Does your business still need a blog? You bet.
Come on, do businesses really need a blog?
It’s a lot of work, right? And there are so many other things you could be doing to bring revenue into the business. Do blogs matter? Are they worth the time that it takes to write 400 words for some unknown reader?
In this increasingly digital world, where content marketing is playing a greater role than ever before, the answer is an absolute yes. Consider for a moment the impact any given blog may have on you, even in subtle ways. The truth is, once you publish content, it can have a lasting impact on the reader and help foster positive feelings toward your brand. Especially when they’re centered around evergreen content, blogs work with both the short- and long-tail approach to content marketing.
Needless to say, blog content can have a significant impact on people’s perception of your company, and be well worth the investment of time. Here are our top three reasons why you should put your creative juices to work to create a blog for your business.
- Blogs establish you as a thought leader. When you share your expertise in a blog post, you are positioning yourself as an authority on a topic. Blogs build brand awareness and highlight your industry knowledge. Customers like working with people who know their stuff.
- Blogs increase your online searchability. When you publish a post, you get a quick boost in traffic. Over time, you reap the reward of ongoing search engine traffic because every time someone searches for a particular bit of information, your post comes up. Even better, blog posts can be repurposed into other forms of content such as ebooks and presentations.
- Blogs create conversation. With comments and social sharing buttons, look for opportunities to interact directly with customers, prospects and other industry professionals. You may do this directly on your website. We love to take that conversation to LinkedIn, where longer-length content is part of the professional culture. Make your comments professional but informal. And let complainers know you’ll follow up with them offline to keep things upbeat and positive.
Ready for a business blog? Or are you considering it? We’d love to hear your thoughts on business blogging. Tell us what you’re doing (or not!) and why.
4 quick ways to optimize your LinkedIn Company Page
According to HootSuite research, there are more than 30 million company pages on LinkedIn. This is undoubtedly an impressive figure, except for the fact that many companies fail to fully optimize their pages in ways that will generate more traffic and buzz for their businesses.
If you want to get the most out of your company page, here are four quick and easy ways you can improve your brand’s professional online presence:
Complete the “About” Section
One of the easiest ways to direct more traffic to your company’s website is by including it on your company page. It sounds like common sense advice, but you’d be surprised by how many businesses fail to list their websites, phone numbers, addresses, hours and other relevant information on their social media pages, especially a professional networking site like LinkedIn!
Don’t leave this opportunity to connect with new audience members on the table – fill out your “About” section before you promote the page or add any new content to it. This also goes for your company’s summary: you get up to 2,000 characters to explain who you are and what you do, so don’t waste this section by only filling in a few sentences’ worth of information about your company.
Include Relevant Hashtags
Did you know that LinkedIn company pages let you include hashtags for your business? Unlike Instagram, there’s typically no limit to the number of hashtags you can include, but for best results, you’ll want to aim for around 5-10 hashtags related to your products/services and industry. This can make your page more discoverable for people searching for companies just like yours with the same keywords.
Customize Your Page for Global Audiences
Did you know you can create a LinkedIn profile and company page in multiple languages? LinkedIn also lets users translate posts in their newsfeeds into more than 60 languages, but you can get a step ahead of your competition by proactively offering translated versions of your page and posts for non-English speaking audience members.
Repost Content from Your Blog
Far too many companies on LinkedIn are making the critical mistake of not reposting their valuable blog content on LinkedIn. Instead, many companies either leave their pages relatively empty or they try to encourage people to visit the official company blog instead.
But why can’t you encourage people to engage with your brand directly on LinkedIn? To stay relevant, your brand should develop a regular content marketing strategy specifically geared toward a LinkedIn audience. This may involve a blend of short posts, full-length blogs and/or videos — as long as it’s quality content and your company page is optimized to drive traffic to your website, then it’s hard to go wrong with this strategy!
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