Blogging is nothing new. In fact, back during the early days of the Internet, the Web was often casually referred to as the “blogosphere.” Yet even though blogs have been around for a long time, many business owners still have some misconceptions about what blogging is and why it matters.

Some view it as merely a kind of corporate diary: A forum to highlight news, make announcements, or highlight a new slate of products. A business blog can certainly fill each of these roles, but it can also do so much more.

Having a blog on your business website, and keeping it up to date, can serve a myriad of purposes, helping you to convey thought leadership, nurture leads, and even enhance your SEO. Certainly, we are big believers in the value of blogging here at enCOMPASS… as you can plainly see!

Why Start a Business Blog?

If your business blog has started gathering dust and cobwebs, we encourage you to revitalize your blogging strategy. Allow us to share just a few of the reasons why.

1) A business blog can generate website traffic.

One of the main reasons to start a blog is that it can help generate more traffic, boosting awareness of your brand and potentially facilitating more conversions via your business website.

This is especially true when you have a comprehensive blogging strategy, using your blog to convey meaningful information beyond company announcements. For example, imagine you’re the owner of a pest control company. You might write blog posts that provide homeowners with tips on how to prevent fruit flies. If the blog is well-written and carefully optimized, it might show up in search engine results from homeowners looking to curb their own fruit fly problems. At the very least this will boost awareness of your website; and at most, it might result in the homeowner calling your company to enlist your pest control expertise.

2) Your business blog can establish trust.

Before they hire your company or purchase your product, customers naturally want some assurance that you know what you’re doing.

Again, a blog can provide that, extending evidence of your knowledge and industry experience. Let’s return to our pest control example. If you write a well-researched and factual post about where fruit flies come from and how they can be eliminated, it instills confidence in your ability to help homeowners address their own pest control concerns.

3) Blogging can facilitate conversions.

If a business blog can generate traffic, and if it can instill trust, then it stands to reason that it can boost your conversion rate, as well.

Consider: A blog can draw interested consumers to your website, and at the very same time it can demonstrate your ability to address their pain points. In short, it makes it more likely that a potential customer will be willing to pay you some of their hard-earned money, or at the very least to call you for further information.

Also keep in mind that a regularly updated blog can keep your business top-of-mind among previous customers, potentially resulting in more repeat business.

4) A business blog can fuel your other marketing endeavors.

A business blog shouldn’t exist in a vacuum. On the contrary, it should serve as one part of your holistic marketing strategy. To that end, the content you post to your blog can serve as inspiration and fodder for other marketing channels. For instance:

• You can share the link on Facebook and Twitter.
• You can break down individual points from your blog, sharing them as graphics or memes.
• You can summarize your blog in a video, providing content for Instagram, YouTube, or TikTok.
• You can include a link to recent blog posts in your email newsletter.

5) Blogging supports SEO.

A final point about blogging is that it can potentially boost your visibility in the search rankings. The reason for this is simple: Google actively promotes websites that remain fresh and up to date, regularly revitalized with new content. Having a business blog may be the single best way to keep your website updated, especially if you keep a consistent schedule of writing new blog posts every month.

And naturally, improving your search rankings is yet another way in which blogging can help you draw traffic, facilitate conversions, and so on.

Take a Strategic Approach to Business Blogging

If your website lacks a regularly updated blog, you’re missing out on a lot of opportunities. Consider incorporating a blog into your broader marketing strategy.

That’s something we’d be happy to discuss with you, whether in the context of website design or in the context of an integrated marketing approach. Reach out to the team at enCOMPASS whenever you’d like to discuss the benefits of blogging, or strategies to ensure your blog succeeds.