A blog is a very powerful tool to effectively communicate with prospects and customers without spending a lot of marketing dollars or resorting to excessive selling. In the current times, businesses are increasingly turning to blogs as a prime channel for building the brand image. Blogs have emerged as a platform to showcase new developments and trends. Blogs become an integral part of any business for it to thrive in the competitive internet savvy market.
As per the analysis of the survey done by HubSpot, it has been found that companies which are actively into blogging have shown better marketing numbers. The companies involved in this study belonged to the Small and Medium Enterprise segment.
The numbers represented by the companies showed:
- About 55% more visitors to the corporate website. This implied a direct positive impact on the number of leads that could be converted to deals.
- 97% increase in inbound links which meant improvement in ranking by the search engines.
- 434% increase in indexed pages that led to remarkable performance in terms of SEO.
Let us look at some of the significant reasons for businesses to include blogging in their corporate strategy:
Blogging is fast and simple!
Even the most technologically challenged person can easily start using a blog. Blogging software is very easy to install and the options are limitless. Moreover, going for a blog does not impact much on the budget especially when compared to the benefits it generates.
It is absolutely free
To integrate the business site with the blog, one need not spend too much money. Most often this can be done by the in-house IT team if it is in place, else the task needs to be outsourced to someone with proven expertise in blogging. It is well worth the expense because of the platform it provides to soft sell.
Blog is a great brand image enhancement tool
Having frequently updated blogs means that the company would be ranked prominently in the search results. This translates to increased brand recall and awareness. Through blogs one can link to pages in the corporate website so as to promote the company’s products or services. If blogs are promoted smartly through the social networking sites, this would help in increasing the market reach. More prospects imply a direct increase in the number of leads generated.
Blogging provides the direct platform to spread company news
Blogs are by far the cheapest, and in many cases the most effective, of the advertising channels. One can inform potential customers about product launches, events, offers, new developments and much more through effective blog posting. By ensuring that the readers regularly have compelling content, any business can increase the brand loyalty and belief in its offerings.
Blogs create the image of an expert
Writing blogs on the different trends, events, products, etc., brings out the expertise in the field. One can offer their views on diverse subjects pertaining to the industry which would in turn build the company’s brand. If blogs are craftily designed one can enhance the confidence of the readers in the writer. This in turn will increase the chances that the readers will buy the company’s products or services.
Relationships stand strong in blogosphere
In the current times of global markets and online shopping, it has become very difficult to build long term relationships with the customers. The blogs will act as the company’s voice. Using blogs one can reach out to customers in an informal manner and develop strong identity. This is because of the one-to-one conversational style that one can use while writing the blogs.
Blogs are very search engine friendly
SEO is a key factor when it comes to succeeding in online marketing. Through judicious use of SEO techniques one can enhance the traffic to the site. The blog content can promote the corporate website by incorporating the right keywords in a smart manner.
Blogs give easy access
Through the use of blogs, the business becomes independent of all the other elements that influence the accessibility to the prospects and customers. Everyone has the freedom to post comments and reply to the comments as required. This helps in responding quickly to the readers and thus helps in ensuring the queries or issues are addressed fast. Thus, the readers of the blog are converted into prospects and customers.
Blogs work wonders for customer profiling
Business blogs provide the most valuable insights into the customers and the prospects. Usually companies need to spend a lot of their marketing budget on the customer profiling and this does not always mean that the results are accurate. However by profiling the visitors to the blog posts companies are able to profile their prospects better and thus tailor their responses and strategies better.
Business blogging attracts talent for the company
Business blogs are proving to be an excellent means to reach out to prospective employees. Blogs showcase the company’s culture, communication, policies and help in getting the right resources. There have been many cases where due to business blogs the recruitment managers could get the right candidates without having to spend money in advertising for the resources.
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