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Keep Customers Updated About News, Product Updates & Events
Social media is great at updating your audience about happenings with the company, latest news, events you’ll be hosting or attending, new products, product feature updates and much more. Email is also great at updating people. However, social media posts are only seen by a fraction of your audience, even those who follow you won’t see every update you share.
Email, although effective, will only reach those who have subscribed, meaning your messages won’t be seen by everyone you want to reach.
In an ideal world, a company will make announcements via blog posts, share them socially and then include mention in email newsletters. This multi-channel approach is how you get the greatest coverage in reaching customers, prospects and brand fans.
One of the top revenue generating activities associated with blogging is in lead generation.
Rather than trying to immediately convert readers into buyers, a blog can be used as an effective lead generation tool that attracts prospects by illustrating the positive results found from using the products or services of a company.
Some use a blog for demand generation, by showing the problem that people may not realize they’ve got. Others use it for lead capture, by offering to tell more about the solutions available to a problem they know they are experiencing. Lead generation is all this and more. Use the blog to inform, tease, offer free information and get insights about who is interested in what – perfect fuel for the sales team.
If you’ve got a national, or global, audience, there can be differences in how a product or service fits a given geography.
Using a blog to geo-target an audience segment means that you can use those focused keyword phrases that wouldn’t be appropriate on the general pages of the glossy website. It’s the blog where you can talk about a state or city, along with your keyword phrases, which is essential if you’re trying to attract searchers who have refined their searching based on their locale.
Localized searches are common among mobile users, with half of mobile users visiting a store after doing a local search.
Use the blog to drop in some local phrases, focus on a local market, give examples of local customers for the ultimate in targeted use cases. You’ll always be able to use other locations in future posts without worry about overloading your site navigation or diluting your broad core message.
Thinking of a blog means thinking about how the world responds to the blog content. Publishing a great post that references other great content or is so good in its own right that it’s worthy of being bookmarked, talked about or linked back to, is a post that’s accomplishing many different positive achievements.
By getting others to mention your post, and link back to it, there is a search engine optimization value to the post. Attracting inbound links will build not just the post authority and trust but also the entire site authority and trust.
Create quality content and encourage backlinks from others – your search rankings will improve across multiple pages of the site.
Internal links are some of the most important links that you can possibly build while being the ones you have the greatest control over.
By adding more content weight to the site, each post gives you an opportunity to create contextually relevant links pointing to other key pages of your site that you want to boost in the rankings. Don’t overdo it. In moderation, blogging to create internal links is a powerful tactic to improve other page positions in the SERPs.
Sometimes you do what needs to be done because it’s expected of you.
Ever visit a website where the copyright year in the footer is 2, 3 or 5 years out of date?
Ever look for a company Contact website details in search of their phone number and address, but you can’t locate them?
Website visitors expect companies to have a blog. It doesn’t have to be updated 10x a day. It doesn’t have to spell out secrets like cold fusion. It does need to have original content and have had blog posts published fairly recently.
A cold dead blog is just as bad as no blog. Either way, visitors think it’s a ghost town. No one goes to a ghost town in search of solutions to their problems.
The main pages on a website are designed to gain the attention of visitors, explain the primary value proposition of the offerings and do it using hard hitting writing (not lengthy, verbose text-heavy prose). It really is like a glossy brochure.
A blog, on the other hand, can be used to illustrate how a product or service is used in particular use cases. When you’ve got a range of different ways something can be used to make life easier, save money or otherwise benefit the buyer, assorted use cases can explain the assorted applications without trying to be everything to everyone all in one go.
Using a blog to sell products and services is probably the most overhyped reason to blog. Yes, you can sell stuff by blogging. No, you shouldn’t try to make your blog exclusively a channel to promote your wares.
A blog is most successful when it provides value to readers. The less you ask for in return for reading your blog the more likely you are to build affinity, trust and a lasting relationship. In short, don’t burn your bridges by screaming, “Sale. Sale. Sale.” throughout your blog.
It’s great to occasionally throw in a special sale offer, giveaway, promotion, discount or incentive for people to open their wallets. But don’t make your blog into that annoying salesman that calls on the phone and instantly gets hung up on.
People buy from those they know, like and trust, period. Finding opportunities for readers to get to know the company, products and people behind the scenes are great ways of developing affinity. In getting readers to see the shared values they hold in common with a brand, a blog can leverage storytelling in showcasing their successes and illustrating those things held as important.
The greater the affinity someone has with a brand, the more likely they are to make purchases, to spend more and stay customers for longer, particularly since it costs 5x more to acquire a customer than to retain one.
The fact that email marketing delivers a 4,300% return on investment is reason enough to focus on email list building and use that list to drive top line revenue. Using a website blog as the primary content marketing channel means that high quality, deep-dive content can be used to attract email subscribers.
There are many other reasons for pursuing content marketing, but attracting subscribers provides fuel for a successful email marketing program.
Now’s the time to get started in blogging by installing your choice of blogging platforms on a Mango.ke web hosting account. With Softaculous, you’ll have access to dozens of CMS and blog platforms, all open source and free to use, available with the ease of 1-click installs.
If you’re unsure about which hosting plan would best suit your needs or which blogging platform to install on your hosting account, be sure to ask our technical sales advisors who will be glad to assist.