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How to get clients? Why you should run a blog

Jarosław Morawski

A good product is not enough. Successful brands understand that they should reach out to the clients as well as let them find their products. While search engine optimization and sponsored content make it easier for brands to increase their awareness, content marketing based on proactivity – approach that highlight the brand’s initiative in building connection with clients – can be highly effective. One of its most powerful tools is company blog.

Writing a blog can be a daunting task – especially for small and mid-range business owners. At first it may appear overwhelming and extremely time-consuming. To see effects, a business must invest time and money into writing articles and creating additional content: photographs, illustrations, and videos. It’s worth it, though. Creating unique content fit to the clients’ needs and expectations yields quick returns and brings plenty of benefits.

Numbers speak for themselves: writing a blog is profitable. 81% of internet users in the United State trust information posted on various blogs and 61% of them have made a purchase based on written recommendation or review. Brands that run blog benefit from 97-percent increase of traffic on their site, whereas 60% of clients admit that having a company blog has a positive impact on the brand’s image.

A blog works to the brand’s credibility, improves its online presence, and serves many other incredibly useful purposes. Why should you do it and how to begin? In this article I will describe the benefits and problems that come from writing a company blog.

Blog increases website traffic

Blog gives people a good reason to visit your website. Posting regularly and keeping up the quality of content is enough to see a significant increase of pageviews. Recent research by Hubspot says that brands that monthly publish 16 or more articles see the largest increase in web traffic. Frequent blog updates is an effective way to stay in touch with your clients. It gives them a clear idea that your company is up and going and continues to grow.

Największą popularnością cieszą się wpisy, które są przyjemne i użyteczne – najlepiej jednocześnie. Poradniki rozwiązują konkretne problemy użytkowników, co bezpośrednio przekłada się na lepszy obraz marki. Łatwo wpleść w nie materiały wspierające komunikację lub promujące produkty i usługi. Unikalne treści na blogu, szczególnie gdy są połączone w kategorie lub serie wpisów, przenoszą użytkownika na stronę internetową marki. Klient, który już tam jest, chętniej dokona rezerwacji, kupi produkt lub skorzysta z formularza kontaktowego.

According to research, the most web traffic comes from content that fits user profile. Before launching a blog, it’s beneficial to learn more about clients – what they like and dislike, what are they problems, and why did the choose this brand over the competition. Finding out what motivates our readers can help us create content that fits them like a well-tailored suit.

Blog supports brand’s communication

There’s a good reason why a brand’s personality is called tone of voice in branding jargon. All the communication – promotional materials, advertising, website – builds the voice which is the biggest touchpoint between a brand and its customers. Blog is the perfect place to use this voice to accentuate a brand’s identity and core values.

A strong identity has a direct influence on brand loyalty. Companies that openly speak about their mission and values build an image that reaches beyond offered products and services. US-based online store Huckberry sells clothing and accessories for adventurous people. In their newsletters and online ads, the brand underlines that many goods are locally sourced and manufactured. This simple yet incredibly effective strategy shows clients that Huckberry is guided by higher values and profits are not the brand’s top priority.

Blog is the right place to show a brand’s different, more humane face. Many technology companies, despite focusing on technical and somehow hermetic matters on a day-to-day basis, often use their blogs to introduce people behind the pixels and talk about plans for the future. When done properly, unique blog content can create or strengthen a brand’s identity and give clients something that they can identify with.

Blog is a valuable sales tool

Blog posts can be a source of leads even many months after publication. According to Hubspot research, older entries on blogs run by larger brands are responsible for up to 90% of page views, sales, and contact form submissions. This is one of the reasons why it’s essential to remember about keeping previously published posts up-to-date and focus on content that will stay current for months.

Furthermore, older posts make for a great base for effective marketing campaigns. Take a look into your website’s traffic analysis to find out which posts are viewed the most. There are reasonable grounds for their popularity – they are often highly ranked in search engines and liked by readers. Often subtle changes are more than enough to make them appealing to new clients.

Thoughtful design and content strategy visibly impacts sales. Triny.pl, a Polish cosmetics online store that we’d worked with on website and blog design, runs a series of useful articles for its customers and readers. During the design stage we put great pressure on readability, while clear and easy to understand categories layout helps users find the articles they’re looking for. Each post contains pictures and descriptions of mentioned products and large author photographs give the blog credibility.

Blog boosts SEO

People are looking for solutions to very specific problems. Rather than search for „oil-resistant wall paints”, they will ask: „how do I remove grease from walls?”. Search results will pop links to numerous house renovations blogs where different brands suggest proven solutions and products that solve the issue.

Given the amount and type of content, blogs are a great way to improve website’s SEO ranking. Google’s algorithms are constantly changing to promote unique and most valuable links. The connection between blog and SEO works in both ways: posts increase the rank in search results but can be written based on traffic analysis and visitor behavior.

Before launching a blog, it’s good to dive into Google’s Analytics tool to find phrases that people most often search before ending up on the website. Key words suggest popular associations and give tips for how the blog should be developed to better appeal to readers. Through better search engine positioning, Google rewards websites that post unique content on a regular basis.

Keep this in mind

Running a blog can be a wonderful adventure and a simple recipe for success. It’s important, however, to remember about possible dangers even at the planning stare. Google punishes websites that don’t post content very often or copy it from pre-existing article databases. Blog posts should be one-of-a-kind and posted three-to-four times a months. A blog is a challenging but very valuable investment with low risk and high return.

While the quality of content is crucial, the blog’s look and feel are just as important. Popular blogs often match the style of a brand’s main website. Pleasant reading experience consists of different factors: pictures and illustrations that accompany text, layout, typography settings and additional features, like comment system or social media sharing buttons.

Properly designed blog may improve a brand’s image as much as a good logo. That’s why, among other reasons, it’s beneficial to trust specialists and put money into distinctive, well-thought-out layout. Blog increases a brand’s authority, builds customer loyalty, impacts sales, and improves SEO ranking. It’s an investment that pays off.

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Piotr Synowiec

Peter Synowiec

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