Dale Rensing, Porter Consulting Senior Market Analyst
You want to maintain your customers’ attention and keep them coming back to your website with fresh and interesting content. If they see the same old, same old every time they visit, they are likely to lose interest and it will be much harder to appeal to them in the future.
But updating your web pages on a frequent basis isn’t realistic. Posting a new offer every now and then might help, but doing it on a regular basis may not be practical. So what can you do? A great way to keep your website fresh is to blog. Blogging on a regular basis will ensure that visitors have a reason to keep coming back.
Benefits of blogging
Consistent, new posts can encourage potential customers to visit your website often and learn more about your business. Blogs can highlight different parts of your business, different products and solutions, or any serious efforts you are undertaking. Customers can sign up to be updated on future blogs, creating a natural way of engaging with you and to potentially produce opportunities for sales further down the road.
Having a blog gives you an opportunity to convey your brand, your voice, and your style – to give visitors a taste of who you are and for you to develop a more engaging relationship with them. It also gives you the opportunity to express your opinions and position yourself as an expert in your field. After all, who knows more about your business than you? By the same token, blogging can help you exert influence in your industry as your customer readership grows.
Blogs can also extend your reach. If a reader finds your story compelling, there’s a good chance he or she will forward it on to a friend. Like any post that’s been forwarded, it will bring along with it an implicit endorsement.
In addition to the more obvious advantages of blogging, something happens behind the scenes when you submit a new post that can be very valuable. When you blog, you add another indexed page to your website that can be found by search engines. Each time someone searches on a topic that’s found in one of your blogs, you have provided another opportunity for exposure to your business. New blog posts cue Google and other search engines that your website is active, and that visitors should check it to see what new content is there.
How to keep it fresh
Granted, ensuring you have new articles for your visitors to read will take a little bit of work. It isn’t easy to consistently come up with new ideas for content. Fortunately, lots of tools available online can help. Recently I discovered a blog on LinkedIn especially designed to assist bloggers. Entitled 15 free tools to help you write killer blog posts, it pointed out different websites that offered help on the following:
- Word count
- Search engine optimization (SEO)
I tried a number of the tools myself and found several of them very helpful. Even when they didn’t give me exactly what I needed, the information they provided served as food for thought. For instance, some of the titles I initially tried for this blog really didn’t pass muster. The one I used received more positive scores.
Give these tools a try yourself and let me know what you think. Even better, if you find others that might be helpful, comment and list them below.