For almost every type of business, it’s now accepted wisdom that having an online presence is a must. Statistics vary, but some studies show that up to 98% of shoppers use online searches to find information about a business before making a purchase. Importantly, the trend is growing for local businesses too. So, regardless of whether you make pizza, cut hair, or paint houses, having an online platform is essential. Most companies recognize this fact, and they will, at the very least, have a social media profile. Many more will have websites, particularly as eCommerce solutions allow them to make direct sales. 

Yet, just having your ‘shop’ online is never enough in a crowded marketplace. And there are many ways to stand out from the crowds, one of which is hosting a blog on your website. It’s cost-effective, particularly if you write it yourself or keep it in-house, and it can be a fantastic way to grow your brand without doing a lot of work. Below, we look at five ways why a blog is an essential companion on your business website:

Discoverability

Once you have launched a website for your business, the main question that you face is how people will find it. SEO (Search Engine Optimization) is one key element, of course, and that will require your website to have keywords and phrases that people are searching for. With blogs, you will often see businesses creating content titles in the form of a question related to their product/business: How much does it cost for a VPN? Can I get good Japanese food in Baltimore? Is it safe to get dental implants? Whatever your business, a blog can be used to help people find you, both in the technical sense (SEO, search engine friendly content) and in creating content that naturally nudges people toward your product. 

Trends, New Products and Industry News 

A blog is a useful tool to keep customers/users, both established and new, abreast of your industry and core product. For example, this online gaming blog updates players on games of the month, new games added to the platform, and other interesting titbits from the industry. The point of it is to excite and interest your existing and potential customers by demonstrating your own passion for your business and surrounding sector. 

Personalization & Branding

A blog is your voice. If your business is something not terribly exciting on paper, the blog gives you a chance to add a dash of personalization. Indeed, whereas the product page might be dry and formal, there is no rule to say that the blog shouldn’t be funny and informal. It’s a chance to set your brand apart from your rivals, providing that sense of personalization that says there’s a real human behind the sales pitches. Moreover, linking to a blog on social media (assuming you’ll also have that presence to build your brand) lends weight and authority to your business. 

Product Use Cases 

One of the cleverest blogs we have seen comes from ZoneAlarm, the anti-virus software brand. In its blog posts, ZoneAlarm tends to tell stories about the risks of device security by using real use cases based on cyber security. Most of us are apathetic about anti-virus software, but ZoneAlarm uses its blog to really hit home the point. Regardless of your product, you can use your blog to show why your potential customers must have it. 

Demonstrate Your Expertise

Finally, your blog allows you to demonstrate why you are an authority in your industry. It does not matter if you run a nail bar or build high-end mobile applications, your blog is the opportunity to show customers that you know what you are talking about. It allows you to provide insights not possible on product pages, and it also gives you the chance to ‘sell yourself’ within your business by letting you demonstrate why the product or service is worthy of a sale. Of course, we should add that not every blog post should be a sales pitch. Simply producing content in your related field will be enough to convey that there is quality and expertise in your organization and, by extension, your products and services.  

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