Do you feel that your activity is a bit on stand-by? That your online marketing strategy is not moving forward? You might be missing something … a business blog. Everyone is talking to you about it but, due to lack of time or motivation, have you ever gotten started? If your business experiences any of the 7 symptoms mentioned below, your business urgently needs a blog. We will explain why …
1. No one is going to your site.
“Sites that have a blog receive 55% more traffic. “
You already have a site and that’s great because today, companies that don’t have sites are seen bizarrely by their potential customers and seem almost suspicious to them. But are these potential customers really going there? Or only those to whom you give your url on your business cards, your current customers, in short all those who already know you? Mmm … if that’s the case, a blog will be your biggest source of traffic. It will help you make your site stand out in the search results of your potential customers. Those who don’t know you yet.
Because a blog, unlike a site that is static, will allow you to update information every week that will be useful to Internet users. This useful information, around the keywords of your industry, will help you to stand out on Google, at the moment when your potential customer makes a research on Internet. * In short, your blog will allow you to position yourself in a natural way.
* 44% of consumers start by looking for information before their purchase procedure.
2. You need to sell more.
“Companies that blog generate 67% more leads than those that do not blog. “
Are you, and if you are lucky enough to have a sales team, rather busy? Or maybe you are not achieving the desired amount of sales compared to the number of visits to your site? Or maybe you just started your business and few people know you yet. Professional blogs are a great tool for generating more potential customers. Useful and original content plays like a magnet.* Define the characteristics of your potential customers, write for them, solve their problems, answer them and you will get not only customers but also ambassadors for your brand.
Your blog will also be an additional communication medium for your activity: take advantage of this reading space to promote your products or services on the side column or at the foot of your articles.
* Companies that have a blog have 97% more inbound links than those that don’t.
3. You are tired of not seeing the result of your marketing efforts.
If you are tired of fighting against all odds without seeing the real benefits of your marketing efforts, first of all you are not alone! Second, it will be easy for you to analyze and monitor your business blog statistics. So what keeps you from trying and at least testing if it works for you? With tools like Google Analytics, not only will you be able to see the articles that are the most read and then focus your efforts on this type of content (for greater effectiveness of your actions). But you can also (and above all) analyze:
The number of visits that your articles brought you:
– By increasing your traffic “on site” : This is the cumulative audience of your blog articles (measured in visits and unique visitors, over a given period, ideally a year, minimum 6 months).
– By increasing your “off-site” traffic in case your blog offers subscription to an RSS feed: Use Feedburner to track your subscribers.
Remember to also measure the recurrence of these visits. This indicator will allow you to understand the behavior of your visitors and to know how often they return to your blog (once they have discovered it) over a given period.
This report can be viewed in Google Analytics in: audience > Behaviour > Frequency and last visit.
4. Your social networks are at a standstill: You don’t know what to publish or you can’t “connect” with your community.
Probably, like many (small) businesses, you have started taking advantage of the internet as a marketing tool by creating your business page on Facebook. You probably also have a Twitter or Linkedin account on which you publish from time to time. But you can’t always “connect” with your community.
Obviously, if you don’t have a blog yet, you’re mostly posting content from other people or companies, which is commendable if it’s useful information. But it’s always better to create clean content. Because creating clean content connects you more with your readers because you take the trouble to create content for them, to solve their problems.
But above all, through your blog, you can show the personality of your brand, its values, share your story (and why you are better than your competitors;)) Blogging is seducing. You can never marry someone unless you go through the stage of seduction first.
5. You need to make your business believable.
Blogging is the best way to build credibility in your industry. Why ? Because a blog requires you to write information about your sector continuously, and not only does it inspire you, train you, but it allows you to give your point of view and demonstrate your know-how.
In short, not only will writing allow you to do your professional psychoanalysis but your customers will need it to gain the confidence to go on sale. And even more so if you have just launched your activity and reinsurance elements (such as testimonials or opinions) are scarce on your site.
6. You spend hours always answering the same (frequently asked) questions.
Chances are that your sales or customer service team, if you have one, or yourself, if not, answer the same questions from your customers several times a month, right? ?
Not only does a blog allow you to use these Frequently Asked Questions (FAQs) as inspiration for creating useful content for your customers. But especially of save incredible time by sending your customers directly to your blog articles, before “daring” to disturb you. This is the technique used by all major brands. Why not you ? And now, hours of work per month saved for you or your team!
NB: On this topic of after-sales service, the blog will bring you many other advantages such as that of obtaining feedback from your consumers in a fast and economical way. But it is also very useful when offering exclusive offers and thus retaining your customers.
7. Your competitors are already doing it…
If today 71% of brands use a blog, it is very likely that your competitors too! In 2014, it is no longer an innovative tool, but a reality, and if you do not use it yet, you run the risk of staying a step behind your competitors. And in the (extremely lucky) case where your competitors do not yet have a blog, take advantage of this huge opportunity and become a leader in your sector – thanks to your blog!
Sources of figures: