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The Benefits of Blogging

Increase Engagement and Leads with Quality Blog Content

Blogging can make an impact on your small business. If you're new to this type of content marketing, these statistics from Pamela Bump's article, 31 Business Blogging Stats You Need to Know in 2021, just may change your mind about starting a business blog: 

In addition to these benefits, here are several ways a business blog can help you build your brand: 

  1. It can drive more traffic to your website.
  2. It can boost your SEO.
  3. It can increase customer engagement and leads.
  4. It can help you better identify target customers and their wants/needs.
  5. It can position you as an HVAC resource and authority.

Let's talk about how blogging can help you reach more customers and boost sales.

Drive More Traffic to Your Site
Every time you post new blog content, it helps drive more traffic to your website. It's one more page on your site with fresh content that can now be researched and located by new customers. 

"Companies who blog receive 97% more links to their website from other online sources," according to Kristina Dolin's article, The Benefits of Having a Blog on Your Website.2 How is that possible? 

Let's say you write a blog on home energy-saving tips for the summer months. New-home buyers use Google® to search for "saving on home energy costs during the summer" and guess whose blog could pop up? Yours! Blogging is an easy, inexpensive way to continually update content, reach a potentially new audience, and drive more traffic to your website.

Boost Your SEO
According to Demand Metric, "blogs can result in a 434% increase in indexed pages and a 97% increase in indexed links."3 So, how does that help my SEO? Well, one of the cornerstones of SEO is having an inventory of valuable content for Internet users to discover (and search engines to index). Frequent blog content = more pages indexed by search engines = increased SEO and better rankings for your site.

Increase Customer Engagement and Leads
Now that you have more potential customers finding you online and visiting your site, use the blog to increase customer engagement and leads with a call-to-action. 

Take the example above on home energy-saving tips. When you write that blog, you might mention the benefits of sun-blocking blinds and ceiling fans that circulate in a counterclockwise direction. You could also discuss the energy-tracking features of the Day & Night® Ion® System Control. 

Create a "Get More Information" button within your blog and encourage customers to click on it. That way, they can opt-in to receive more details and you can follow up by phone, mail, or email with more information on the Ion System Control. 

Try to think of incentives that might be helpful. Offer to send a brochure, white paper, or coupon to help convert those blog readers into sales leads or customers. 

Identify Target Customers and Their Wants/Needs
Your company blog can also be a great source of information for you as well. Be sure to create a comments section following every blog post. This provides a forum for blog readers to provide feedback so you can find out what your customers really want. 

You might ask questions to find out what is most important to them when it comes to HVAC purchases: Energy-saving features? Remote connectivity? Ease of use? Cost? Warranty? 

Read and respond to the opinions and questions you receive in the comments section of your blog. It will help you identify your target customers and their wants and needs so you can better help them. 

Be an Online HVAC Resource
When you read and respond to customers in your blog comments section, you are positioning yourself as an online HVAC resource. Provide your expertise within the blog and provide solutions for simple HVAC questions. 

Help prepare them and their home for winter or summer with DIY tips and tricks. Explain the importance of furnace/AC checks and filter changes. When they need an HVAC expert, who will they call? You, if you've positioned yourself as a helpful online resource and an HVAC expert. 

Blogging is an easy, inexpensive way to build your brand by increasing traffic to your site, boosting your SEO, increasing customer engagement and leads, finding out what your customers want, and serving as an online resource. So, what are you waiting for? Reap the benefits of blogging for your brand today!

1 https://blog.hubspot.com/marketing/business-blogging-in-2015
2 https://snapshotinteractive.com/benefits-having-blog-on-website/
3 https://www.demandmetric.com/content/content-marketing-infographic

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