Over the years, we have heard digital marketers and SEO experts tell everyone that building a blog is beneficial to your website (and your business as a whole). Yet we’ve also heard it countless of times from entrepreneurs themselves – that blogging is simply just a waste of time.
Yes, some entrepreneurs feel that blogging is just a waste of precious time. It cannot result into much sales, it does not even guarantee conversions, and it cannot drive up business growth that fast. And to some extent, it is true!
Blogging is a tedious process, and it requires so much patience. It is understandable that some entrepreneurs want results fast because quick results only means quick growth, but what these fast-paced entrepreneurs don’t understand is the fact that blogging is a form of investment. As an investment, it is not a complete waste of time. Below are 5 reasons why:
1. Brand Building
Brand recognition and trust is not quantifiable, unlike actual sales and conversions which can be easily represented by charts and numbers. However, these are the factors that actually push up those numbers in the long run.
Without brand recognition and trust, customers are more likely going to switch from your product from that of your competitors. Unilever’s Chief Marketing Officer, Keith Weed, said it best – “a brand without trust, is just a product.”
So what’s wrong with this? People are still going to buy your products, right? Sure, they will. They might be convinced to buy once or twice because of a special discount or a special product feature. But the question is, are they going to buy again? Will they feel a connection with the brand? Are they going to be lifelong customers? Not likely.
Your blog is your mouthpiece. Through relevant content, it can showcase your expertise and know-how in your industry. It builds your credibility and authority – helping you get ahead of your competitors and build trust among your customers.
By giving your business a voice, it shows a more human side of the company that customers can easily connect with. This could include your company’s core beliefs, mission, vision and any social responsibilities that people would love to be a part of.
2. Complements Your Social Media, Email Marketing and SEO Strategies
Let’s face it. People’s attention span on Social Media (and practically anywhere on the Internet) is very short. You might be successful at getting their attention on Facebook, Twitter, Instagram and GMail – but what are you doing to hold that attention up?
Remember, your target market has many options online. They could also get distracted by just about anything – Facebook live streams, notifications, messages, memes and even funny cat videos. It only takes one swipe for them to forget all about your ad. So if you aren’t giving them in-depth information, then they are more likely moving on to the next thing.
This is where your blog comes in handy. Sure, your email copies and Social Media ads could pique the interest of your target market, but that interest is nothing when they don’t take any action.
With a blog, your market can either be compelled to purchase the product or at the very least, share the post to his/her online circle – helping your business widen its reach without any cost and effort.
Another strategy that can benefit from blogging is Search Engine Optimization (SEO). Although of course, many people know this already. As a small business, gaining a competitive rank in Search Engines is one way of ensuring your visibility to customers. A good ranking can only be achieved with the use of quality content and relevant keywords that can be placed in the blog.
All in all, your blog is not essentially a waste of time. It can complement all your paid marketing strategies and help customers decide to purchase or talk about your products (at the very least).
3. Boosts Customer Engagement
Your blog could become the perfect channel where you can speak directly to customers. Instead of paying for press releases, you can simply post what you have to say on your blog. Aside from informative content, your blog can also be a good platform to address common customer concerns and how-tos that relate to your product.
Writing about the company and its products is a primary content in many blogs. However, if you aim to blog more effectively, you should also come up with better content. That should include your answers to common customer concerns/queries, how-to articles that can maximize the use of your product, or a list of the best-reviewed products in your business.
Most of all, you can feature loyal customers and business partners that can impart valuable content for your brand (and advocacy if any). All these makes your business feel closer to the customer – boosting engagement, trust and confidence in your products and encouraging more sales.
If you want quick results, you can never expect that from blogging alone. But if you want long-term quality results, then you can definitely count on a well-maintained blog. Setting up a blog does not cost too much. In fact, it already comes for free in any web domain. The challenging part is in its maintenance.
Writing takes much time and effort, and in all honesty, an entrepreneur cannot be expected to make blog writing and maintenance a priority. Running a business comes with many responsibilities such as in stocking products and checking inventory, logistic concerns, product development, supplier concerns and employee management.
All these day to day challenges and operational tasks could put several marketing strategies in the back burner. Unlike Social Media, blogs can be easily neglected because it takes more time to have them updated. Social Media only needs pictures/videos and a caption to be updated, but blogging needs actual content – and it surely can’t be done in just 10 minutes or so.
However, there are ways to keep a blog updated despite the huge demands of running a small business. And that is by getting some much needed help from our Content Marketing services.
Our Content Marketing strategy will not stop at merely maintaining your blog, but it will also include copywriting services for Social Media and Email Marketing use, email newsletters, and content for SEO purposes.
We cover all these basics so no one’s time will be wasted. You can free up time to concentrate on more urgent business matters, while we spend time building a quality blog that you will eventually benefit from.