The world of online marketing can be hard to get your head around if you’re not familiar with it. With that in mind, we wanted to share one of the strategies that we believe is incredibly beneficial for businesses in the modern age, and one that we’ve personally seen incredible benefits from – blog posting and Google Analytics.

Why are blogs important?

Blogs are a great way to stay engaged with your audience outside of your usual interactions with them. Posting personal stories about your business, such as strides to become more eco-friendly, office fundraisers or the achievements of employees helps to show the real people and ethos behind your company, as well as building rapport and a sense of trust.

Regular blog posting also shows that you have your finger on the pulse in your industry. Engaging in trending issues that are relevant to your business, as well as wider socio-economic issues, demonstrates that you’re on the cutting edge of your industry and establishes you as an authority in your field.

Lead generation

From a technical point of view, regular blog posting is also one of the things that will see your website feature higher in the search engine results. How frequently your website is updated is one of the factors that Google analyses when determining search rankings and, as you are unlikely to need to change the core information on your website regularly, blog posting allows you to keep the content on your website active.

Relevant and engaging content will also keep your audience interested, and they will be happy to add their contact information to your mailing list if you can promise them more of the same. A clear call to action in your blog posts will also help you generate leads by directing your customers to where they need to go to take next steps after reading content. 

The wide reach of blogs

One of the great things about blogs is how easy they are to market across many platforms. For a start, you’ll be able to post a link to your latest blog on all the major social media sites such as Facebook, Instagram and Twitter. Whilst this will initially go out to your existing audience, content that they find engaging or useful is easily shared again to a new audience through only a couple of clicks.

Blogs can also be shared by email. If you have a mailing list of loyal customers, sending an email to encourage them to read new content that they may find interesting is a great way to keep in touch with your customer base. 

Google Analytics and blogs

All the benefits of blog posting come together when you start using Google Analytics to see how effective your posts are. Google Analytics allows you to see the number of views each page on your website has gotten, the time users have spent on each page and your site’s bounce rate (the amount of people leaving the site after viewing just one page). 

With that information, you can change your content accordingly to reduce bounce rate and increase conversions. You’ll be able to see which subjects your audience is engaging with the most, and you can create more content in that vein to keep people interested.

The reason we wanted to share this information is that we have personally seen a real increase in new clients and introductions following our implementation of a blog and use of Google Analytics, and we believe that regular blog posting is an integral part of any successful marketing strategy for modern businesses. 

The Click Hub, a digital marketing agency based in Exeter and London, helped to steer us towards utilising this modern marketing strategy, and we’ve seen the benefits first-hand, which is why we’d wholeheartedly encourage you to make blogging part of your company’s marketing strategy.