Why you should start a blog for your business

Cotswold Web • 1 April 2020

A blog on your business website won’t bring you direct sales, so what is the point in ‘wasting’ time on it?

Actually, there are a lot of very good reasons why you should start a blog for your business (and a good blog CAN boost your sales ).

A blog on your organisation’s website should help your customers and potential customers, as well as your business. Some of the reasons for starting a blog for your business are:

Helping customers to solve problems and resolve issues

Presenting your brand as a leading authority in your niche

Building awareness of your brand

Improving SEO (search engine optimisation) and therefore bringing more visitors to your site

Most website visitors will feel more positive about your company after reading your blog – as long as it meets their needs. If you are solving their problems or giving them information they can’t find elsewhere, your blog becomes a very useful resource. This means your brand goes up in their estimation and they are more likely to consider buying from you.

Your blog is your voice and it’s a great way for you to introduce yourself and your company to potential customers. The language and tone of voice you use in your blog should portray your business in the right way. Most blogs favour language which is light and easy to understand to help them reach the biggest potential audience. But if the subject of your blog is serious, it’s important to change the tone to match the topic and avoid alienating your readers.

Figures from HubSpot show that small companies with a blog get 55% more visitors to their websites and have 102% more followers on Twitter than similar businesses. Every one of those extra visitors and followers is a potential customer and will help give your company the edge over your competitors.

Whether you are blogging about your products or issues in the wider industry, you should end your post with a call to action for your readers. This could be to sign up for a free report with more information on the topic, to follow you on social media or to visit your product pages.

You can measure the success of your blog in a number of ways – it could be numbers of readers, ranking on search engines or organic traffic to your blog. Alternatively, you could measure increases in sales (particularly where a blogpost focuses on a particular product or service), clicks on links within your blog or the number of subscribers signing up for your emails.

Focus on the same success measures for each blog post to help you determine which topics or style of posts are the most successful, to help you plan future posts and build your blog.

By putting in the work and focusing on what you want to achieve for your business from your blog, you will gain more credibility in your niche, more traffic, more leads and ultimately more sales.

Not sure how to go about starting your blog? You can read about How to write a blog for your business here.

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