With shows like Shark Tank, it is easy to get funds for your startup. The problem arrives after they are funded, but you don’t have a clue what to do with it. Mostly, the startups spend their initial money on marketing strategies, creating a sales funnel, building trust among customers, and generating a lead. The important part of the process is to figure out where to begin marketing your product/service without being too salesy? The answer is simple: Blogging!!
From the outside, blogging looks scary. But what the startups forget is, blogging a tool that can act as a bridge between your brand and the customer. The notion of blogging started back in the 90s. And now, it has become one of the most valuable tools for startups to engage and build trust with their customers.
To outsmart your competition, it is necessary that you initiate a blog for your startup.
Before we even begin discussing the importance of blog for a startup, here are some of the challenges that every company faces.
You can see that the toughest thing for a brand is to generate traffic and get a lead.
As mentioned earlier, blogging can help you, as it acts as a booster to drive traffic and generate leads.
Do you know that almost 81% of US consumers trust the advice and information they get from blogs?
As a startup, you need to consider how you’re connecting with your clientele. You may not have the budget of a mega-corporation, therefore, you will have to use other means to build a relationship with the audience.
If you’re a savvy entrepreneur, you probably won’t make the mistake of overlooking the potential rewards blogging can provide. Thus, here are the reasons why businesses, especially SMB’s, should focus on building a blog and boosting their online presence.
- Showcase your brand’s personality
A brand personality is the tone and voice of your brand in the eyes of the consumer. With a blog, you’ll be able to control the reputation of your brand.
For instance, if you check out Nike Blog, you’ll notice how Nike is using its blog for showcasing the latest products as well as building and maintaining an image for the brand.
- Let’s you establish authority
Your blog is your private space where you can show that you know what you’re doing, establishing yourself as an industry expert.
When Search Engine Journal (SEJ) started their blog, it was just to give some value to its readers. But now it is an authority in Search Engine Optimization.
Your company blog is your chance to build authority over your customers. With a blog, it will be easy to show your expertise in a diversified manner.
- Your business gets more exposure
A brand that is full of relevant and helpful content verily increases your chances of meeting sales prospects, future employees, and possible business leads. Many people may also find your blog content on LinkedIn or through a search on Google. You can ultimately put your brand in front of scores of new people – users you may have not met otherwise – by creating blog posts that are engaging and worth sharing.
A brand like Hackernoon started as a simple blog on Medium. Now, it is running its own website with thousands of followers.
- Blog can drive massive traffic on your website
People nowadays crave for value. If you are able to provide value to consumers via blog, then it will be easy for them to trust you. You can easily drive those readers on your website and bring genuine traffic that can convert into leads.
Once blogging causes major changes to your website, the market-spiders crawl through it again to note the changing algorithms. This will definitely get you more links and traffic.
Recent research has shown that businesses that blog receive 55% more traffic on their website. So, start a blog with relevant content, and generate 4 times as many leads.
- Helps you provide better customer service
Nowadays, one-sided communication with companies can be a turn-off for customers. A blog, efficiently, creates a two-way conversation, encouraging customers to interact with you and provide substantial feedback. It also gives you another venue where you can respond to their comments.
For example, Amazon has a page dedicated to customer service. It educates the customer on how to get help on Amazon and where to contact when faced with a problem.
- Quality content – SEO
There is no point in having a killer website if nobody can find it. One of the key facts for getting more traffic to your blog is by making sure that people find your site easily when they use the search engines. Search engine optimization (SEO) is hard to ignore if you want to have a viable online presence.
Google’s algorithms will rank your site higher, whenever you produce useful content. With time, not only will your site make its way to the front page of search results, but when viewers read high-quality content, they are more likely to share and link back to it. Attaining high quality backlinks from high authority websites and blogs will tremendously benefit your SEO efforts.
- Allows you to engage customers in dialogue
If start-ups use a solid blogging engine, readers have the option of commenting on each post they make. The commenters amongst the big lot can be possible sales leads, or they may just challenge or support your views. Comments beget comments, either way and your company will soon be at the center of a business-relevant dialogue with partners and consumers.
- Humanizes your brand
Through a blog, a company is able to present its helpful, thoughtful side, giving its prospects a sense of the business’ culture, vision, and purpose.
Blogging provides an opportunity for customers to view your services from a less antiseptic – more personal and less ‘corporate’ – lens, humanizing your brand on a significant level.
Taco Bell’s Twitter account is extremely active, with content that is witty and to the point. Instead of just providing updates, they banter with the customers, coop up funny comebacks for their haters, and even get a little scandalous by calling out rival brands.
