easy for you (or me, working for you) to write an introductory thought on your home page and link to a full article written by you (or me). That way you don’t clutter up your front page with more stuff than what any given potential customer wants to read, but if they have an interest in learning more they can click on the link and read the full article.
This all of course helps to build trust in you which is a key ingredient in any consumer’s purchase. By showing yourself to be knowledgeable and helpful to your readers you are giving them a lot more than the website that is just a bunch of sales slogans and doesn’t give them much of anything else.
Draw Them In Without Losing Them
You can also have a section on your front page for article categories to entice your potential customers to read more on any given topic you designate and that they might find interesting or that meets their need for certain information, one of which could be “Why ABC Co. is the Best.” As you talk to your potential customers you might come up with another reason why you have a better service and write an article about it, just like I’ve done with this article explaining the benefits of a CMS which is in response to a potential customer who said, “I don’t want to blog, I want to promote my business.” All this without having the expense and pain of calling a webmaster and having him change your website. Get into a cheap static site and you won’t be able to do that. You’ll be stuck with monthly website maintenance fees that will turn your cheap site into a rather expensive and ineffective site over the years.
Blogging A Key Tool In Your Sales Cycle
A website has many functions in the sales process. With a blog you will be better able to educate your potential customers and show them you are the trusted expert which will enable you to build trust with them. Not everyone who is doing research on products and services is ready to buy at that moment but if they find your site and feel like they are getting good information from you then they are more likely to remember you instead of your competitors when the time does come to buy.
Blogging Increases Traffic to Your Website
Every time you post on your blog you are providing more information for more people to find by way of their search engines. Increase the amount of information and you increase the chances that you with your website and someone using a search engine need each other and the search engine can make that connection. It might happen only 3 times in the next year or it may happen 300 times. The thing is, you don’t really know which of your posts will get the most traffic. I am quite often surprised by which posts on my blog bring in the most traffic because it’s not always a post that I put a lot of effort into. Sometimes it’s just some idea that popped into my head and I quickly put into a blog post.
Does all this traffic do any good? Yes because generally speaking it’s going to be good traffic: people genuinely interested in what you have to say and with whom you can build a relationship and some day have something to offer in the way of a product or service.
Why not just build more pages on my site to accomplish the same goal, you ask? Because there’s a limit to the number of pages you can put on a site without a blog. Sure, you could just keep adding URL’s but you probably won’t and you won’t get the benefit of the built-in features a blog does with a single mouse click such as putting your information in categories and listing those categories and post excerpts in each category for your readers to peruse.
If You Build It, They Won’t Necessarily Come
Even with good SEO helping you to get found by people looking for what you have to offer you are missing a lot of opportunities when you wait for them to come to you. Many blogging platforms like WordPress make it easier for you and your readers to promote your business by sharing your great content on social media platforms like Facebook and Google Plus. With WordPress it only takes a couple of clicks to install social sharing buttons at the end of each article that not only remind your readers to share your information but also make it easier to do so. Any time you make things easier for them and yourself it’s going to get done more often.