Two things about blogging: you can’t live without it…and you really can’t live without it. If you’re a business today that’s looking for a powerful way to market your products and services while developing an ongoing relationship with your customer base (and who doesn’t want to do just that), you are doing yourself a disservice if you don’t blog.

1. Search Engines Will Take Notice

The more you blog, the more search engines take notice. Search engines use complicated algorithms to rank websites based on quality. Blogging regularly gives search engines the idea that your website is a quality one. How? A website blog means your website will be full of a variety of content that answers questions people are searching for, fresh content (search engines look for websites that post frequently to ensure they are still relevant) and, when you are posting good content, you are far more likely to get links from other websites than if you aren’t (search engines consider links from other websites to be akin to a recommendation). If you are looking for more SEO tips, read our latest blog covering 10 ways to improve your local search engine ranking.

2. You Can Showcase Your Products

Within your blogs, you can showcase your products. For example, if you run a physiotherapy clinic, you could use your blog to discuss the benefits of joint mobilisation (and add in that your clinic offers this service). You can also take this a step further with how-to posts that answer specific questions around your products, such as “How To Alleviate Joint Pain with Physiotherapy.”

3. You Can Become a Leader in Your Industry

When you blog regularly, you are establishing yourself as an authority in your industry. Think about it like this: would you rather buy a product from someone who has published 100 articles about the product or from someone who’s published none? The blogs you publish may also get linked to around the web, which further establishes your business as an industry leader.

4. You Can Respond to Your Customers’ Pain Points

A great way to use your blogs is to directly respond to your customers’ biggest pain points. If you offer a dog-walking service, you can use your blog to discuss all of the ways hiring a dog walker helps both the pet and the pet owner. Or, you can blog recent customer issues that you’ve solved…for example, if you are a wedding caterer, you could write a post about that time you successfully catered a smaller wedding with 50% vegan guests and 50% paleo ones!

5. You Can Start a Conversation with Your Customers

A good rule of thumb? At the end of every blog post you publish, ask your customers a question. This starts a conversation that could lead to a stronger relationship (and stronger sales). So, let’s circle back to that essential oil post about tension headaches…at the end of that blog post, you could ask, “Now, we want to hear from you: have you ever used an essential oil to get rid of a headache? Which one? Did it work? Comment below.” When readers start commenting, they are also creating a trail of ‘social proof’ for other readers that communicates ‘essential oils are good and people like them’.

Through blogging, you can reach your customers and would-be customers in a low-key way, you can help them solve issues with how-to articles and reach new customers through higher search engine rankings.

So what are you waiting for?