Why blogging is vital for your business's online strategy - Unity Online

27 January 2020

Today, businesses work in a rapidly moving landscape of new technology and consumer demands. It’s crucial for SME’s to maintain a strong online presence that engages and communicates with their customers.

There are plenty of parts to this online presence; a bespoke, optimised website; data-driven Google Ads campaigns; and many more. However, blogging is an oft-overlooked, inexpensive way to drive more quality traffic to your site that increases your conversions and establishes you as an expert in your industry.

Here are a couple of statistics that show how important blogging is:

  • Businesses that blog receive an astounding 97% more links to their website (Source: Liquid Capital Corp)[1]
  • Nearly 80% of businesses that use a blog reported that they gained customers through these efforts (Source: Hubspot)

Here are some benefits of blogging for SME’s:

Establish your business as a knowledgeable leader in your industry

Blogging gives your business a reputation as a source of knowledge in its industry, no matter its size. By providing accurate, valuable content, consumers will come to you for information, which leads to higher rankings, better conversion rates, lower bounce rates, and more people sharing your site on social media.

More opportunities to be shared

These shares go a long way in organically promoting your site. The better your blogs are, the more likely they are to be shared on Facebook, tweeted about, or shared in messenger or WhatsApp. This is effectively free marketing, with more visitors coming to your site to buy your products or use your services, all while continuing to share your website around without costing you another penny.

Search engine optimisation

Search engines prefer new, relevant content when deciding what to send to the top of the page. A consistent blog with well-written, detailed copy is providing Google, Bing and more with constant new content to index.

When keyword research has been carried out before writing, you have the opportunity to insert relevant keywords that consumers are searching for. All of this adds up to some highly optimised pages that get your business noticed where it matters the most.

Develop relationships with new customers and strengthen existing ones

Engaging with your customers is a key aspect of your marketing strategy. By publishing a blog, you’re giving yourself the opportunity to connect with both existing and potential new customers in a more conversational and personal way, which can make them feel more inclined to choose you over a competitor. Don’t overlook the power of a comment section – this gives you even more chance to connect by both seeing what your customers are talking about, and by allowing you to respond to them personally.

How we will help

Do you want to improve your business’s online presence with a blog? If you do, we’re here to help. It can be a challenge to find the time, or to know what to write, to successfully engage with your customers. At Unity Online, our content specialists take the time to get to know everything there is about your business before crafting engaging blogs that improve your SEO, interest your target customers, and turn ordinary website traffic into profitable leads and sales.

This is just one of many services that the digital marketing team at Unity Online provides. Get in touch with us today to find out more or to get started with digital marketing services that are optimised for the needs of your business. Give us a call on 01473 350 485 or send us a message here.

[1] Liquid Capital Corp https://liquidcapitalcorp.com/blog/business-growth/want-97-more-links-to-your-website-how-to-blog-for-business/

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