If you have a small business, you’ve probably been told you need a blog. Some people may have given you vague reasons like “establishing yourself as an authority in your field,” but what does that even mean?
I’ll tell you, but first, let’s back up a little because there are more concrete reasons you should have a blog, such as…
You’ve also probably heard a lot about how you don’t just need a website, you need a website that’s SEO and Google friendly. There are a lot of components that search engines take into account when determining how to rank your website and one of them is how fresh the content is. Google doesn’t want to send its customers to a defunct website with outdated information, so the more often you publish new content on your website, the better your Google ranking will be.
Keywords are another important component of your SEO. The more content you have, the more opportunities you have to use keywords that can help drive traffic to your website. Google knows when you’re keyword stuffing and they’ll punish you for it (also it’s just bad content and won’t convert any leads for you) so don’t do it. But if you have a blog, you don’t have to worry about stuffing as many keywords as possible onto a few landing pages. You can work them into your blog posts naturally, giving you plenty of opportunities to use a wide variety of both short tail and long-tail keywords, which in turn provides plenty of opportunities for your clients to find you.
It Establishes You As An Authority In Your Field
OK, now we’re getting into what this marketing jargon actually means. Essentially, it means you actually know your stuff, and a blog is a great way to show off all the useful things you know. If a potential client gets referred to you, they’ll want to make sure you’re the real deal before they actually start working with you. They’ll make sure you have a website and they’ll probably spend a little time looking around that website before deciding to work with you. A blog can convince them to pick up the phone or email you directly in ways an “About” page or your Bio simply can’t.
Some of you may be asking why you should give away all your hard-earned information for free. Isn’t the point of gaining all that knowledge and experience to make people pay you for it?
Yes, but people will need to devote hours upon hours of studying and practice to get where you are and they won’t do that because they have their own jobs to do. Blog posts aren’t meant to serve as a complete guide on how to do your job. They just provide tidbits of useful information your clients (and potential clients) can act on. Then, when they need more in-dept knowledge/expertise, they’ll hire you.
It Drives Traffic To Your Website
Google and SEO are part of this, but links and internet research also play a big role. More and more people are getting their information from blog posts. If they ask Google to tell them how to teach their dog to roll over and you just happened to write a blog post on that very subject to drive traffic to your website for your puppy training school, they’ll probably read your blog. If they find it useful, they may even post it to their social media accounts for all their followers to see and/or share it with their friends and neighbors who are struggling to train their dogs. Now they know your name, and if they have obedience problems later on down the line, they’ll be more likely to come to you because your name is familiar to them, and they already know that you know your stuff.
It’s A Chance To Let Your Personality Shine
You may have heard these three steps to getting new clients: They have to know you, then they have to like you, then they’ll work with you. A blog can help you clear both of the first two hurdles by getting your name out there and doing it with flair. Did something funny happen at work today? Did your pet interrupt your Skype meeting with an important client? Did you make a mistake? Put it in a blog post. Even the self-deprecating posts can be effective because they prove you’re human and make you more likable. And when people see that, they’ll trust and want to work with you.
So now you know that having a blog isn’t some arbitrary requirement the internet made up. It can provide tangible benefits to your business. If you want to talk more about how a blog can help boost your business, we can absolutely chat about that.
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