Today, there’s a lot of buzz around digital marketing, especially for product promotion or brand awareness. Whether you own a brick and mortar store or provide professional essay writers’ services online, digital marketing tools can create a distinct identity for businesses and help you achieve your marketing efforts.
Let’s talk about one of the vital digital marketing tools for building a brand – blogging.
Blogging is one of the best ways of building a brand and connecting with your target audience. According to a report, brands that regularly blog gain conversions and see an increase in ROI. Here are some more stats on business blogging:
- Over 36% of Fortune 500 companies use blogs to share thoughts, promote products or services and build engagement.
- Companies that blog regularly receive 55% more traffic and have 434% more indexed pages than companies that don’t.
- Active company blogs have 97% more inbound links and generate over 67% more leads than websites with no blogs.
- 81% of online customers in the US take blogs as a trusted source of information.
- In the US, 61% of online consumers purchase after reading blogs.
- As per 68.52% of customers, blogs increase a website’s credibility.
- Blogger, Google’s blogging platform, records 46 million visits every month.
So, in simple words, a business blog:
- Generates new leads
- Increases trust
- Builds brand reputation
Creating a website for your brand is only the tip of the iceberg. It takes a LOT of time and effort to get through the cutthroat competition. So, here are five surefire tips to help you build your brand through blogging.
- Identify Your Target Audience And Study Them.
You can whip up the best content with ornamental terms and well-polished grammar, but it won’t serve the purpose if it fails to attract your target audience. You have to understand what your website visitors are looking for, and create blogs around those topics.
For example, if your audience members are looking for an eggless cheesecake recipe, you cannot bore them with the history of cheesecake baking. To make sure you connect with your readers, find the similarities between your expertise and the topics your readers are looking for.
- Optimize Your Blogs With The Right SEO Keywords.
There are over six billion searches per day on Google for various products and services. Businesses with a high ranking within the search results enjoy an added advantage, as most searchers click on websites ranking on the top.
If you want to build brand authority with blogging, you must create content with high-density keywords. For instance, let’s say you are looking for essay help online. Use words or phrases like “essay writer,” “essay expert,” “academic essay help,” and so on. Dig deep and search for keywords that are highly used but less competitive within the search engines.
Before using the keywords in your blog, use keyword research tools to analyze how competitive your keywords are, their search volume, and websites using them and their ranking.
- Determine The Platform For Your Blogs.
Often writers have to deal with unfortunate situations where the publishing websites discontinue their guest blogging section. In such a case, you have no choice but to bid adieu to your best work. Stick to the platform you have complete control of and publish authoritative content highlighting your niche.
Dive deep and gather topics that your audience wants to read about. Provide sufficient stats, data, and actionable tips. Don’t hesitate to create longer blogs. If you need 2500 words to explain the topic in detail, go for it. But make it worth the read.
- Define Your Content Strategy.
You can’t just start writing as soon as a topic pops into your head. Before you begin with the writing process, define the goal of your blogs.
- What do you expect from your content?
- Do you want to raise brand awareness?
- Are you looking to engage with your current audience?
- Is your content for product promotion and sales?
- What do you want your audience to do after reading the content?
No matter what your content goal is, be specific. Study your audience and understand who they are, what blog topics they prefer, their challenges, and what phase of the buying process are they in. For instance, someone could be at the final phase of the buying circle, and s/he wants to read some reviews or resolve some queries. Your goal should be to create content targeting those elements.
Don’t always make your blogs promotional. Talk about the challenges in your industry as well. That way, you can become a source of reliable information to them. Also, don’t be random with your posts. Plan your content calendar and keep various topics in the pipeline for specific dates.
- Maintain, Promote, & Monitor Metrics.
Just like your house, your blogs need maintenance too. Be clear about everything, from brainstorming the perfect topics to getting the mission right. Be clear about your goal and review your content. Format, edit, and rewrite with new facts and figures to ‘revive’ old content.
Always be consistent with your writing tone, be it your blogs, social media posts, or advertisements. Develop a unique style, so your customers know it’s you and that’s how you interact with them.
Your current customers or potential buyers won’t buy or share your content if they fail to understand what you are trying to say, or worse if they don’t know that your blog exists. You have to promote and tell your customers about your content. Share it on different social media channels so more readers can read your blog and learn about your brand.
Track Google Analytics to measure engagements, CTRs, conversions and sales. If you see your metrics are just as you expected, you are probably doing it right. If your graph is stagnant, make changes.
Is Blogging Too Much Work? Rope In a Professional Blogger!
Professional bloggers are major influencers, covering a wide array of niches, including digital marketing, fashion, parenting, and many more. They have an extended reach of followers on social media sites such as Instagram, Facebook, and TikTok, which can be a great marketing tool for businesses looking to promote their products or services.
If you’ve decided to partner up with a blogger, consider the following tips:
- Start with a plan if you want sponsored posts to work. Discuss the content, what you expect, and the channels for publishing to avoid confusion.
- Be honest with the blogger right from the start about mutual goals, expectations, and budget. Maintain transparency to save time and effort.
- Don’t be a micromanager. The bloggers are influencers because they know their job. They know what their audiences expect and how the content should be presented. Give them the freedom to work in their own style.
- Provide your blogger with all the necessary information and resources. Work as a team with them and create a content calendar for approvals, launches, reviewing metrics, and so on.
- Communicate with the blogger and be constructive with your suggestions. If you want any changes, discuss and come to a mutual conclusion.
- Don’t always focus on your end of the deal. Make an effort to maintain and nurture the partnership. Apart from fees, you can also send freebies or discount cards on special occasions to maintain a good rapport once the campaign ends.