As you no doubt already realize, Crux Creative prides itself on being on the cutting edge of marketing communications – particularly in the digital arena. Unfortunately, some clients seem reluctant to practice the best way to raise the SEO on their sites – blogging. In some cases, clients feel their writing skills aren’t up to task. In others, they aren’t sure what to blog about. In still others, they feel writing a 300 to 400 word essay at least once a week isn’t worth their time. But in today’s increasingly competitive marketplace a company blog isn’t a frill, a luxury or an option. It’s a necessity if you want your business to grow. Here are five reasons why:
1. A blog can replace print public relations communications which have gone the way of the dodo.
In case you haven’t noticed, newspapers are dying. Those that haven’t completely given up the ghost are evolving into digital communications. Blogs are essentially a form of public relations and they can serve to replace the press releases businesses used to send out about changes in their companies – new hires, promotions, opening of new locations, new products, etc. When it comes to that, blogs could be reused and submitted as press releases to digital PR services. If you’ve sent out press releases in the past, then not having a blog means you’re losing a way to replace an important part of your ongoing marketing efforts. And that’s a loss no smart business owner should be willing to bear.
2. A blog can build a company’s brand the way TV advertising used to do.
From 1950 until 2000 television and radio used to be the premiere ways a company could raise brand awareness in the minds of consumers. But TV sales are dropping every year. Radio as an advertising medium has been in a state of suspended animation for decades. We’re not saying these media can’t be viable opportunities for the right product at the right time. But the truth is, they don’t deliver the same results they did when baby boomers and Generation Xers were growing up. Not even close.
Many millennials live without a TV altogether, using their laptops, I-pads and smart phones to access entertainment and information. And the latest research indicates that in less than five years major advertisers will be spending more on YouTube videos than they do on TV ads. A blog is the ideal vehicle to take advantage of this shift. By including video clips and links to YouTube, a blog allows you to expand your marketing communications in an infinite number of ways.
3. A blog raises your SEO by updating your website – for FREE!
Unless you’re paying someone to write for you, creating a new blog every week costs you $0!
You can add news of new hires, new clients, awards you’ve won, projects you’ve just completed and other news that you want the world to know about. All of this information not only makes your site more informative – it also raises your SEO because Google and other search engines always seek out new content over old.
4. A blog is the best of all possible customer relationship builders.
Sharing your industry knowledge once a week on your site is a highly effective way to develop stronger bonds between you and your customers. It’s also an excellent way to prove your expertise with site visitors who are seeking services and products like yours. Remember though, a blog is NOT a sales pitch. If it’s about a product or a service you provide, it should take an objective, educational tone and perhaps even include information about your competitors’ offerings as well as yours. A sales pitch won’t impress your readers. Objective information on how to solve a problem will.
5. A blog can help your competition take business away from you.
Maybe it hasn’t happened yet. But if your competitors have a stronger presence in the market than you do, are perceived by customers as the expert problem solvers in your field, and are known to have new and interesting things to look at on their site every week – well, who do you think is going to get more traffic – them or you?
Stop kidding yourself. If you care about your SEO – and your business – you need a blog.
Fortunately, there are many ways Crux can help you with this business communications requirement. We can write blogs for you – including researching key words, using best practices to raise SEO and even research your target audience to see what they most want to read about. We can also create a template you can follow on your own to make writing blogs easier. We’ll show you how to research keywords, structure the composition to increase search engine rankings and more.