Why your website needs a blog (your marketing efforts rely on it).
Now that you have a website, you’re probably wondering where to go from here.
“What have I got myself into?” – even if you’re not saying it out loud, you have probably thought it. I hear you.
Building a website is not cheap – as you know – but after the build costs have gone away, there is the issue of marketing your website.
And that ain’t cheap either – BUT it doesn’t have to be expensive. Today I want to discuss the most inexpensive marketing tactic you can employ – the blog.
I have always bleated on and on about the blog (and I apologise for harping on the subject :)) but it’s all for good reason. Why?
Think of your website as internet real estate
Every page is a piece of land you own on the web. And each page is optimised using phrases and keywords (these are the “FOR SALE” signs on the front lawn) in the hopes of getting traffic to your front door.
Here’s the problem – the guy next door in “Online Productville” is doing the same thing.
Here’s the other problem – each page on your website can only be optimised for ONE key idea at a time.
In the old days, before Google came along to clean up the neighbourhood, some websites used a tactic now known as “keyword stuffing”. In other words, their front lawn was plastered with signboards. In today’s Google-centric world, your website would be penalised and relegated to the garbage dump.
Without getting too technical, your particular landscape is all set up correctly. You have, let’s say, 10 pages on your website. These will include a home page, and about us page, a contact us page… all of which are optimised for search engines. Once these signboards are set up, there’s no more room to add keyword ideas. And no more room to add more of those all-important keyword ideas or signboards.
He who has more organic internet real-estate, WINS. (please note the “organic” part. We are not dealing with paid media today).
Why Blogging is the Core of Your Online Marketing
- Every Blog Post becomes another piece of “online real estate”. If your website only has ten pages, and each page has one keyword idea, you are giving yourself only 10 opportunities to be found when somebody searches organically for your product or service.
- A freshly minted blog post sends a signal to Search Engines (like Google) that your website is actively adding more pages. Remember that Google loves to serve up fresh relevant content – their service relies on relevance. When you post a new blog post, the bot crawls your site in order to index new content. Keeping it regular and fresh means more crawls, and more opportunities for discovery. Good for SEO. Good for reaching more people.
- Good content gets shared on Social Media. But more than that, I would suggest that since our goal is to drive traffic to your website, the blog is central to your Social Media Strategy. Write a good post. Broadcast that post on Social. Drive traffic to your site.
- According to HubSpot, companies that have a regular blog get 50% more visitors than those who don’t. And B2C (Business to Consumer) companies get 88% more leads per month than those who don’t blog at all.
Blogging Stats: Companies that have a regular blog get 50% more visitors. B2C (Business to Consumer) companies get 88% more leads per month.HubSpot
What to do?
Simple. Claim more land. Put up more signs on that land. Rinse. Repeat.
By adding more content to your blog, you are effectively adding real estate. And adding more organic opportunities for getting noticed.
Finally, a regular blog starts to establish your company as a thought leader, an expert, in your particular field. And that, after all, is and should be the ultimate goal.
This blog post about blogging is only a small introduction to the subject.with the focus on Why your website needs a blog, but there are many other topics around the subject that warrant their own blog posts. Like, “Strategies for writing blog posts”.
I’ll be posting that one soon. UPDATE: I’ve written a great big HOW TO – Strategies for writing blog posts