Do you really need a blog on your website?

Seemingly everywhere you turn, you may hear about how businesses can benefit from adding a blog to their website. In fact, some sources may even tell you that a blog is a veritable necessity for business websites. Blogging can seem like a lot of work for busy entrepreneurs and professionals, and you may not think that you have the time, energy or creativity to be successful with one. A blog is actually NOT a requirement to have a successful website. However, it does offer incredible benefits, and most businesses will want to put to use every advantage they can get to draw attention to their website and the services they offer.

Improved Search Engine Rankings

One of the top methods that many members of your target audience may use to find your website is through search engines like Google and Bing. You understandably want your professional website to rank well when relevant keywords and phrases are searched for by your potential customers.  After all, your website is a powerful marketing tool that requires ample traffic in order to be as beneficial as it can be. These search engines use complex algorithms to index websites, and some of the top factors include how updated your content is as well as how unique and relevant it is. You could pay a substantial amount of money on a pay-per-click campaign (sponsored advertising), or you could take the cost-effective, organic method of using your blog to keep fresh, relevant information on your site.

The Ability to Position Yourself as an Industry Expert

Search engines publish data regarding common or popular search queries. This means that you can easily see the top questions and topics others have that are related to your business. You can use this data to form topics for your blog posts. When you address some of the more common questions and concerns that people have related to your business, products or services, your blog posts may come up as top results in relevant search queries. Because you have penned a thoughtful and intelligent response that addresses their needs, you can essentially position your business as an industry expert. This automatically creates authority and establishes reputation for your business. It gives your business a competitive edge that those without a blog may be hard-pressed to create.

Greater Social Media Interaction

When you create new blog posts, you will understandably want to maximize the exposure they receive. You can easily post links to your blog on your Facebook, Twitter and other social media platforms. This drives traffic to your post, and it makes your post easier for others to share with their friends, family and other contacts. When content is shared, you receive greater exposure to a larger target audience at absolutely no additional cost to you. In addition, your social media posts announcing new blog articles give you enhanced interaction with your followers in a positive and meaningful way.

The Benefit of Building Trust With Your Audience

Blog posts should add value for your customers. They may educate your customers about seasonal maintenance and care needs of your products, helpful tips, money-saving ideas, politically-relevant news and more. When a blog adds value for readers, your target audience appreciates the effort you take to keep them informed and to help them in different areas. This essentially means that you are building trust with your customers in a cost-effective way. Building trust with customers often takes years, but a blog can speed this process along considerably.

The Opportunity to Drive Sales

While most blog posts should be used to deliver value, educate and develop brand loyalty, others can drive sales. For example, you may announce a new product line or service through your blog. You can also announce a special promotion, a holiday sale, a contest and more. Updating your blog is usually free or very affordable to do, and you can see that this is a cost-effective marketing method available to most business owners. It’s important to note that asking for a sale is best done after you have established a rapport with your audience and they perceive you as a leader in your industry.

The Requirements for a Successful Blog

Now that you are aware of how beneficial a blog can be for your business website, you may be wondering what it actually takes to create a successful blog. First, you will need to commit to a schedule and produce content regularly. Ideally, a new post will be created no less than once per month. Remember that your efforts can backfire if you fail to follow through with regular posts. This can give web visitors the perception that you are not staying current on industry topics or are even out of business.  Then, your primary responsibility is to come up with new blog ideas and post the content online. To stay organized, we recommend creating a content calendar complete with deadlines, and relevant keywords to rank for.

A blog feature is not a strict requirement on a professional website. However, if your goal is to lead the conversation in your industry and have prospects see you as a subject matter expert, content producing is a necessity. This is considered a best practice and the content produced will be evergreen meaning it will pay you dividends for years to come. A professional service like can help. Their clients devote on average about 30 minutes per month to communicate with a dedicated reputation specialist. After that, their writers create professional custom content just for you. customers are frequently asked to speak at professional conferences and enjoy a stream of prospect inquires from the blog efforts.

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