Blogs have mastered the Internet, becoming a medium as important to recipients as internet portals or printed magazines. The most popular topics include light ones: fashion, pop culture, beauty care and technological innovations. The sea blog can also be used to promote your business. Why should you run a company blog?
Modern ways of promotion are something that we learn slowly. It took us many years to accept that nowadays seriously treated business cannot do without its own website.
Many entrepreneurs strongly resisted this change, sticking to old, proven methods: leaflets, press advertisements and posters. Today, the internet is a place where we usually look for information of interest to us.
Regardless of whether we need photo services, new shoes or a focus on a good mechanic – our first impulse is to enter the appropriate search term.
Some prefer social media – we are looking for offers from service providers, shops and restaurants, including in Facebook “likes” of friends. Such a subscription works like a command – if someone whom we trust and consider as gifted “likes” a given company, we believe that its goods or services are of good quality.
Nowadays, company blogs are also becoming increasingly important. Their possession is still not “mandatory” – while every thriving business must have its own website and Facebook account, blogs are the solution chosen only by some entrepreneurs.
It doesn’t change the fact that it’s a very good idea. Why should you run a company blog?
1. Blog is a cheap and simple way to advertise
Leaflets, banners and newspaper ads, TV commercials, billboards. It all costs a lot of money. It can be said that the huge popularity of the Internet has fallen from the sky to all those who have so far complained about the high cost of advertising.
Admittedly, online promotion is really cheap compared to other methods. If we try to get it, it can even be free! If we have our own company website, the only thing we have to do is add another subpage with the blog.
After this procedure, all we have to do is create entries. If we have any flair for this activity, it is worth doing it yourself. Being specialists in a given field, regularly updating knowledge about it, we are certainly able to write interesting content related to it.
However, if we have no head or time to write, we can use the offer of a professional copywriter. Although the costs of running a blog will increase, but in return we will receive professionally written, interesting articles that will certainly attract new recipients.
2. Running a blog is a method of building lasting relationships with customers
Our clients visit our company website only sporadically – mainly when they need our contact details. Social media profiles and blog are places that have a chance of regular visits and increased traffic.
If we approach this task in a professional and reliable manner, our company blog can become for our customers what other, typically entertainment blogs are to them – a place they look at periodically in search of interesting information and content that will bring something to their life.
If we want to achieve this, we need to think about what texts have the chance to attract readers and regular visits.
Our task is to empathize with the recipient’s situation and evaluate each idea from its perspective. Is the content somehow original, or does our reader know this information from many other sources? Is this something you will want to read in your free time? Are the messages contained in the post interesting from a layman’s perspective?
A common mistake made by people running company blogs is to boast about a very detailed knowledge, which results in articles intended for other professionals.
Remember that the customer is probably not interested in the detailed instructions for wallet sewing or table production. Instead, he will read with interest the guide on wise buying this type of product.
If we want to build a lasting relationship with clients, it cannot be one-sided. Most blogs have a comments section that allows readers to share their thoughts on individual entries.
It is also worth motivating them to act by organizing competitions or surveys.
3. You build your image of an expert
Why are beauty blogs so popular? Because it is a popular topic that responds to the need of readers, who trust bloggers and recognize them as experts in this field.
If a positive review of a cream or a recipe for a homemade mask appears on a blog about this topic – readers will rush to the stores for a cosmetic or to the kitchen to make it yourself according to the instructions.
We want the same reactions for our company blog. It is ideal if our readers visit our site because they are sincerely interested in the information, advice and opinions we provide.
If the content we publish proves to be reliable and proves to be practical, we can be sure that thanks to this we will gain the respect and trust of consumers and begin to pass ourselves as experts in their eyes.
And since our advice and opinions will turn out to be worth attention, customers will draw a simple conclusion that our products or services must also be prepared in a professional manner.
In a sense, this principle works both ways. By running a company blog alone, we are becoming better and better experts. Preparing subsequent entries forces us to deal with specific topics, search for new information and stay up to date on industry news.
Similarly, when readers ask questions and ask for our professional opinion. Not wanting to disappoint them, we verify our knowledge, and thus we get more information ourselves.
4. We create a positive brand image
Our purchasing decisions are based not only on the objective characteristics of products and our authentic demand for a given product. In fact, other, less rational factors are also of great importance.
We often don’t realize that we are reaching for a specific article because we have a positive attitude towards its producer. Hardly anyone reads the ingredients of food and cosmetics, tests different brands in turn, or gets acquainted with professional tests.
We buy what we know from advertising and want to be associated with certain values. Manufacturers know this well, using various tricks in their marketing activities to build a specific brand image.
Some products are associated with family, childhood, attachment to tradition and caring for relationships, and others with youth, freedom and breaking with patterns. And although at the intellectual level we can realize that two products are probably very similar, we choose the one that we associate positively.
The blog can be used, among others to build a specific image of our brand. How it will be perceived by the recipients is influenced by, for example, the graphic design of the website, the language we communicate and the type of content we publish.
We have to decide whether we will use professional vocabulary and official forms, or whether we prefer to write freely in colloquial language.
Let’s think about our target group: how old is it, where does it live, what does it like, what does it do in its free time? With this information, we can tailor the way we blog.
Vibrant online activity is also a way to change your brand as modern, familiar with the latest technologies and following current trends. Thanks to this, customers will believe that we also use modern, innovative solutions during the production of products and services.
5. Blog helps in positioning the website
You can find a lot of companies from various industries on the Internet, and standing out from them is not easy tasks. If we need services or products related to a particular field, we usually open a search engine and enter the appropriate phrase in it.
It is assumed that about 75% of Internet users read only the first page of the results obtained. This means that website positioning is key to increasing the brand’s recognition. Blogging is especially useful when building “long tails,” or more specific, longer clusters of keywords that search for recipients, such as “cheap wedding photographer,” “the best language school for preschool kids.”
The use of such phrases really translates into increased sales, and thus – higher profits.
Running a blog – summary
A blog on a company website is very important. Running a blog will show customers a lot more about your company and its professionalism. The techniques and methods in each industry are changing, and the blog is one way to show that you are up to date.
What you read now you also found on the company blog. If you would like to develop the correct form of your blog, we invite you to cooperation.