Blogging is essentially free, there are no additional costs that should be incurred in set up and maintenance, other than the perhaps additional bandwidth costs depending on content and traffic.
No cost? Sounds great doesn’t it?
Well I would argue there is a cost, its just not necessarily a financial one. Blogs are time consuming, as to be successful and to have the desired results they must be written and researched well. Quality is everything – to ensure visitors find your site, to ensure they don’t leave immediately and to lead them to the goals you have set by your business website.
Content is still king.
Not only does Google like regular updates, but creating new pages, rammed full of relevant keywords as you write new posts about your business and industry is a fantastic way to increase the size of your site, and ultimately increase traffic by improving your search engine ranking chances. This can be a much cheaper alternative to Pay-per-Click advertising campaigns.
Given blogging software’s amazing capacity to deliver organized, navigable posts and articles, providing company news such as new products, completed projects, awards and media mentions is an easy way to provide useful content for your website user, improving the company’s image and creating brand trust, which is so crucial to success on the internet. Highlighting industry developments and the subsequent need for your company’s service or product or particular upcoming events that can be attended encourage your customer to action. This can increase the likelihood of the customer fulfilling your desired website goals such as booking, purchase, or contact.
Due to the dynamic nature of blogs, people that take interest in your posts are able to respond with the easy ‘comments’ feature. The creation of discussion and debate which you do not get with a normal static website is a fantastic way to get invaluable customer feedback and opinions. Although perhaps just a small cross section of your customers will interact, the benefits are still clear as any feedback is a positive thing for business.
As already stated trust is key, especially if the business does not have an already established offline presence and well established brand. Given the fact blogs are usually written in an informal style, this can help add a human touch to the business. This confirms to customers that there are real people behind the business that can be contacted and this can arguably increase trust in your business and lead to an increased likelihood of interaction with the business website.