We know, it can be very difficult to make your business stand out in today's crowded digital marketplace and generate Brand Awareness. You know you need to increase your online audience and find the best ways to connect with new, potential customers, but with so many marketing channels to choose from, it can be difficult to choose the best course of action.
There is certainly an effective way to achieve this goal: having a company blog.
Not all entrepreneurs, especially those from small businesses, are able to perceive the advantages of having a blog on their website, but in reality this choice is an effective way to increase online visibility and build a relationship with the target audience.
Having a company blog and constantly publishing quality content means being able to offer value to leads and customers, which in turn can lead to increased conversions, sales and customer loyalty. In a proper inbound marketing strategy, this means analysing, studying and developing the right Buyer Persona for your market. Buyer personas are detailed profiles of typical customers, true archetypes that include not only the socio-demographic and geographical characteristics of ideal customers, but also interests, desires, habits and as much information as possible. Knowing your target audience, what their problems and needs are, their challenges and dreams, helps you design content of real value and interest.
How to improve your company's Brand Awareness with your company blog
Corporate blogs offer many advantages to companies that want to improve their Brand Awareness and increase sales.
Consumers can find many elements of interest in the information contained in blog posts; people love to read and find new topics to learn about, whether they are reading to learn how to solve a specific problem, how to do something, or simply to stay informed on a certain topic.
More than half of internet users read blog articles at least once a month and this figure is constantly growing. Today, there are more and more options available for spending time online (streaming TV programmes, chatting with friends, the internet, etc.) and it is quite significant that many of these users use their time to research and read their favourite blog posts. This indicates that customers are continuously looking for relevant and easy-to-read content.
As such, if your goal is to engage your consumers and convince them to read what you have to tell them, you'll need to ensure that your business blog content provides immediate perceived value and practical utility. This means going beyond traditional marketing messages (avoiding, for example, talking about your brand as if it were the best) and writing about topics that can help your users solve a problem or improve their experience.
If you don't have someone who can produce quality content for the blog, you may consider outsourcing this work to a digital marketing agency that can ensure that every piece of content produced is relevant to the target audience.
Useful blog content can influence conversions
Another way that business blogging can affect your company's sales is in conversions. Turning visitors into leads and leads into customers is not an easy process, however, your business blog can help you do that part of the marketing work necessary to guide customers through the individual stages of their buying funnel.
The most effective key to driving conversions through your blog content is a deep understanding of your audience. This means that your company must know its Buyer Persona very well and know how to write about topics that are relevant to them, providing useful elements to continue their research.
Knowing your audience also helps you write about attracting new leads from your target audience, using an appropriate tone of voice and targeted language to engage consumers throughout the Buyer's Journey. Even if your ultimate goal is to achieve a conversion, it is still essential to engage your customers at every stage of the Inbound funnel if you want them to move from "visitor" to "lead" status and from "lead" to customer.
Remember that those who are in the awareness phase and who are just starting to realise that they may have a problem to solve need to be able to read different blog content to those in the decision phase. Here is a brief indication of what this means for your business:
Top-of-funnel: Top-of-funnel blog content should focus on the problems of your target audience and work to explain and address their most important challenges.
Middle-of-funnel: blog content aimed at the middle of the funnel should focus on helping consumers understand potential solutions to their problems.
The Bottom-of-funnel is the final push towards conversion, where you focus on why your brand is the best option to help consumers solve their challenges.
To make the most of your blog and influence the most conversions, you need to write in a way that is consistent with your entire corporate communication. This doesn't just mean updating it regularly, but also publishing new content often. In fact, surveys show that the frequency of blogging can have a direct consequence on customer acquisition rates.
The more often you publish on your company blog, the more likely you are to acquire new potential customers. People like to read and learn from great content, but it is equally important to emphasise that the total number of articles is also relevant for search engines. The more posts you create, the more quality content pages are likely to rank and be indexed by search engines like Google.
HubSpot has measured that companies that publish 16 or more blog posts per month (4 per week) get 3.5 times more traffic than those that just publish blog content 1 to 4 times per month.
Every business is looking for new ways to drive traffic to their website. Although there are paid strategies that can help with this (such as PPC ads, Google Display ads or Social Media Marketing activities) the goal is to maximise the amount of organic, or free, traffic coming from search engines such as Google. This is especially important for small businesses working with limited budgets for digital marketing.
The only way to increase organic traffic is then to focus on search engine optimisation strategies and produce a good number of blog articles. Each of this content contributes to the number of indexable pages on your website and therefore an extra opportunity to appear on search engines and rank higher on the results page (SERP).
In addition to creating more indexed pages, blog posts also increase the chance of getting more incoming links. These are links to your content from other sources. Inbound links improve your SEO and increase your chances of being found by visitors from other sites.
Search engines are also not the only space where you can work to increase organic traffic to your website. Social platforms such as Facebook, LinkedIn, Twitter and Instagram provide your business with new opportunities to drive traffic to your site. As well as sharing your blog posts on your company's social channels, you could also encourage your fans and followers to share your content with others who may find it useful.
To maximise the potential effectiveness of your blog, make sure you monitor reading statistics to see which posts are the most popular and generate the most engagement over a given period of time.You can continue to update and optimise these articles to increase readership and to do this you can improve certain elements such as the title, images and CTA so that you can test new text and layout choices.
Blog content helps to build trust in your company and increase Brand Awareness so consider with your communication team if you can start a structured and coordinated blogging project now, the results will soon be visible and measurable!
If you are still in doubt about which strategy to implement and how to start your blog, do not hesitate to contact the Xplore Digital team of experts.