Blogging can be one of the easiest and most effective ways to promote your business, because it serves a number of different purposes. Basically, you blog to “win search” (to rank high in search engine results) and to demonstrate your expertise and credibility in a specific industry.
Best of all, you can write about the issues that you’re facing, your industry is facing, your customers are facing, etc. By sharing all of this knowledge, you can demonstrate the breadth and depth of your knowledge, which demonstrates to your readers that you truly know what you’re doing.
Here’s what we mean:
Blogging helps you win search. Without going too much into the details of search engine optimization (SEO), blogging lets you consistently and regularly update your website with valuable information that your customers are looking for (assuming you consistently and regularly write blog posts). The more you write about a particular topic or keyword, the more Google assumes that site is about those keywords. And the better you do it, the more valuable and important Google thinks your site is. If your site is valuable, then they want to share it with their users, and it appears at the top of the search rankings. The more and better your write (and optimize your posts), the longer your site will stay at the top.
Blogging helps your credibility and expertise. Let’s say you know a lot about personal finance. You write a three-times-a-week personal finance blog giving all kinds of general advice to people about how they can get out of debt with some basic financial planning. Do it often enough, and a few things will start to happen:
- You will begin to attract regular readers and even fans.
- You will begin to be noticed by decision makers at conferences, publications, and other places where they want you to share your content.
- You will be asked to speak and write for those organizations.
- Best of all, you will be hired to actually provide the financial services you have been writing about.
Blogging helps you get hired. Ultimately, these other two areas help lead to growth for your business. If you blog about a particular keyword, and you appear at the top of the search engines, people will find it and want to hire you. (Why? Why else would they be looking for your particular keyword or key phrase? Trust me, no one is interested “just for fun” about “end-of-year charitable donation tax implications.”)
By blogging on a regular basis, people will see your ideas and your work and assume you know what you’re doing. They’ll want to hire you to work some of your magic for them. “After all,” they think, “if she knows enough to write about it, think about how much more stuff she knows.” Ultimately, they’re hiring you for your ideas and ability to apply your knowledge to them. (Trust me, I’ve seen it happen many times over the last several years.)
Blogging is the one of the few ways you can promote your business for free, you can do it as often as you’d like (more almost always means better), and your success is wholly dependent on your ability to do it well.
About the author: Duncan Alney is the president and founder of Firebelly Marketing. He is an entrepreneur, writer, speaker, and photographer, and he’s working on his first social media marketing book, which will be out in late 2012. Duncan has lived on 3 continents and in 5 countries, but is proud to call Indianapolis home.