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Your business should have a blog. With it, you can share what’s going on in your company with your customers and the broader public. When used the right way, your blog will be at the core of your communications strategy, enabling you to connect with your target market.

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But there’s a lot more your business blog can achieve for you besides keeping the world informed about your enterprise. You could turn it into an effective marketing tool that’ll power the growth of your venture. In this article, we’ll briefly discuss five ways you can make this happen.

Drive Traffic With SEO

Search Engine Optimization (SEO) is basically about getting your website to rank higher on search engine results pages. As a business owner, you’ll want your website to show up on the first search results page—maybe even at the top of that page. A good SEO strategy—which will involve your blog –can help you achieve this.

You will want your website to appear high up in the search results for the keywords that relate to your business. For example, if you run a bakery in Surulere, Lagos, you’ll want people searching the web with the phrase ‘bakery in Surulere Lagos’ to find your bakery’s website on the first search result page. You can do this by using this keyword in your blog (and publishing posts that have to do with it).

Learn more about SEO in the article linked here.

Showcase Your Offerings

As we have noted, your blog can give the world a glimpse of what’s going on in your business. One thing you can do with it is to introduce your products and services to your target audience. You may write and publish articles about your offerings, and explain how they meet the needs of your potential and existing customers.

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Make sure your blog posts emphasize that your product is a solution to its prospective buyers’ problem. Show them the various ways that your product can meet their needs. Your articles or videos may also show the public how to use it.

Answer Customers’ Most Asked Questions

People will find your blog useful if it answers their most pressing questions. When it becomes a resource that they trust, they’ll keep coming back to it for more answers. And they’ll be more eager to try out your products or services.

The questions you tackle on your blog should be related to your business and industry. For instance, if you run an online marketplace for cars, your blog could contain tips for DIY automobile maintenance and repairs. It may also have articles detailing the best cars to buy for various user demographics and functionalities.

Announce Promotions

Promotions can be a great marketing strategy. But you could increase their effectiveness by informing the world about them on your blog.

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If you regularly announce your flash sales, loyalty programs, and referral bonuses there, you’ll soon begin to attract more visitors to your website with it. Many of them may go on to become loyal clients.

Portray The Uniqueness Of Your Brand

Blogging could be part of a successful brand strategy. Besides spreading the word about your products and services, it may introduce the world to your brand’s unique voice, style, images, and colours. Ideally, the language style you use should be consistent across all your communication channels—physical print, social media, email, etc. This should be true for your blog as well.

By sticking to your brand’s aesthetics and modes of communication on your blog, you make the brand easier to identify. You’ll also be expanding its reach and connecting with people who may not have otherwise come across it.

Final Words

Your blog holds enormous potential as a marketing tool. It’s up to you to make the most of it. You can make it a big part of your SEO strategy; a meeting point between your brand and the world; and a resource that answers your target audience’s most pressing questions. If you’re able to achieve these things, your blog will be on its way to becoming a decent lead magnet.

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This article was first published on 9th August 2022


Ikenna Nwachukwu holds a bachelor's degree in Economics from the University of Nigeria, Nsukka. He loves to look at the world through multiple lenses- economic, political, religious and philosophical- and to write about what he observes in a witty, yet reflective style.

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