This question comes around more and more, and the reality is that, whether you're a small business or an incredible eCommerce store, you do need a blog. Now, the question is, "why?"
Blogging has always had its advantages, and if you think about the benefits of starting and maintaining a blog, then things can start making sense. A blog can bring you a lot of organic traffic, it can help you build rapport with your customers, and with the right tactics, you can build impressive lead magnets, but we'll talk about that in a minute.
So Why Should You Start A Blog?
1. Build an authority
Anyone wants to be an authority in their field, and a blog can be the perfect way to show that you really know what you're talking about. If you provide your visitors with valuable information, they start to trust you and even tell your friends about you. How many times didn't you hear someone talking about a great blogger or vlogger they found and their incredible ideas? Well, that could be you!
You start by building trust and authority with your readers, and slowly, they will become more and more interested in what you're doing. If the information is helpful, they will stick around and even share it with other people.
2. Identify Your Audience
This is pretty straightforward and it's very well known in the marketing world. First, you will need to start writing articles for all the stages of a funnel. Let me explain this a little bit.
A sales funnel, in general, has three stages. The top of the funnel is usually when people are just acknowledging their problem, they don't know a lot of things about it and definitely don't know any technical details. The content for the top of the funnel needs to be as general as possible and to provide your readers with all the answers they need.
In the middle of the funnel, the reader knows some technical information, and may even know a brand or two, so it can be a great idea to make comparisons between different systems, techniques and offer alternatives.
By the time they reach the bottom of the funnel, they may know all the technical details, they may know all the brands offering the product or service they need, so you need to learn how to sell them what they want. Here, comparisons work perfectly, as long as you exactly explain why your brand is better and what YOU can do for them. After they reach the bottom of the funnel, the very next step is the action, which can be a subscription, purchase, or download.
Now, if you created a good content strategy, then you won't have a problem identifying which one of your customers is in a certain part of the funnel, and you can deliver them targeted emails, notifications, and messages in order to strengthen that relationship.
3. Gain leads
Depending on the type of sales funnel you're implementing, you may want people to leave their contact information, such as their names, email addresses, websites, and even phone numbers. Of course, most people will be very cautious when it comes to entering their personal information on random websites, but that's why you need to build trust and offer a killer sales pitch!
This step goes hand in hand with knowing your audience, and it's incredibly important to have everything laid out from the beginning. You can't start a blog just for the sake of it.
4. Make your voice known
Everyone has a voice, and nowadays when we have all the information on hand, that matters a lot. I see a lot of business blogs that look like they've been written by a robot, and honestly, I'm not digging them. I'll just go ahead and look for something more.
Every single person on this planet is different, and if you want to build a brand for yourself, make that voice known. Besides having a lot of people falling in love with the way you talk, you can also create impressive business relationships with people from the same niche!
5. Everyone is doing it
I know this isn't normally the standard, as we're not supposed to do what everyone else does, but in this situation, by not having a blog, you have limited options.
If you are a photographer, for example, and I'm looking to hire a photographer, I may find two options. One who talks about himself and his services, and maybe throws in a story from a photoshoot and breaks the ice, and one very professional website with not much text on it.
Well, I'm definitely choosing the first one, because in my opinion, that person is passionate enough about what he's doing to write about it and share some of his experiences and stories.
The way I see it, a business has two purposes. To sell its products or services, and educate the audience. Even though there's so much information out there, a simple new fact can change everything. If you are the one bringing something new, then you already have what it takes, and the audience will love you.
Because most people have blogs already, it can be almost impossible for your business to make it in the organic searches just like that. The ones with blogs are covering a lot more keywords, and they have a lot more visibility because of that. Since every market is getting more and more competitive, it's important to check out every one of these aspects and figure out a strategy for yourself.
If you need help with anything concerning your blog's content strategy, research, competition analysis, you can always give me a message. I can't promise anything, since I'm busy all the time, but I will find a couple of minutes to help you come up with the perfect solution!