According to Chelsea Riffe, Loyola Digital Advertising, they have humanized fast-food joint to be a comical person, one that people look forward to ‘hearing from each day’.
- You can communicate your mission
Having a brand-purpose is one of the most essential components of business marketing. Embracing a unique brand perspective means connecting with your audience not only on a professional but emotional level. This is where blogging comes in.
Your personal-product blog is the platform where you can communicate your brand’s purpose conveniently. This is important because strong branding is an important part of encouraging consumer loyalty, going beyond what you sell, helping you stand out from your competition.
Take an example of Warby Parker. If you visit the About us page, you’ll exactly know what the brand represents. You can do the same on your blog by posting brand values, core principles that your company holds, and how they make you different from others.
- Get the audience insight
By using Blog analytics, you can allow audiences to share, comment, and click through popular topics. You can even tell what day of the week your customers like to stop by your blog.
You can take feedback from customers on your products and services. You can even share experiences with customers to make them part of your story.
For tips, do check out Matthew Barby’s blog.
Matthew Barby, the Global Head of Growth & SEO at HubSpot, has found the time to share his insights into all great things he does for his personal blog at HubSpot. From growth to everything SEO, Barby prefers writing long-form and extremely in-depth actionable posts each time.
- You can offer promotional material
As a small business blog owner, you can also offer your viewers occasional promotions. If you already have an engaged list of followers reading your content, they will be able to see what discounts or upgrades you are offering. It is, indeed, a great way to keep your customer base informed.
- Boosts networking
For an entrepreneur, networking is extremely important. When you have gained some popularity, upon building an audience, you can expertly attract other entrepreneurs to your business. You can also easily gain more credibility once your readership increases.
This could lead to other possibilities for your business. You might be able to take advantage of the key relationships you develop through the small business blog.
- Improves search engine visibility
It is important to remember that people and search engines, both favor fresh and relevant content. Blogging offers various benefits for marketing-SEO.
You can also improve your ranking in search results. For example, if you have a page on your blog that talks about black widgets, as you write about their specificities, you are adding extra content to your site that targets the keyword.
A famous blog site, Ecoki, offers its visitors a wide range of tips and ideas on everything related to living a green lifestyle. The grid-based, green template is the real beauty of this blog. This style makes it easy to read and navigate, adding visible headers, such as the latest news, popular items, and resources.
Thus, at times, calling out to specific areas on your site or blog is the only thing you need to do to get more people engaged with your content.
- Lowers marketing costs
Inbound marketing costs 62% less than conventional TV or direct-mail outbound marketing. The average cost per lead for the latter is $373, while the former is around $143.
- Improves sales skills
Constant blog management means regularly talking about your services, relevant industries, and products. By implementing the best methods to explain a concept to your target personas, you learn exactly what to do or say to make a person respond.
Blogging can definitely make you a better salesperson. You know what follow-up questions to anticipate and always have an answer ready for them.
- Educate Your Customers
The core of every business is to educate consumers regarding the products of the brand. A blog is an amazing place to start educating your potential customers. Check how Zappos leverage its blog to educate the customers on the benefits of particular shoes.
Usually, tip-post blogs are the most trafficked ones. People love tips and tricks, especially if you write them, and if they are really useful, customers and prospects are likely to read and share them.
- Gain a competitive advantage
Blogging gives your business a competitive advantage by providing better customer service, a unique voice, and personality, credibility, better search rankings, and expertise. All these components help you have an edge over your rivals.
- Helps you build a stronger, better relationship
When you’re not present, your blog can be there to answer questions.
Many consumers are not prepared to buy when they first arrive at your company’s website. They want to learn more about you and your services first. By maintaining a blog, your business can satisfy a prospect’s need for research.
Also, a blog is always exclusive. People interact with your content on their own terms, relieving you from more traditional forms of ‘push’ marketing.
- Builds credibility
A blog is usually a record of experience and quality value that you are bringing to your viewers, giving you a presence in your niche. This gives you instant ‘street cred’ whenever someone finds your content.
The CEO of Sleeping Angels, Lissette Palencia, has used her blog to build a steady stream of loyal clientele, providing valuable information to her website’s visitors. This is very important for your company.
Prospects read your content and gain value from it. By providing them with significant benefits through your blog, you will motivate them to buy your product.
In a nutshell
As a startup business, if you are looking to expand your online presence, you need to create high-quality content on a regular basis – blogging being one of the best ways to do this.
The details mentioned in this article are only a few reasons why an entrepreneur should keep a blog. Just remember that anything that brings value to your customers/audience is something that you should consider adding to your business. So get going and take your startup to the next level!