Recognizing the importance of having a blog on your company website and actually finding the drive and creativity to update it with new ideas on a regular basis are two different things entirely. Nevertheless, a company blog is always worth the effort and inconvenience. According Social Marketing Writing, 80 percent of visits for any particular blog post are from new visitors. A frequently updated blog is one of the best ways to attract new visitors to your website – and to convert those visitors into sales or interest in your products or services.
New Product Highlights
While the entirety of your blog shouldn’t be devoted to your new products and services, about one in five posts can and should highlight your offerings. Discuss upcoming or brand new releases and include pictures if available. Don’t just post a product description but go into detail about how that product will benefit consumers. For example, rather than a post titled, “Introducing the New Company X Mop!” write a post titled: “3 Ways the New Company X Mop Will Banish Your Old Mops to the Landfill.”
Search Engine People reports that Internet users rate blogs as their fifth most trusted source of online information. Take advantage of their interest to learn more from your blog by offering insights on trends, news and other information relevant to the industry at large. For example, if you sell cleaning products, you might talk about a trend toward more natural ingredients in cleaning products – and tie that back to an upcoming all-natural line of products you have coming out. If there’s news about a retailer no longer carrying a different line of cleaning products, you might weigh in on why you think that’s the case and emphasize how your products are different and better.
Whenever possible, schedule reputable guest bloggers to write about the industry on your blog as well. Guests are interested in this because you can offer a link back to their own websites or social media profiles in order to increase traffic their way, and in exchange, you get an interesting, relevant topic on your blog that you don’t have to spend time researching.
Tips and Tricks
Visitors don’t just want to read posts that (obviously) promote your company or explain how well your company is doing. When looking for online information, Internet users are looking for something they find interesting or relevant to their lives. Posts that offer tips or tricks for common household problems – with solutions your products or services can solve – are among the most popular types of blog posts.
For instance, you can talk about winterizing a home and include a suggestion to have a professional clean the home’s furnace if you’re part of a heating and cooling company. The other tips may include something less relevant to your company, such as insulating the home, just so the post seems less like an advertisement.
Remember that short or repetitive posts will turn visitors away, so it’s important that every post is quality. If you have trouble sparing the time and finding the talent necessary to update the blog frequently in-house, contract a team of professional content writers to fill in the gaps for you. That way, you enjoy the increase in traffic that a popular blog offers and you won’t have to spend the time gnawing your teeth trying to come up with new ideas.