How to make use of blogging as a marketing tool

The term ‘blog marketing’ refers to the process of reaching your business’ target market by making use of a blog. At first, business owners had a blog which was separate from their websites. However, today, it is possible for you to easily integrate the two in order to make it simpler for you to manage, as well as easier for visitors to gain access to.

The pros of using blogging as a marketing tool

Inexpensive to start as well as run

While there are a number of free blogging platforms, for example Blogger and WordPress.com, to maintain a professional appearance which allows for your unique brand to shine through, utilise a self-hosted option, such as WordPress.org.

For the cost of a domain in addition to web hosting, it is possible for you to make use of customised blogging marketing which is right for your unique business.

Easy to use

Most blogging platforms are easy to use. If you are able to copy, paste, type, drag and drop and upload, you can have a professional-looking blog.

Increases search engine ranking

Google, in particular, likes to find as well as rank new content. Many entrepreneurs make use of blogging specifically for search engine optimisation (SEO).

Allows you to show off your knowledge to gain trust as well as credibility with your market

Individuals like to know who they’re conducting business with. With a blog, you can demonstrate that you’re an expert, give helpful tips as well as other valuable information, all of which assist consumers with feeling good about spending money on your product or service.

Connect with your market

While most businesses now use Twitter and other social platforms more than blogs for engagement, blogs can make it possible for you to have a conversation with your market. This gives you the opportunity to build trust and rapport, as well as get feedback and provide customer service.

It can make money beyond your product or service

You can accept advertising, promote affiliate products and get sponsors, adding additional sources of revenue to your business.

In the age of the Internet, your website is your shop window. It’s the place that people go not only to see what you’re selling, but also in order to learn about who you are, the principles that you stand for as well as what stands you apart from the competition.

Regrettably, too few business owners take the time to really consider their online presence as well as craft an identity which helps them stand out.

Start with a clear brand narrative

Before you think about what your blog looks like, it’s important to understand your core brand narrative. Simply put, this is the story you want to tell the world about your business. Your core brand narrative should succinctly answer the following questions:

• Why does your business exist?
• What are problem which you are solving for your customers?
• How are you perfectly positioned in order to solve this problem?
• What will your customers get, and how will they feel, when they use your product?

Define your voice and tone

Just like your visual identity says a lot about your brand, the way you communicate can make a strong impression on your customer. That’s why it’s important to consider how your voice and tone sound.

What’s the difference between the two? Your voice is like your personality. For example, are you playful or serious? Your tone is more like your attitude. It’s how your voice comes to life in communications. So if you have a more playful voice (or personality), your tone (or attitude) might be humorous.

Your voice and tone, along with your visual identity, are all elements of your overall brand personality and they have to match. This goes for your blogging presence as well.

Depending on your brand and specific niche, blogs can be high-quality information that people refer to for advice and knowledge on a specific topic. When compiling your blog be sure to give the most relevant and up-to-date information in your blog and to appeal to a specific target audience. If you do this you will get referral traffic, returning traffic and customer trust.

Get in touch with the Digital School of Marketing

Want to learn more about how to create compelling content which will turn your blog into a must-read? If you do, then check out our Digital Copywriting and Content Marketing Course.