What do Whole Foods, Allstate, and Home Depot, have in common? They each either have a stand-alone blog, blog content on their main website, or both. You may be wondering what these companies could even be writing about. Their products and services are pretty straightforward, right? While this may be true, they’ve utilized the concept of blogging to accentuate their offerings in thoughtful, creative ways.
For example, Whole Foods’ blog can tell you everything you need to know about chocolate, while Allstate informs you on the best practices for withdrawing from your retirement accounts. Tap into Home Depot’s blog to try several DIY projects or learn about spring lawn care.
Relevant blog content can turn a browsing consumer into a devoted client, because they feel like their time spent on your site is rewarded with valuable insight and inspiration. This keeps them coming back for more, which increases their odds of purchasing something, or at the very least, improves your website’s traffic.
While Tik-Tok videos and curated Instagram profiles are now a popular marketing strategy, blogs are still a tried-and-true method for building brand loyalty. Let’s dive into some of the ways a well-written blog can still help your business, despite the changing times!
Showcase your expertise.
When I’m making a large purchase, like a new car, I don’t want to window shop and pick what looks nice or costs the least amount of money. I want my buying experience to be led by an expert who can guide me to an informed decision. If I have questions, the salesperson should have answers, or they should at least direct me to resources where I can find the answers.
When companies have blogs on their websites, whether they’re selling something as complex as a car or as simple as mascara, I can trust that they are experts in their industry. I have the option to learn more about their products and can make a thoughtful, confident purchase rather than a trendy purchase.
Don’t just sell, be a resource.
Let’s say I’m an aspiring esthetician who hopes to provide spa services to clients and create my own skincare line. However, I haven’t finished training yet, nor have I created a product to sell. Believe it or not, a blog can still be helpful to me at this stage. I can write articles that keep readers up-to-date with modern tips, techniques, product ingredients, and trends. I can blog about my experience in cosmetology school. As a result of providing reliable and interesting reads, I am building a strong bond of trust with my readers.
Once I am ready to open for business, they will likely become clients because they already feel connected to me and my business. With tempting headlines that are conveniently queued up at the end of each article’s page, visitors are also more likely to binge-read on the site, clicking around for hours and boosting its engagement – thus helping to push it to the forefront of search engine results.
The truth is, you can sell your products and services using blogs. In my opinion, it’s best to do this in a subtle manner. Let’s say I’m a coffee connoisseur who sells coffee beans and other coffee-related products. I may write a blog such as The Best Way to Make a Bold Cup of Coffee. In it, I would give tips or a tutorial for brewing the perfect cup.
Sprinkled throughout the paragraphs would be hyperlinks to my own french press, coffee filters, or whatever relevant products I sell. When it’s all said and done, I’ve not only referred the reader to a product, but I’ve also pitched its value and given them a method for its use – all in one article.
Promote updates and developments.
Don’t wait for a press interview to promote your progress. A blog is a great place to showcase developments within your business, such as staff promotions, awards, new certifications, and more.
Remember, while social media accounts may be a great platform, you do not own the content. Your profile can be hacked, deleted, or buried underneath everchanging algorithms. Furthermore, not all of your clientele uses social media. You’ve actually purchased your website domain and hosting service. You manage it – nobody else. This means you are in full control of your content, and important updates will always be easily accessible for those who’d like to check in on your progress.
Your blog can also be used as a way to give clients a behind-the-curtain look into your life. Most consumers like to know the face behind the brand. This creates a genuine connection and inspires them to purchase or hire, knowing that they’re supporting an actual human being instead of a cold corporation.
Take to your blog to share your perspective on relevant topics in your industry. Do you have advice that would help others, or reflections about something you experienced? Your blog is the perfect place to share these things. Good writing can make a reader feel like they’re actually listening to you talk. Incorporate your voice into your text so that readers feel like they’re really getting to know you.
Explain your work ethic.
As a business owner, you can use your blog to boost your brand’s reputation by showcasing the things you’re passionate about. If you’re an artist, for example, you could discuss the process of developing a new piece of artwork, like what inspired you or the impact you hope it’ll make. A small, local shop may use their blog to promote their involvements in the community, like park clean-ups or food drives.
Did you hire a summer intern? Use your blog to interview the intern about what they learned and what they plan to do next. You can still be humble without neglecting the great work you do. For those who want to learn more about your company’s reputation, your blog will likely be one of their first stops.
All-in-all, you should never underestimate the power of a great blog. There’s still a prominent demand for written content that has the power to transform readers into customers!