Jeweller - June 2022

BUSINESS
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Boost your business by blogging
Blogs! More and more businesses are pursuing them every day, but what’s it all about?
HEATHER COOPER explores the many benefits blogging can offer retailers.
Online blogs began appearing for the first
time in 1994 and they’ve been an important
part of the internet ever since.
In the most basic form, a blog is a website
that is routinely updated by an individual or
group of people, with the overall tone of the
website conversational and informal.
For an individual, it might be a kind of diary
or journal. For a business, it’s an avenue to
keep in contact with customers.
At first, blogs were primarily something
that people did to share their creative
writing. They’ve now grown into a powerful
marketing tool for businesses of all
shapes and sizes.
We’ve all seen personal blogs for
businesses here and there, but how are
they beneficial exactly? Let’s take a look at
the reasons why blogging for businesses
can lead to retail success.
Drive traffic to your website
Every time you publish a new update to
your blog you’re increasing the chances of
your business appearing higher in search
engine results.
This drives traffic to your website and
by extension, creates new opportunities
for sales and forging of longer-term
relationships with customers.
Regular blogging for businesses also tells
Google and other search engines that
you have an active website that should be
crawled regularly for new content. That
goes a long way to keeping you towards the
top of search results.
Repurpose content
Creating authentic, interesting and
worthwhile social media posts every day
can become a challenge.
One sure-fire way to help with content
creation and increase website traffic is to
promote your blog posts on social media
platforms, effectively ticking two boxes
at once.
Each link to your blog that you share on
social media has the potential to be shared
Your updates have the potential to continue bringing traffic to your
website long after they have been posted.
further by your followers, reaching new
audiences and potential customers.
Convert traffic
When you’re blogging for a business each
new update helps convert website traffic
into new leads. At the end of each article,
there should always be some kind of call to
action. An action you want the reader to do
after they finish reading.
This call to action should be linked to a
landing page that invites the reader to
provide more information or to simply
contact the business directly.
Consider including some sort of offer for
free products or reduced prices, either
on the update or on a separate landing
page. The more people that follow this call
to action, the more chances you have to
convert traffic into leads for your business.
Establish yourself as an authority
Successful business blogs will try to
answer the questions they feel their
readers and customers may have.
It’s an approach that is beneficial
for multiple reasons. The most
straightforward benefit is that it helps your
customers. The added benefit is that it
places your business or brand in a positive
light as an industry leader.
Your audience will begin to view your
business as a reliable source of helpful
guidance and this practice goes a long way
The beauty of
blogging for
your business
is that your
updates have
the potential
to continue
bringing traffic
to your website
long after they
have been
posted.
towards creating trust between a business
and customer.
When it comes to customer priorities, trust
in a business is always a highly-sought
characteristic. For jewellery retailers,
trust is what keeps a customer returning.
It also increases the chance that they will
share or recommend your products or
services to those they know.
Long term returns
The beauty of blogging for your business
is that your updates have the potential to
continue bringing traffic to your website
long after they have been posted.
In marketing, ‘evergreen’ products or tools
are those with lasting appeal or value. An
evergreen post or update for a blog is one
that keeps readers returning long after it
has been posted.
The level of traffic generated by an update
or post usually drops off after a few days,
however, if it’s well ranked by search
engines or features information that’s
worth revisiting for customers, an update
or post may gain long-term value.
It’s important to revisit older posts and find
ways to edit them to keep them relevant. It
can be as simple as replacing older links
or adding new information that fits with the
current climate.
Share business news
One final way blogging may benefit your
business is by acting as a conduit for
sharing exciting developments that impact
your business, be they big or small.
These sorts of posts and updates
humanise your brand, build trust with
customers and help your audience see
that it’s not always about selling a
product or service.
HEATHER COOPER is a writer for Three
Girls Media, offering guidance on website
design and build, public relations, and
content marketing strategy. Learn more:
threegirlsmedia.com
June 2022 | 55