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Karen Lombardo

Clear and compelling messaging makes the difference when communicating who you are and what you offer. Words on paper, on a website, or on the vows you speak on your wedding day represent your thoughts, feelings, and emotions. Your message comes alive and delivers with intent.

It is more than just words on paper and images on the internet. It is personal. I hope you enjoy the blog posts and learn more about the written word and how it can best speak for you and your business.


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How can blogging help promote a business?

Mar 15, 2021

Blogging can help promote a business, from increasing traffic to the website to engaging and converting new customers. Embracing the thought of blogging can be empowering. Writing about your company offers a unique way to communicate with your customers and prospects outside of or in conjunction with social media. There is a great deal of energy and influence that can be released when you embrace blogging.

4 ways businesses can benefit from blogging

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The benefits of blogging as an aid to help promote a business focus on engagement and conversion. However, if done consistently and successfully, blogging can do the heavy lifting for you. Here are 4 ways businesses can benefit from blogging:

Increase website traffic

Posting relevant and original content on a steady basis will drive organic traffic to your website. Organic traffic still rules. We blog for a B2C client on a weekly schedule. Consistently, 92% of their website traffic is organic. They have experienced significant benefits from blogging about consumer information, education, and entertainment.

Attract new customers

You may be sitting at your computer, phone, or tablet right now thinking about asking Google to help you with a purchase. The question you enter could be the topic of a blog post on the website of a kitchen supply store. You ask Google, “What is a mandolin?” and you are treated to a list of stores and people selling mandolins, but if you look closely, one kitchen supply store wrote a blog post entitled, “What is a mandolin?” So, you click and are instantly engaged with the author. Oh, and his store that conveniently sells mandolins!

Flex your business muscles

The kitchen supply store flexed their business muscles and educated the reader on the product, perhaps sprinkled with a recipe and description. The blog engaged the reader and converted that visitor to a sale. Whether you are blogging about the benefits of yoga or how to get rid of stinkbugs, your readers will see you as more than a seller. Be a resource to consumers, and they will soon be on social media as your brand ambassadors!

Blogging can help promote a business by earning respect and trust

People are looking for help. The pandemic has given the internet and Google a great deal of power over our time spent. You can earn respect and trust by educating and engaging with people just for fun. Whether a bookkeeper or a marketing firm, you are the business as a small business owner, so let people see you. Share relevant stories that are important to you and your business. Be careful not to be confrontational and avoid such topics. Have you fostered or adopted a dog? Joined a team to walk for a cause? Have you donated services to help a small business or community event? You may get an increase in website traffic or convert a new customer, but that is not really what’s all about.

Blogging must be consistent

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Blogs live on long after you click the button to publish. Your shared information can be a resource to people for years to come. Your analytics can show you the activity on your site and the frequently viewed blogs. Revisit older blogs and update them with new content, images or call to action.

Strive to engage your social media accounts with your blogs to increase traffic and followers. Utilize a newsletter type format such as MailChimp or Constant Contact to email followers automatically when a new blog is posted. Always encourage sharing your post and thank your readers when they do.

Don’t dismiss the thought of a guest blogger. Guest blogging is exacting what you think it is. Someone writes a blog post/content on a third-party website with the intent to promote their product or service. It occurs quite frequently with collaborative companies that do not directly compete.

Give blogging a try. It’s comparable to dancing. The first time you hit the dance floor, you feel awkward and exposed. Soon you are up there with your friends, and you are laughing and dancing up a storm. Put on those dancing shoes, fire up your laptop, and start to dance!

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