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Be The Expert In Your Business AND Online

Many business owners pride themselves on being an expert in their industry, offering unique products and higher quality services – differentiating them from the competition. Knowing your business and industry inside and out is what you do best, so why not leverage this knowledge and use it to become an expert online too?

Whether you offer a service or sell a product, you know a lot more about this than your potential customers and they have questions. People love to research things online before they buy or decide on a company; the internet is full of choice and guess what – you have to stand out in new ways.

Speaking to customers regularly allows you to find out what people’s frustrations are and what problems they need solving. Utilise this valuable information and the knowledge you already possess to create answers to common questions and drive people to your website. Here’s how you can utilise a blog platform to make sure you’re seen as an expert online as well as offline.


The Real Value of A Blog

  1. Position Yourself As An Expert

Utilise a blog platform on your website to give valuable information to potential customers. Think about it; if you’re searching Google for a question you have and there is a blog which expertly answers this, then not only is it driving visitors to the website, but it’s putting your brand in the front of their mind.

I’m not saying that the visitor will convert with your website straight away and become a customer; but they’ll certainly remember your site, possibly come back again if they value what you’ve got to say and maybe when they are ready to buy your product/hire your service, they’ll respect your opinion and pick up the phone to you.

Over time, a blog full of useful resources can position you and your brand as experts and win the respect of an online community, attract new customers and make it easier for you to convert visitors into buyers.

Create posts that answer long tail questions people may be searching for. Brainstorm these within your company and create a series of unique, interesting posts that deliver useful information and address some of the ‘pain’ that your customers have.

Why not dive into industry forums and answer people’s questions here – you can always refer them to your blog for more information on that topic.


  1. Reap The Rewards With Google Rankings

Google loves regular, unique content on your site and the best way to do this is by writing a blog. Not only are you offering value to your readers and building a rapport with them, you’re going to also bring extra traffic to your website and build authority with Google.

It’s not just about writing a quick paragraph and uploading it, this won’t benefit you. Building a respected blog that will benefit your business takes time. Add something that people WANT to read – they need to gain something from your posts. People engaging with and sharing your content will benefit you in SEO terms; your site’s authority will grow and therefore rankings increase as a result.

Don’t forget to utilise the content you’re creating and SHARE it with audiences – social media is an invaluable platform for this. Next time you’re sharing a blog post on Facebook, take the time to also share it on Google+ as building up a profile here can have a positive impact on your rankings and online visibility.


  1. How to Turn Readers into Customers

Always try and finish off your blog post with a call to action or lead magnet. Think about what you want them to do after reading this post…. Is it sign up to the newsletter? Pick up the phone? Request a quote? Whatever it is – encourage them to do this and stay on your site.

The best blogs always use calls to action or even a lead magnet at the end of a post to get the reader into your sales funnel. Make sure you’re giving the reader something; expert insight and knowledge, a free trial, special offer… whatever it is make sure they’ve gained something from taking the time to read your posts and they’re more likely to come back again.

Here’s some of examples of using subtle calls to action to guide them towards desired products or services:





Building a reputation in business takes time and a hell of a lot of work; this is the same in the digital space. This can’t be done overnight, however investing time and effort into building a strong online reputation through content and blogging can offer great rewards for your business in the long term.


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