The Internet has transformed the way businesses acquire customers and exponentially expanded the field of rivalry—you aren't just competing for business with the guy at the other end of Main Street, you could be part of a global market. Being a part of an expansive and highly competitive market means that you not only have to worry about closing a sale, you also have to make sure that your business is getting noticed in the first place. This requires creating a unique brand that is easily distinguishable from similar offerings.
The days of spamming potential customers with emails and tricking people into clicking on links are long gone. Your audience is way too savvy to fall for spammy gimmicks and they’re tired of interruptive advertising. They’re going to make you work hard for their time and attention. That means that you have to offer them something of value just to get them through the door.
So what should a business do if they want to compete in their industry while also appealing to their customer base? Here’s how blogging can help drive a company’s success:
Connects You With Potential Customers
You don't want customers to visit your site and not feel like there is an actual person on the other end who is ready to answer questions. By presenting a persona of a company that’s approachable and conscious of its customers’ interests, you’ll help readers feel more comfortable about contacting you directly if they want/need to.
Builds Trust And Authority
Blogging is a vital component of any inbound marketing strategy because it provides the perfect opportunity for you to engage with potential customers on their terms, which usually means their desire to be educated or amused. A company blog allows you to put your expertise on display and build a reputation as a reliable source of information. It is a great way to increase your authority and earn the trust of readers and customers. If you are providing solid information, tips, and insider advice, readers are going to feel more confident about establishing a professional relationship with you and your company.
Defines Your Company Voice
A blog provides a forum for you to develop and show off the personality of your company so that potential customers can get a real feel for who they’ll be working with. You can incorporate humor into your informative articles or focus on maintaining a formal and professional appearance. It all depends on how you want to be perceived by your audience. Essentially, creating and maintaining a business blog will help you shape a unique image for your business and allow you to become a recognizable leader in what could be a very crowded market.
Give Insights Others Can’t (Or Don’t)
A lot of businesses make the mistake of thinking that what they do simply isn't blog friendly. Even though you might be convinced that readers won't have any interest in topics in your field, the trick is to write about something related to your business that still provides value to the reader.
For example, if you are a plumber, you might be wondering why anyone would want to read about different kinds of pipes and adhesives, but there may be people out there who are looking to be educated on the subject. You could also write about home improvement tips or offer simple solutions to common plumbing problems. People who are searching these subjects will come across your blog and all of the sudden you are connecting with people who may be in need of your services!
Pairs Perfectly With Social Media
Any strategic inbound marketing plan will also involve being active on popular social media sites. However, simply sharing and liking posts is only half the battle. In order to fully capitalize on the power of social media, you need to have your own quality content that other people can visit and share. Blog posts are the best way to engage people on social media, and with the right title and content, you can have viral content that drives readers to your site and serves as a key lead generation tool.
If you’re not sure where to begin with a blog or how you’re going to find the time to write for it, we offer content creation as a stand-alone service or as part of an inbound marketing campaign. Contact us today!