Adding a blog to your website can have major benefits for your estate sale business.
Let’s take a look a why that’s the case. Then if you’re interested, I’ll explain more about how you can get started blogging on your own site.
Blog is a contraction of the term “web log.” The original idea was to keep a daily log of technical activities and events associated with a website. Over time, a blog came to mean any sort of content regularly posted to a website.
The most effective blogs keep to a theme. They provide helpful information or news about a particular topic. Business blogs are generally directed toward prospects and customers of the enterprise. They can cover the activities and news of the business, information helpful in the use of the company’s products or services, opinion and insights from company personnel, and more.
The key idea here is to provide content that’s useful to the company’s market. If a blog doesn’t meet this goal, it won’t be read. If it’s not read, you won’t realize the benefits you could be getting.
What are the Benefits of a Business Blog?
- Establishing authority and expertise for you and your company
- Increasing search engine traffic and improving search engine results rankings
- Offering opportunities for inbound links to your content which also improves search engine results
- Building and maintaining a positive relationship with prospects and customers
Let’s review each of these to see how they work.
Establishing Authority and Expertise
Becoming recognized as an authority in your field is one of the best ways to separate yourself and your business from the competition. As the owner of an estate sale business, you already have the knowledge and experience that qualifies you as an expert. But for that to be effective in your marketing, you must make it known to others.
The best way to do that depends on your market, that is, who and where the people are that you want to reach.
If you were looking to impress a local audience only, you might give talks at local service clubs and community meetings.
But if your prospective audience is not restricted to the local area, then a blog can be ideal. That’s because online your audience reach is virtually unlimited. With an estate sale business, your clients may be local, but they’re just as likely to be from other parts of the country. You often see that when a relative who lives elsewhere is responsible for hiring you to liquidate their parent’s estate in your service area.
Blogs you post will show up when a prospect visits your website looking for an estate sale business in your area. The helpful information in your posts will be proof of your expertise. The prospect will be far more inclined to hire you over other providers who don’t look as knowledgeable.
That’s especially true if your competitors don’t even have a blog on their site.
Improving Search Engine Traffic and Rankings
What the search engines know about your business comes primarily from your website. Google and other search engines periodically analyse the content of your pages and catalog the results. Whenever someone searches for information online, if the search phrase they use matches something from your content, a link to your website will be displayed in the search results.
Where in the search results is what’s important. Search engines often return millions of results on thousands of pages. Each result matches the search phrase in some way. The search engines can bring lots of traffic to your site, but only if you can appear near the top of the search results.
Ideally, you would like to appear on the first page of results. But that’s a definite challenge.
Posting to your blog regularly can be one of the best ways to achieve higher rankings in search engine results. Each post should be focused on a particular topic for which you want to be ranked. For example, if you want to be found when prospects search for “estate sale business in Miami,” one or more of your blog posts should talk about your business in that location. You might post about regulations in the Miami area regarding estate sales and liquidations. Another post might highlight a successful sale in the Miami area. The goal is to focus your post around the search phrase you want the prospect to find you for.
The more content that gets added to your site over time, the more likely the search engines are to regard you as a significant source of information, and rank you more highly.
Increasing Opportunities for In-Bound Links
Higher ranking by the search engines is related to how important they think you are. Whenever another website cites you as a good source of information with an inbound link, that increases your importance. The more important the referring website is, the better the link is for search engine rankings.
Your blog posts make excellent targets for inbound links. You can support link-building by promoting your blog posts to other businesses and organizations when they’re relevant to the other party.
You can also create links to your content by referencing it on social media. Every time you post a new blog, put a reference on Facebook, Twitter, etc. with a link to the post. It won’t count as highly as a link from a different website, but every link counts.
Building and Maintaining a Positive Relationship with Prospects and Clients
The idea behind blogging is to post helpful, interesting information on a regular basis. When you do that, you give prospects and clients a reason to visit your website regularly. They get to know you and your business better. They get involved. They comment and make suggestions. You can respond.
On of the most long-lasting benefits of blogging, is that youcan use your blog to build and maintain relationships over time.
Interested? Here’s How to Get Started Blogging
Blogging leads to a variety of positive outcomes. While it takes time and effort, the payoff is significant. From building your business with more traffic to building relationships with your market, it’s certainly worth the investment of energy.
To get started blogging, you need a website that is designed to allow you to make regular entries. If your site is built on the WordPress platform, that capability is built in.
If not, your web designer should be able to set up a process where you can create the blog entries and post them, either directly or with the designer’s help.*
The main thing is to start creating the blog posts and keep at it. The results can be amazing.
*You’re welcome to get in touch with me for assistance. Just use the contact form here.