SHOULD I START A BLOG?
There are certain questions I get asked a lot. You may even call them “Frequently Asked Questions.” One of those questions is, “should I start a blog?”
The short answer is yes. However, it’s a big time investment (or monetary investment if you decide to pay someone else to do it). Therefore, you need to analyze your current marketing efforts and determine if blogging should be a priority. Let’s talk about the benefits of blogging to help make this determination.
SEARCH ENGINE OPTIMIZATION (SEO)
The primary benefit of blogging for most people is SEO. If you’re trying to increase the organic traffic to your website (any traffic that doesn’t come from paid ads), the answer to “Should I Start a Blog?” is yes. There are several reasons for this:
- Search engines take the recency of your website into account when ranking results. So if your website is 4 years old and never had a new page or post added to it, you will drop greatly on the search engine results page (SERP). Alternatively, if you have a new post every week you’ll be rewarded for it.
- Building backlinks to your website is easier when you’re posting regularly. A backlink is a link from another website to your website. Search engines take into account how many backlinks you have, so you can leverage new posts to get more by sharing them on social and other mediums.
- Blogging gives you a reason to keep sharing your website. If you take to social media and post a link to your home page every week, your followers will get annoyed and it makes you look lazy. If you have a new post every week that benefits your followers, you can post a link to your website consistently without diminishing trust.
- You can target more specific keyword phrases to capture organic traffic from search engines. With the right tools, you can see how many people search something and how hard it is for your page to rank well for that search. Take this post for example. I could have titled it “why I started a blog of my own,” however, very few people have searched for that phrase on Google. I could have gone with “blogging,” but that is a very competitive keyword and would be hard to rank. So, I researched phrases that people are searching for, but other websites aren’t targeting. Therefore, I landed on the title, “should I start a blog?” Because it has a good search volume and very little competition.
- If you blog well it showcases your expertise. You’re able to share knowledge about your own industry and plug yourself as a resource that can help.
- Simply having a populated blog can build credibility. Ideally, web visitors will actually read your posts. But it’s also beneficial to have a user see that you put in the effort to blog even if they don’t read it. It shows that you care about what you do.
- Blogging is a great way to sell yourself, your products and your services. When you spread your knowledge on a topic, people are more likely to hire you. Take this post for example. Some people will read it and start their own blog, but others will read this and not have the time to set it up on their own so they’ll contact me to do it for them.
- There’s a lot of opportunity to get your products and services in front of existing or past clients. At Spry Creative we utilize an RSS to Email campaign, which takes our blog posts and automatically sends them out to our email subscriber list using a template we’ve created. This keeps top of mind awareness to everyone on our list. Email marketing is really effective because your list consists of people who have opted into it, meaning they want to hear what you have to say. That’s the best audience you could ask for. Use this to keep reminding your clients, past, present and potential, of everything you offer.
WHO SHOULDN’T START A BLOG?
This is a tricky question to answer because a blog is beneficial to everyone. But, as we touched on in the beginning of this post, it’s about priority. So when you ask “Should I Start a Blog?” remember, it takes up a substantial amount of time if you’re doing it yourself, and a good chunk of change if you’re paying someone else to do it. Also, the SEO benefits take an average of 8-12 months to really kick in. So, below are some examples of businesses who might want to skip on the blog:
- If you don’t need more business. This might sound crazy to some, but a lot of clients I work with don’t want to bring on more workload. They want to change the type of client they have, or do the same amount of work for more money. When this is the case, SEO may not be the most important thing. You can invest in a nicer logo along with more upscale messaging and branding.
- If you have seasonal or temporary products and services. For example, a school that enrolls once a year can get a better return on investment (ROI) by running Google and Social ads a few months before enrollment as opposed to blogging year round.
Basically, blogging is a good idea for everyone, but shouldn’t be the top priority for some. It’s great for SEO, credibility and sales. If you need help getting your blog up and running or want to see if it’s something you should invest in, email [email protected], check out our marketing services, website design approach or give us a call at 435-962-1517. If you have any questions, leave a comment below and we’ll be sure to respond.