Liz Skorski

More and more experts are telling us about the importance of video and about how crucial it is to connect with customers in a visual way. It IS important – we won’t dispute that. But it’s not the only way to connect with your customer and sometimes it might not even be the best way. If you’ve been wondering if there is still space for the written word when it comes to promoting your business, the answer is a resounding yes.

Here’s why:

Blogging helps position you as an expert

  • Someone with subject matter expertise and who blogs regularly about what they know helps to both obtain and maintain a position on Google as an expert. Add in a dash of humor and people will keep clicking on your site because they know you to be entertaining too!

 

Blogging is shared across multiple platforms

  • You’ve heard of “old school” and “new school?” Well, if you want to appeal to a wider demographic it’s best to incorporate a variety of strategies into your marketing campaign. Some folks still prefer to read content and some platforms are more reader friendly. Think about LinkedIn. People who are posting blogs regularly to a forum like LinkedIn are business and thought leaders considered to be leading experts in their field. The written word holds more value on a medium like LinkedIn. Know your audience and where (and how!) to reach them.

 

Blogging is offering and / or sharing information of value, for free

  • Want to build some customer and / or brand loyalty? Give something away for free. What you are trying to accomplish here is building your “know, like and trust” factor amongst a wider audience. It costs very little to share some of your knowledge with potential customers for free but it could cost you a whole lot more if your competitors are doing it and they’re getting all the website traffic.

 

Blogging leads back to your website

  • Writing an article or blog is a great way to actually increase your Google reach. Search engines LOVE new content so blogging regularly and linking your blogs back to your website will help drive traffic to your website too. Make sure when you’re blogging you’re finding ways to incorporate key words into the paragraphs you write in order to capitalize on search engine optimization.

 

Blogging must be current to be relevant

  • Blogging frequently keeps you top of mind and helps keep content on your website fresh. You might not always be able to update your website but writing and posting a blog, that links back to your website, is a surefire way to stay current.
  • Blogging also encourages reader engagement and interaction because it allows followers to comment, share and post on your social media channels. Just make sure that you are as equally committed to engaging with customers as you are to writing the blogs in the first place!

 

Need some tips and tools on how to get started? We asked Sheralyn Roman, of Writing Right For You, to comment. Here’s what she had to say:

  • Be scheduled and consistent. Frequency isn’t as important as the consistency of your posting schedule.
  • Your goal is to create an audience and encourage reader engagement.
  • Offer something of value for free.
  • Write from your own life experience.
  • It’s not a novel! K.I.S.S. (Keep it short and simple!) About 500 – 800 words.
  • Practice “spontaneous” creativity – if you don’t write regularly you might have to practice. Think of it as a muscle that needs developing and start training!
  • Keep a diary – use the “Notes” app on your phone to jot down ideas you have that could later be turned into blogs.
  • Write what you know – stick to your area of expertise and become known for it.
  • Your first 5 blogs? – Answer the 5 W’s. Who you are, What you do, Why you do it….you get the idea……
  • Stay relevant by incorporating current events into your blogs.
  • Always include a call to action – it’s fine to do so…make it a part of your final sentence or a tag line at the bottom of every blog.
  • Use Key Words – make sure to maximize SEO by incorporating key words from your business / website into every blog you write.
  • Commit to engagement – interacting with your followers is crucial – create a two-way conversation!

 

The bottom line – blogging is still relevant. In fact, we would suggest blogging must absolutely form a part of your marketing platform. We design stellar websites that exceed customer expectations but if you want to keep customers coming back, your website needs to stay current and be updated frequently. A blog is just one of the ways to drive traffic back to your core website content. Don’t have time to blog? Hire an expert to do it for you. From art scratched on a cave wall, to text recorded on papyrus, mankind has relied upon some form of “graphics” and the written word to communicate since the dawn of time. Websites and blogging are just the most current method! Words and art were important then. They still are today!