Statistics Don't Lie: Why Your Business Needs a Blog
Sarah
As a business owner, you can’t afford to ignore advances that increase your opportunities to expand and reach a new consumer base. And most everyone has now realized that creating a business website is not only advantageous; it is an absolute necessity. With an entire generation growing up using Google instead of the phone book to find vendors, your website acts as the best form of advertising for your company moving into the future. And frankly, you cannot compete if you’re not operating at least a portion of your business online. Some businesses have bought into the latest technological revolution wholeheartedly and some have done it begrudgingly, but all have seen the wisdom in using the tools the internet provides on behalf of their businesses.
Even so, it can be difficult to figure out how to proceed once you’ve made the leap and taken your venture virtual. Between SEO and social networking, you might not know quite where to start, and of course you want to spend your money wisely. But one avenue you may not have seriously considered is blogging, and believe me…your business needs a blog.
It’s not really surprising – most people think that they’re terrible writers or that they have nothing to say. But you are an expert in your field, so at the very least you can come up with topics, and there are vendors that can offer you the professional blog writing services you require, as well as the optimization that makes having a blog worthwhile. If you’re not convinced that your business needs a blog, just take a moment to look at the numbers. Statistics show that having an on-site blog can be extremely beneficial.
81% of U.S. online consumers trust information and advice from blogs
Source: BlogHer
Our parents used to say, “Don’t believe everything you see on TV,” but our advice to the new generation is “Don’t believe everything you read on the internet.” And yet, statistics show that consumers use blogs as a trusted source of information. Of course, you have to earn that trust. You may not be a journalist, but your on-site blog is intended as a support tool for your website. As such it must be accurate, informative, and to a degree, entertaining. When you deliver the quality content that consumers are seeking, they’re going to turn to you as an authority in your field. And you can then use this tool to full advantage by posting reviews and comparisons intended to interest the public in your products, as well as infographics, videos, and more that patrons can share, helping to spread awareness of your brand.
Companies that blog have 97% more inbound links
Source: Hubspot
Some business owners make a point of learning all they can about their operations online, including SEO. But others are busy running their business and they leave these details to the professionals. Even so, you’ve probably picked up a few things along the way, and you likely understand the importance of inbound links. When you have a reputable and diverse network of websites that point back to you via links to your pages, your ranking with search engines improves. But how do you get these links? In some cases you pay or trade for them. Sometimes people post them of their own volition.
But many blogs aren’t keen to look as though they’re promoting other businesses. To “sell out” in this manner could seriously damage their credibility with readers. When you have a blog of your own, however, it’s an entirely different story. Businesses with blogs have significantly more inbound links because they are more appealing to other blogs. Plus, it doesn’t hurt that your ongoing content creation provides new opportunities for sharing and re-posting, both of which increase inbound links.
61% of U.S. online consumers have made a purchase based on recommendations from a blog
Source: BlogHer
Modern consumers are inundated with options – it’s the beauty of a free-market economy. And the internet has only increased the access and availability of goods and services. But most laymen don’t know the difference between half a dozen different brands of diapers. And they don’t want to have to read every label to try to figure out which is going to work best for their baby. What they want is for someone else to do the heavy lifting, test the products, and offer a recommendation. You can and should use your blog in this capacity.
Delivering product reviews is not only a good way to introduce your goods to consumers, but it can give them the information they need to feel comfortable and confident making a purchase.
Small businesses that blog get 126% more lead growth than small businesses that do not blog
Source: ThinkCreative
Generating leads can be a frustrating and time consuming process, but it is a necessary evil if you want to continue to flourish and reach new consumers. A blog can help you here in a couple of ways. For one thing, people who visit your blog are almost certainly interested in whatever you have to offer, and the fact that your blog can help to raise your search engine rankings (when properly optimized) means that you’ll bring in more targeted traffic.
In addition, your business needs a blog because blogs allow you to promote interaction and build an online community in ways that are practically impossible with a website alone. And when readers take the time to comment and ask questions, opening the lines of communication, they bring the leads to you rather than making you go out and search for them.
60% of consumers feel more positive about a company after reading custom content on its site
Source: Content Plus
You can use your website to inform the public about your history, your mission, and the products or services you sell. But your website is the face of your business, and most people don’t trust entities the same way they trust people.
This is where you blog comes in and why your business needs a blog. It presents the human element by showcasing the people and personalities that make up your business. Whether you and your employees pen the posts or you hire ghost writers to do them for you, a blog gives you the opportunity to reach prospective customers on a person-to-person level. And when they “get to know you”, they’re much more likely to form a bond, develop brand loyalty, and feel confident about making purchases and supporting your business. Corporations are difficult to trust because they are remote and they lack emotion. If you truly want to win the hearts and minds of consumers, putting a human face to your brand is essential. And a business blog can open that door. So again, your business needs a blog!