Like any business, your civil engineering firm can do with an effective and affordable marketing strategy. If you’ve considered digital marketing in particular, you’re on the right track. But you may have noticed that there are countless methods and mediums that encompass digital marketing, which can make it challenging to find the best way forward.
Do you invest in social media marketing? Or do you run an advertising campaign through Google? Perhaps starting a YouTube channel will work. It’s arguable that just about all of these methods can work. But they’re often expensive and unsuitable for firms that are still in their early stages of development where capital is a sparse resource.
Fortunately, there’s one way to promote your firm that is guaranteed to provide an excellent return on investment if done right, which is starting a blog. If you already have a website for your business, incorporating a blog section can come at little to no cost at all. Let’s take a look at eight reasons every civil engineering firm can benefit from having a blog.
Without a blog, the traffic coming into your website is likely from users who search for your business. If you’ve run an advertising campaign, then those users might not be interested in your company at all since not every click is intentional. With a blog, however, your website will receive organic traffic that is genuinely interested in your business or industry.
For example, if you post an article detailing your advice on starting a civil engineering firm, like-minded people who search for that type of content will end up reaching your website. This not only boosts your rankings on search pages, but will also increase brand awareness and help you build an authority as a thought leader in your industry.
Having a comment section for your blog posts is often recommended by digital marketing experts, as it allows you to build a community around your brand through providing valuable content about your industry. It will also allow you to learn a bit more about your audience and possibly receive insightful feedback on how you can improve your business.
Even if you aren’t a seasoned writer from the get-go, putting together a simple and effective blog post isn’t particularly challenging. Provided you have a decent grasp of English and you take the time to brush up on your SEO knowledge, you can put together articles that both you and your readers can learn valuable information from.
Writing your own posts will also eliminate the cost of having to hire a writer, which is usually the only expense involved in running a blog. Expanding your knowledge about your industry is a dependable way to discover new opportunities to grow your business.
You can further improve on this by taking online courses relevant to your business. For example, you can study civil engineering online through an esteemed university to learn more about your industry and secure potential career opportunities for future peace of mind.
Since running a blog can come at virtually no cost, you’ll have more money to put towards other marketing methods, whether it’s working on your newsletter or setting up another ad campaign. Blogging is known as inbound marketing, which when compared to outbound marketing methods such as direct mail and television, is 62% cheaper on average.
The higher your website ranks on search results pages, the more potential clients will come your way. There are many things you can do to improve your ranking, but most methods require the help of an SEO service or a deeper understanding of how websites work. Blogging, on the other hand, is an exception to this.
When you post in-depth, high quality content on your blog, Google’s algorithms will favor your website above competitors who don’t do the same. Including on-site links in your blog posts keeps visitors moving around your website for longer, subsequently improving your website ranking even further.
There are a variety of things you can do to build on this. For example, you can have a weekly post where you answer common questions or solve common problems revolving around civil engineering.
As your readers notice your posting schedule, they’ll visit your website on that weekly basis. This type of traffic further improves the metrics of your website, as it’s a sign that you’re posting content people keep coming back to see.
When you post a great article and you have social sharing options embedded on your blog, people will share that content on Facebook, Twitter, LinkedIn… etc. Those readers’ followers will see the content and share it on their profile, and so the process goes.
If you come to think about it, this is essentially free advertising as your audience is promoting your content for you. This can result in more attention being brought to your social media profiles, thus boosting your authority and increasing brand awareness.
Building on the previous point, having quality content on your website shows consumers that your firm is taking the time to provide value to the community. If your blog posts are factual and well researched, your credibility will increase. For firms that are just starting out and still need to build trust among consumers, this can be highly beneficial.
With more leads coming in and more money to put towards other objectives in your firm, a simple blog goes a long way in growing your business. This gives you the time and resources to allocate towards growing your business and finding new ways to increase your bottom line.
For any of the above to happen, you need to be posting valuable, well-researched, factual content. Once you have a grasp of this, the only thing left to do is hit the keyboard and start making some quality posts. It may take a few hours out of your week in the beginning, but it’s clear that doing so is well worth the investment.