Do you have a blog for your business? No matter your industry, you have noticed other companies offer blogs connected to their websites, but perhaps you’ve wondered why and are hesitant to launch one of your own. If you already have a website and a social media presence, what difference does a blog make? Is it simply redundant to your other online efforts? What value does it add to your business?

Website, social media, and a current blog are the trifecta of online business presence, not only for marketing but also for basic visibility and credibility in the eyes of customers and other industry professionals. Here’s how a blog does more to benefit your company than just provide something interesting to read.

Some of The Major Benefits of Having a Blog for Your business



Generating a blog legitimizes your business online and lends credibility to your character as a company. The information you provide through your blog topics must be pertinent, reflect your best wisdom as well as current trends, give an “insider” glance into the industry, highlight what you offer, and equip potential clients to make their best purchasing decisions whether that decision is for your company or not. Because blogs offer all this, a company without a blog stands out by not standing out. Rather than showcasing your industry knowledge alongside your services, you are hiding some of your best light under a bushel. A blog says, “I exist.”


Developing brand


The tone and character of your blog are filtered through your business’s identity, and as it stays topically engaging and aligned with brand, it builds your brand. Whether informal, technical or even a bit humorous, your blog tailors topics and presentations to the way you want your customer base to view you. At the same time, your blog is doing everything a good brand does: meeting client and prospect needs, presenting services you hope to sell, and moving toward the specific relationships you want to gain. All of these factors express who you are as a company and the market you serve. Many companies also take time to find their  unique rhetorical voice and enjoy that development of self-expression.




Blogs also lead to increased sales because they help to begin and form customer relationships. The first reason is that they are simply helpful. A blog post is a form of customer service. You are asking and answering the most relevant questions, generating new ideas, firing readers’ imaginations and adding to their bank of knowledge as they research their interests and search for the right service provider. Whether or not a potential customer chooses your services by reading your blog, you’re saying, “I want to help you.” And if what you offer is particularly relevant, interesting, and useful, you’ve made an impression.


Blogs also build relationships because they provide an easy point of contact. Even if they do not go to your website first, customers get to know you. The rapport you build through a blog is invaluable. One example of how to do this effectively is to feature staff authors. Include for each author a mini-bio at the bottom of the post linking to a personal page and contact information. Consider including comments capabilities for each post, and make sure that authors are set up with automated alerts so that when a comment is posted, inquirers receive an immediate response.


Getting known


Blogs are a crucial part of search engine optimization (SEO). Every post increases your online presence, particularly if you are strategic about highlighting key words and concepts your customer base will be searching for. Your audience is then also automatically broader — potentially worldwide. And you can form connections and partnerships with other businesses and community organizations as they quickly and easily learn what you’re about and what you offer.


Sales and commitments


A blog is accessible and makes conversions easy. If potential customers are already reading about a topic that corresponds to a particular service you offer, there is no need for them to navigate your website to find what they need. If they want to continue searching, many blogs have site search capabilities so that customers can find more information by typing a keyword into a search bar. To maximize your sales and commitment potential, blogs should link internally by hyperlinked keyword to any or all of the following: product pages, additional research, other blogs on your site, contact pages, homepage, and social media landing pages.


You will also be advertising for your business through your blog. This method of advertising is particularly effective because your ask or sell is contextualized in a helpful or persuasive piece of writing that guides the reader into better understanding of some aspect of industry knowledge. Therefore, as they learn something new and useful, readers are also learning how your products or services could be a good fit.


Personal development


Blogs can be enjoyable for your staff to research and write. As long as they align with your brand, client interests, and current industry trends, blog topics can often reflect the niche knowledge and individual character of the writer. This lends variety and the piquancy of personal interest to your blog posts. Nothing grabs attention, sustains involvement, and encourages connection with your business like personal passion combined with professional expertise. Staff blogs can also contribute to career development and the building of personal brand. This increases work satisfaction and positive energy which flows back into your company.


No other online resource can do the work of a top-notch company blog. To develop your blog and effectively integrate your online presence, call or email us at Range, a Deluxe company. We’ll help you showcase your one-of-a-kind services and tap your full marketing potential.