A website loses its purpose without visitors. The website won’t be productive just because of the website. If you have decided to improve your business with your Internet presence, you also need content that will, with a well-designed plan, bring visitors.
The content of a website that doesn’t have a blog is often limited to the specification of the offer and business. However, the content of the website of the company that runs the blog is extended to explanations of the offer, confirmation of quality, interesting facts, problems, but also solutions that are also included in the services.
Content that’s always up-to-date and interesting is a detail that will attract new clients to you, while the thematic broadness and keywords also affect the Internet search that potential clients perform. Make your web hosting up-to-date, as well, because losing visitors can be related to that as well. How come?
Without quality hosting, your blog won’t be visible, it will either load slow or crash. Given that you certainly intend to have a larger amount of posts on your blog, for which you’ll find the performance of MySQL database beneficiary to set your blog on and use it, MySQL web server should be a preferred option for hosting them. The final speed of your website depends on many factors, so choose MySQL hosting provider wisely. For some plans, you’ll have to invest a lot of money, such as dedicated but there are those that are highly affordable, such as shared.
A Blog Can Put You Ahead of the Competition
As an example, we’ll use two imaginary companies that work in similar niches. Both companies have similar products and similar price lists on their Internet offer. Both companies operate within the same legal conditions and have the same opportunities to develop and improve their business.
One of those two companies packed all their experiences and client problems, together with the solutions, into a blog form. The same company also devotes the time to talk to its clients and record their opinions and testimonies.
Another company adheres to a strict presentation of its activities and services without deviation and drowns itself in the pattern of similar companies.
Although both of these companies offer similar qualities, only one has a better chance of being well advertised on the Internet. It isn’t difficult to see which company it is, right?
A blog can easily build advertisements, confirm the effort and commitment of a company to meet its customers and all this in a very simple way, using already existing resources, experiences, and materials.
A Blog Fits Into Any Form of Social Media
Of course, this implies that the company is already using all the benefits of advertising and marketing that social networks provide. Connecting a blog to social networks uses the convenience that users of those networks are accustomed to.
The goal on social media should never be and has never been to display all content or shared text from a blog for the simple reason that Facebook, Instagram, Twitter, or Google Current (replaced Google+) are neither designed nor have good opportunities to display content the way it can look on the blog.
The short, clear, and already established form of social networks should be used to the maximum to advertise the work you run on the page of your website. In this way, a regular regime of linking posts with texts is created, which will bring visible results very quickly.
A Blog Makes a Company More “Human“
When a potential customer comes to the company’s website, he/she sees professionalism and effort to provide the best service to the client, but if you want the visitor to really feel that real people are hiding behind the online presentation, you must include the ways which blog enables.
Basic communication, questions and answers, texts, and everything you read about before must let you know that you really appreciate clients, both previous and potential, as well as their opinion, that you meet their wishes, and you know how to listen.
Experienced bloggers often advise that texts aren’t written for a thousand or a million people, but for ONE reader. A reader whose problems you recognize and provide a solution to. The same goes for companies. Creating a solid foundation and gaining clients must be unfolded by presenting real quality and according to the one-to-one marketing form.
This form is also known as relationship marketing, or customer-relationship management, or personalized marketing, or individual marketing. A more formal explanation is that one-to-one marketing is the personalization of interactions aiming to improve customer loyalty and have a high return on marketing investment.
Furthermore, it’s a marketing strategy by which companies leverage data analysis and digital technology to deliver individualized messages as well as product offerings to current or prospective customers.
Reviving the Brand Through a Blog
You have a company, a brand, a website, and money invested. But, you don’t have good traffic and new content that connects you to customers via the Internet and social networks. You don’t have something that would set you apart from many similar offers on the Internet. But, you have the experience, work, many years of practice, and a desire to improve your online presence and improve your website’s traffic.
Here’s what a blog can do for you, but also what you need to do to make significant progress with it…
Use Existing and Create New Materials
Whether you’re a new company or a company with years of experience, you certainly possess the material that can help you make a great story, professional text, or report that’s related to your business. This material can be in the form of photos, videos, infographics, charts, and anything else that can be converted into a form visible on the website.
