The 5 best reasons why blogging is important for SMEs
Many SMEs don’t utilise the power of blogging to drive sales. Some don’t have the time, while others are not fully aware of why blogging is important for the marketing and sales funnel. In our article, we outline the top 5 reasons as to why blogging is important for your SME business. Carry on reading and see how you can get started on what is a cost-free way to drive sales.
1. Boost to Search Engine Optimization
Search Engine Optimization (SEO) is, in a nutshell, the process of optimizing your online content so that a search engine (e.g. Google) likes to show it as a top result for searches of a certain keyword.
All of the top search engines like fresh, relevant content and blogging is one of the most straightforward and inexpensive methods for a business to create this. It’s free and when you do it consistently, you are providing the likes of Google and Bing with fresh content to index for their users.
By cleverly inserting certain keywords into your blog posts, you will ensure that people will find your article. For example, if a person enters “best TV brand” and you have this phrase in your blog, then there is a higher likelihood that your blog will appear in their search results. All for free!
By covering the relevant keywords that consumers will use to search for the types of services or products that the business offers, you are attracting business at no cost. Easy wins like this are essential for small businesses looking to compete with companies that have bigger advertising budgets. For example, businesses that blog get 55% more website visitors than businesses that don’t.
2. Increase Customer Engagement
The blog is a great platform to engage your customers and another reason why blogging is important. You can utilize it to share company news/articles/tips and tricks, just to name a few. Without it, customers are only interacting with your website and social media. Social media is great in that you can communicate directly with queries and comments, but blogging is a far more conversational medium that can strike the right chord with customers.
You can utilise your own customers to contribute to the blog as one of the 5 best reasons why blogging drives sales for SMEs. Trust us, customer testimonials such as these in a long-form blog piece are marketing gold. Hearing straight from the horse’s mouth is invaluable and something that your company can never compete with as a selling tool. Considering the fact that businesses that blog generate an average of 67% more leads than those that don’t, it’s an entirely worthwhile marketing tool to invest heavily in.
3. Boost your Brand Identity
Branding is so much more these days, primarily in regards to the emotions and psychology of potential customers and how they react to your brand. Incorporating these into your blogs is important, so setting the right tone, language, colour schemes and motifs is so important to get right. Being authentic is crucial, as 86 percent of consumers say that authenticity is a key factor when deciding what brands they like and support.
Ensure this is genuine authenticity, and that you walk the walk as well as talk the talk. If you claim that all of your products are Fairtrade products, then you better ensure that this is the case.
Setting the right tone can be done by analyzing who your customers are. With this established, write your blogs as if you are speaking in person to these people. By doing so you won’t artificially elevate your tone but instead, write as you would when speaking to them in person. This is a great technique to set the right tone in your blogs which as a result will bring a clear, honest, and straightforward style to your blog content.
4. Drive Traffic to your Website
Blogs are great ways to drive people to your website and just one of the 5 reasons why blogging drives sales for SMEs. Hyperlinking throughout the blog to key areas of your website will help this, along with call-to-action buttons that are clearly visible in the blog piece. When you reference a topic on your blog piece, you can offer the business solution right there and then via a service or product that you offer.
By posting links directly in your blog articles to your website, you are driving people to specific pages on your website and so ensuring that the customer doesn’t have to sift through your website for the answer they are looking for.
Ensure also that you are posting your blog pieces to all of your social media platforms. Accompany these posts with clear links to click on and striking images. These ensure a higher conversion right which comes in the form of customers clicking through to your blog and website.
5. Become an Industry Expert
Blogging is a great way to demonstrate your expertise in your area of business to potential customers. By resonating with your target market by showcasing your knowledge via relevant blog topics, you will attract customers who will view you as an industry leader.
Blogging as an industry expert will also build a foundation of trust with your prospective customers. By developing blogs covering multiple topics that are within your area of expertise, the more likely that the customer will trust you to supply what they need. Your thought leadership articles are also a great way for the customers to learn.
Over time, writing regularly helpful and informative blogs will make you the “go-to” tool within the industry in your particular niche, leading to more inquiries and higher conversion rates. This is another key reason as to why blogging is important for SMEs.
If you’re looking to get some inspiration for great blog posts, then check out our Blog Post Title Generator which will kickstart your first blog piece. Once you have a title and keywords, it’s very easy to get started!
Blogging is so easy to get started on. Find someone in your business who enjoys writing and the creative process that comes with it (it could be you!) or else you can also hire external bloggers per post to generate content for you. There are plenty of platforms that facilitate this search to help justify why blogging is important.
Starting a blog can nonetheless be daunting. If you have questions about working with digital marketing agencies who can do. this for you, then check out our recent blog ’10 great questions to ask when hiring a digital marketing agency’.