The Value of a Blog for Business Marketing

Blogs have been around since the mid 90’s. What is the value of a blog for business marketing? Stats indicate blogging is a business marketing tactic worthy of continued investment.

  • Companies that blog receive more website visitors on average
  • Companies that blog earn more links to their website
  • A majority of consumers say they learn about a company through articles rather than ads
  • More than 3/4 of internet users say they read blogs

The Benefits of Blogging for Business

There are many benefits of blogging for businesses.

1. Drive traffic to your website.

Every time you create and publish a blog post, it’s one more indexed page on your website, which means one more opportunity for you to show up on the search engine results page (SERP) and drive traffic to your website in organic search.

Publishing new content is also one more cue to Google and other search engines that your website is active.

2. You can repurpose blog content for social media.

Every time you post, you’re creating content that people can share on social networks, which helps expose your business to a new audience that may not know you yet.

Sharing blog content also helps keep your social media presence going.

3. Blogs help you stay fresh and relevant.

Your main website pages outline your core products and services. Blog posts connect them to what’s happening today. Posts can make a direct connection to the latest customer pain point or need to what you offer.

4. Build thought leadership.

The best business blogs answer common questions and information needs in a particular subject area. If you consistently create valuable content or articles for your target audience, it’ll establish you as an industry leader or authority in their eyes.

5. Build links.

Inbound links (also called “backlinks”) are among the factors that Google algorithm uses when ranking a site. Blog posts create an opportunity for customers and other companies to link your timely, relevant content.

Market Your Business Blog

To get the most from your blog, be sure you actively market your content. Share posts on Facebook and any other social media channels that you use.

Leverage opportunities beyond sharing the link on the day a post is published. On LinkedIn, for example, you can share as an activity update in one or more groups, and republish as an article.

Also make sure your blog content is well-integrated into your website. When you blog on a topic, you want to interconnect to any other related content, including other posts, service offerings, and pages.


Money and your Financial Purpose

Guest Post by Ben Offit, Offit Advisors

I have often seen some of the best financial planning clients – the ones who save and invest regularly, protect their assets, care about their futures and families, and are meticulous about being on track with their finances, and struggle to transition into retirement.

They have done a tremendous job and deserve credit for putting themselves in the fortunate financial position they are in. They have saved and lived within their means for so long, so starting to spend and use their money that they have accumulated feels so foreign to them. They aren’t necessarily depriving themselves, but they aren’t necessarily enjoying their position to the fullest either.

But the reality is that none of us will live forever, and everyone’s day will eventually come, and no one gets a reward for being the richest person in the graveyard. There are also many people who may have an underlying feeling or inkling as to what their purpose in life is or how they may want to use their money, but they don’t fully pursue it. There are many people who are successful with their money, but they also need to be more successful in not missing their opportunity to live their lives and enjoy a life of significance, right now!

Ultimately, everyone can and should utilize their money as a tool to help them enjoy life and realize their life’s purpose.

It’s their money, they have busted their butt to earn, save, and grow it, and as long as they are not jeopardizing their own financial security, they deserve to enjoy their money and utilize it towards fulfilling their life’s purpose today.

If one reaches the point of financial security and can afford to utilize their money, while not disrupting their financial independence, they should strive to take advantage of their position and look for daily opportunities to enjoy life, pursue their dreams, and live their purpose.  For example:

  1. If you want that extra tall coffee at Starbucks, go get it!
  2. If you have always dreamed of going to Fiji, go now!
  3. If you have always wanted to help your Son or Daughter launch a business idea that they have had but couldn’t afford to pursue it, help them now!
  4. If you have always wanted to help end poverty or end cancer, do something about it today!

Enjoy your journey along the way to the top of the financial mountaintop, but also don’t forget to enjoy the view once you get there.

The opinions expressed in this commentary are those of the author and may not necessarily reflect those held by Kestra IS or Kestra AS. The material is for informational purposes only. It represents an assessment of the market environment at a specific point in time and is not intended to be a forecast of future events, or a guarantee of future results. It is not guaranteed by Kestra IS or Kestra AS for accuracy, does not purport to be complete and is not intended to be used as a primary basis for investment decisions. It should also not be construed as advice meeting the particular investment needs of any investor. Neither the information presented nor any opinion expressed constitutes a solicitation for the purchase or sale of any security.

About the Author

Ben is a Certified Financial Planner and Principal at Offit Advisors, a full-service financial planning practice whose professionals serve individuals, families, and closely held businesses, through a client-centric approach. The firms possess significant experience, expertise, and resources within a broad range of matters including financial planning, tax planning, investments, and insurance.

Marketing to Many Types of Friends

A few weeks ago, I was listening to a story on NPR when the interviewee mentioned that someone was a “holiday card friend.” For me that captured an important nuance that all marketers need to keep in mind: There are many categories of connectedness.

There are “friends” who we talk to all. the. time.

There are social “friends” who we see now and again, and are always happy to catch up when we do.

There are “friends” who we know through work or through our kid’s activities.

You get the picture. All “friends” aren’t equal and that’s OK. We don’t treat everyone we know exactly the same in our offline interactions and we need to bring that insight into our social media strategy.

We need to look at who we are connected to with a more nuanced approach. What are the categories or levels of engagement with us and our brand? What level of connection makes sense?

Some social media connections need regular interaction, while others benefit from a less intense connection. The person who friended you after you met at a business event does not need the same treatment as your repeat and active customer.

This all makes sense, but all too often I see social media strategies that treat friends as if they are all created equally. The result is interactions that miss the mark – they are too much, too little, or somewhere in between.

Take a look at your social media strategy. How well have you defined your target audience and, by extension, the people who comprise your social communities? Probably not well enough.

Spend time looking through your connections. Come up with the categories of the people you engage with.

Define the expectations and needs of each. You can get excellent insight by looking over the recent history of your interactions:

  • How often do they engage?
  • What is the most common form of engagement – a “like” or a comment, or something else?
  • What types of content do they react to most often?

Refine your strategy based on these insights. You will want to be sure that what you do on each channel meets the needs of each significant subgroup within your community with the right content, the right tone, and the right frequency.

Your aren’t talking to the same people with every post. Approaching social media with that insight will boost the impact of your social media efforts.