Social media is awesome, let’s face it.
You can connect with your audience where they are hanging out, chat with them in real time and answer any questions they may have about your product or service.
However, the simple fact is, you don’t own your social media sites. You do own your (self-hosted) website, you own your email list and you own your blog. Facebook owns Facebook, Google owns Google Plus and they could literally go away tomorrow (what happened to MySpace?), or they could decide to start charging businesses to operate their pages (they kind of are doing that already with advertising, so who knows when they might start charging to set up a business page).
This is one of the reasons why you need a blog, to have your content living on your own property.
Share your blog posts on social media
One of the main reasons businesses use social media is to drive traffic back to their website. When you have a blog you have fresh content to share every week or month (depending on how often you write blog posts) and once you have written a post you can always re-share it on social media. It’s no secret that reach is down on Facebook and the Twitter stream moves so fast, chances are the majority of your audience won’t see it. So continuously re-sharing old blog posts (as long as they are relevant) will ensure more of your audience will see it and get value from it. When you have a blog you always have content to share on your social media sites and you are not sitting wondering what to post. While you shouldn’t share only your blog posts and nothing else, it is good to have a mix of sharing your own stuff as well as other relevant content from others in your industry.
When people land on your website and like what you do they don’t share your about page with their friends. They share your blog posts. So if you want more traffic to your website, you have to have a blog.
This is a big one. People go to Google and search for things every second of every day. We are in the Information Age and they are looking for information. Think about the way you use Google. What do you search for and what results come up. Chances are if you ask Google a question, someone’s blog post about the topic will come up.
Use Google Keyword Planner or Keyword.io to find commonly searched phrases and structure your blog posts around those to get found.
Establish yourself as an expert
By blogging you get to show your prospects that you know your stuff. Answering their frequently asked questions relating to your product or service, or telling them about the latest trends in your industry on a regular basis will make sure they keep coming back to your blog every time you publish a new article, and they will share it on social media or via email with everyone they know.