Radar Hill has been in business for almost 17 years, and the magnitude of change in the 21st century when it comes to websites is staggering. What was a shiny new website just 5 years ago can now be outdated and leave your business with a huge potential gap in visitors and clients. There are various measurable ways that the World Wide Web has changed in 17 years, and we are publishing a “Then and Now” blog series to illustrate what a website requires to stay current. This edition: Blogs
To be published in a medium that had an audience, you had to be a professional writer, or at least have your writing go through several stages of editing before being seen by the wider world. There were not many avenues where your business could have a consistent image projected of itself, unless you paid a lot in advertising. And even that had to go through many stages, there was no real avenue for direct business-owner-to-consumer content.
Anyone can publish their written work online, and it has the potential to be viewed by hundreds, if not thousands or millions, of people. While some might find this a negative attribute of the Internet, it is in reality a simple way to create and moderate your image. By writing blogs and content, you are more in control of your business, and can project a more personable and knowledgeable image directly to your target market.
Why Have A Blog?
Blogs help to inspire confidence in a business.
Would you rather go with the plumber who has a one-page website that looks like it’s from the 1990s, with only a phone number and email address, or a plumber who has a full-fledged website with pictures and a blog that has been regularly updated for the last year? The vast majority of people would be more willing to trust the plumber that has more information on their website. Since you can see that they are actively engaging with their site, it means that they care about the reputation of their business, and to prospective clients it shows that they are actively engaging with their customers.
One of the best ways to prove that you are an authority in your industry, is to have an effective website that presents your message and your services to prospective clients. For most industries, people have many choices of which company to go with, and people are increasingly researching companies on the Internet before making their decision. Present yourself well by not only having general good content on your website, but also keeping up to date one your blog posts. Recent posts make a good first impression, as it conveys to potential clients that you are an active business that cares about publishing content for your clients.
A blog is particular useful for:
Search Engine Optimization – Blogs are a way to easily but effectively add keywords onto your website, which is great SEO. As discussed in previous blogs, there are many factors which go into a search engine result, and there is no one thing that will make your website become number one. However, a blog adds content to your site, which helps to increase its ranking.
Social Media and Traffic – Blogs are great content for social media, as a link can be shared across all the platforms that you are active on. Just make sure you also have Open Graph installed on your website if you are going to be sharing content from it, as it will make the links much more attractive, resulting in more clicks. Blogs will also then increase traffic to your website, especially if it is regular blogging with content that people can look forward to.
Inspiring Confidence – Blogging is a way to show that you are an expert in your industry and/or are an active member of your community, depending on which subjects you choose to write about. This is a new kind of personal marketing, where you can explain in more detail what exactly your business does, or how exactly you can solve a potential client’s issue. Most businesses aspire to be the best and biggest in their industry, and one way that you can prove you are a leader in your industry, is by having relevant content on their site.
Humanising Your Brand – Blogging is a personal way of connecting with people. It’s a way to easily project an image of what you want your business to be like and how you want it viewed. Being able to personally create content anytime is a huge shift from previous generations, and consumers have taken note. There is a lot of research that is undertaken before consumers make a decision on what business to use, and a website with a good blog can be the deciding factor.
The key to successful business blogging is sharing valuable insight and information with your audience. Your blog can then become a trusted source of information for customers and search engines, as everything is linked together in the web. Include content that is not only about your particular product or services, but the general industry in which you belong to. If you are a REALTOR® , your blogs don’t necessarily have to be all about properties, rather local community news is a valid topic.
The phrasing of the content is just as important as the actual words. For example, you could title a blog post “Changing Your Water Filter,” but that is a passive sentence that is not likely to be picked up on searches. A more active title would be “How Do I Change My Water Filter?” That way, you are capturing the people who are asking a question to Google, or whichever search engine they use. Most people would not search “changing water filter,” rather they would search “how do I change my water filter,” so your content needs to match the question. Especially with home assistants like Siri or Cortana, people are talking to their devices and asking direct questions, rather than passively searching, and voice command searches are only increasing.
Give Your Business a Voice
The word “blog” can be associated with frivolous content,
however if used correctly it is a brilliant advertising tool. It is a particular way of communicating with an audience, and it is an easy way to share information and ideas with an audience. Ultimately, a blog gives your business a voice, as it humanizes and distinguishes you from all the other businesses. Having an engaging presence is more comfortable for potential customers, as in 2018, your online image is a huge factor in acquiring new clients. Reviews are the main way that potential clients can judge a business, but a business can also proactively engage potential clients with dynamic content, showcasing knowledge, attentiveness, and reliability.
This 2018, have your business resolution be to post blogs once a month on your website. That’s all, just 12 posts over the next 12 months. Although, since it is March, it’s acceptable to now just do 10 for this year. To do it yourself, spend just an hour to create a plan and organize topics. Once you start thinking about what kind of information you want to convey to your audience, you will realise that there are many different posts that you can create. However, if this article has conveyed to you the importance of having a blog on your website but you really don’t have the time to do it, Radar Hill can help! We can write blogs for your website. – please get in touch for more information. Make 2018 the year that your online presence blossoms.