Even if you start a blog after a few years of business, it will be interesting to show clients who visit your website a photo gallery from the beginning of the company, the first year or 10 years of your business, etc. There are many ideas, the retrospective is always respected and can testify to your perseverance and experience.
All existing photos can be used many times, but already captured frames can’t be changed and edited. Therefore, new photos, now that you know that you can use them well on the blog, can and should be timed and well organized.
Hire a professional photographer and explain to them your wishes related to the promotion of your blog via photos. They will be able to extract the most beautiful angles and details from your company. Make a note of everything, because you never know when and why you might need it. Capture important business moments, products, interesting facts, problems, but also their solutions.
They are great for all types of presentations but unlike photos, situations that are shot can’t be easily managed. In addition, you should be careful that the website isn’t swamped with videos. No matter how many details can be shown in the clip, one photo still tells more than a 15-minute video clip that no one watches to the end. People today don’t have so much spare time to always watch video reports in addition to text and images, especially not those videos that last long.
Therefore, it’s recommended to moderately display and select the most interesting and most representative clips. If your company is in the news, or on a TV show, or on the YouTube channel of a celebrity/influencer, it’s good to use a short clip and share it on the blog with the appropriate text, or embed the posted video from YouTube within the blog.
- Infographics, Charts, and the Like
Any material that can be transformed into a usable web form can serve as an integral, but also as the main part of the texts. Although these types preferably go with professional texts and presentations of plans or success, it has never made them unusable on a blog.
That’s why the blog has never been considered a strictly entertaining or personal presentation form on the Internet. Many individuals, corporations, universities, and scientific institutions use the blog to initiate discussions on professional topics.
Record and Use Customer Testimonials as Proof of Quality
To breathe life into your brand, increase activity, and improve communication on the Internet, use experiences from the past, better listen to what current customers have to say, and prepare for future ones. Record everything that clients say about you, all (dis)satisfaction, and problems.
Make an effort to initiate contact in an unobtrusive way, and keep in touch with your customers and service users. Ask them for testimonials, let them know that their interview will be used for promotional and research purposes, give them something from your new product range, and ask them for their opinion.
Just like the materials mentioned above, experiences can be translated into a readable form, too. Photos and videos with satisfied customers (with their approval) along with well-designed and conducted marketing on social networks can bring you a benefit equal to the success of expensive paid advertisements on television.
Evidence of quality from the mouths of real (not actors in advertisements) clients who do business with you can be (and are) the strongest arguments on the side of protecting and promoting your business.
In addition, depending on the activities of your company, instructions for solving problems, (your) products that solve them, situations, and experiences related to what you do are great material for building a blog.
A blog is conceived as a weblog, but it has gradually evolved into a presentation that can contain a wide range of content. Professional texts, literature, and discussions can find a place right on your company’s blog. Feature lists of your services and price lists can be boring, especially if they aren’t clear. Specifications, composition, and descriptions can also be tedious.
Texts with specifications, quality criteria, materials, and ways mentioned above in this text can be closer to your audience, more beautiful, more interesting, and as such – more cost-effective. That’s exactly why we wrote previous parts of the article in that exact order because photos, video material, and quality certificates can make even the most boring material interesting if you fit it in all nicely and present it to the client as it is.
It’s also a great way to differentiate yourself from an already seen, familiar form and thus stand out from the competition. Of course, you’ll need time, but your clients will be grateful, and your work and services will be well presented.
Blog as a Digital Center of PR Activities
If you include all of the above and, with good organization, merge into one whole, in one place – as one blog, you get the center of your Internet presentation.
If you further connect all creators of activities (authors) into one team and enrich communication with tools for organization and management such as WordPress, you’ll get a quality, simple, and cost-effective PR center that will further manage all posts on social media and communication on the Internet, in general.
A Conclusion That (Doesn’t) End the Story
Starting, reviving, and personalizing a company brand isn’t a one-time process. It takes much more than just setting up pages. It may change characters, experiences, and highlight trends, but it always follows one flow. And it’s the flow that leads the firm forward with ideas that keep pace with the laws dictated by the market, providers, and end-service users.