When it comes to blogging for small businesses, the reaction to this traffic generating activity usually falls into two camps. One the one hand, you have people who get bad flashbacks from midterms in high school or college where they had to sweat out writing a term paper. On the other hand, you have people who are more than willing and ready to write.
The reality is that not all of us are born writers. Not all of us have to ability to write high-quality online content. Even if we had the skills, not all of us have the motivation or inclination. That’s just the way it goes. It is no surprise then that a lot of people on online businesses try to put blogging on the back-burner. They know that a blog helps establish credibility. They know that a well-written and a very informative blog can actually attract more traffic from search engines. They also know that a well put-together blog can actually be a sales-driver for their bottom line. So why don’t all online businesses get on the blog bandwagon?
The reality is that they don’t all need it. Blogging makes sense for certain types of online businesses. For others, they can be fine without a blog. As long as they take care of their alternative marketing channels, they can do well without a blog.
If you run a business in a very competitive niche, here are some of the reasons why you might want to consider either blogging by yourself or hiring a professional blogger:
Establish Niche Credibility
Unless you are already an established brand online or have an established offline brand, it’s a good idea to put up a blog to establish credibility. You have to understand that people will not buy from you or contract for your services if they don’t trust you. Selling products and services online actually follows a very familiar pattern. For people to buy from you, they must first trust you. However, for them to trust you, they must first like you. For people to like you, they must first feel like they know you. That’s how it goes. You have to start from square one, which is getting your target audience members to know your brand, before you can get them to buy. They will only buy from your brand once you have established trust.
A blog goes a long way in establishing credibility. By offering information to your target audience, they can quickly see how well you know your stuff. They can quickly see whether you’re just faking it, or you are a real authority. This is a very important point to consider especially for service providers. A blog is crucial if you offer web development services, provide traffic generation services, or run a digital media agency. If you are a startup, depending on the particular niche your startup is focused on, a blog can go a long way in establishing credibility for your new online brand.
Use Content to Attract More Search Traffic
It’s well-established that a well put-together blog that targets the right topics can attract great traffic from search engines. By “great”, I am talking about highly targeted and niche-specific traffic.
Think of your blog posts as little hooks in this big ocean of traffic, and the more targeted your blog posts are, along with strategic keywords that are related to your blog posts, the more hooks you have in the water. The quality of your content is the bait. If everything goes well, every blog that your website publishes opens opportunities in drawing more traffic from the internet.
Blogs Can Act as Filters for Conversions
As mentioned above, people don’t normally automatically buy just because they saw an ad. You have to make your case. You have to get them to trust you. A well put-together and high-quality blog can act as a filter for your traffic.
Make no mistake about it. Not everybody who lands on your website is your target audience; not everybody who goes to your website is going to buy from you. You have to filter these people quickly so you can be left with people who can be convinced to buy from you. Highly-organized and very informative blogs do a good job of filtering otherwise random traffic into potential buyers.
Let’s face it. Starting a blog and maintaining it is not for every online business. It takes serious commitment to put up a high-quality blog and keep it going. You really have to pay attention to your market position, your niche, and your target audience’s preferences before you can decide whether a blog would help your online brand or not. Let’s make one thing clear: once you start blogging, you have to keep going. It is a marathon; it is not a sprint.