Many people underestimate the importance of blogs, assuming it's something you do for a hobby or it’s really only worth it if you’re a writer. However, you could be missing out on a vital tool for your business.
What kind of tool do you ask? Well to answer that, we need to look at what a blog really is.
What is business blogging?
Business blogging is the tactic of writing useful content in the form of articles and sharing it on your website, social media and in emails. This helps drive online traffic and your visibility across the web. But that raises two more questions:
What is “blogging” anyway? I don't want to talk about my life all day...
How does that make me more visible online?
Let’s start with what blogging is. No, blogging doesn't only include sitting at home, in your PJs talking about how you like coffee and books! True, that is a form of blogging, but it is not the only way to blog. Simply put, blogging is the act of creating short-form content. Blogs have become a major way we find information.
While searching the web for answers to questions we might have usually we find answers to our questions on Google, usually in a blog of some form. Blogs are useful tools for giving valuable and quick information to your audience and prospective customers (even current customers but we will talk more about that)
It’s important to note that when you are blogging for your business, your posts need to be useful to your audience. What do I mean? Well, if you are an auto repair shop, it wouldn't be the best idea to blog about how to market online. While marketing is a good subject and useful, it isn't really what your customers are looking for. On the other hand, if you made articles discussing automotive maintenance, best tires to buy, benefits of types of oil, and other things relevant to your industry would have a much bigger impact.
Now, on to the reasons why it matters!
1) Get more website traffic
I think it's safe to say that we all want more website traffic. It’s why we have a website in the first place!
But how do people find your website?
They could type your business name into the browser, but they already know who you are. This traffic is known as direct. We are looking for your content to attract organic traffic.
You could buy a bunch of ads for your website, which can be very beneficial! However, very expensive as well.
So, what other ways can you get website traffic? Let’s talk about blogging, social media and search engines.
Ok, think about your website and how it is structured. How many pages do you have? How often is the content being updated? Probably not that often, right?
Here is where blogging comes in.
Every time you write a new blog post, it creates one new page on your website that google can index. Plus you are adding more tags, keywords, and categories that specifically highlight the content of the blog post. That means you have more opportunities to show up in search engines and gain more traffic organically. It shows Google that your website is active and changing, this means they will crawl your site more often to see what new content you have. We will go into greater detail about how blogging helps your SEO later.
Blogging also helps you get discovered on more social media outlets. When people like your blog post, they are likely to share it with their friends and followers. Every time your create new content, you are creating opportunities for readers to share this information on major social networks which exposes your business reach to a larger audience that may not know about you yet.
Blogging also helps keep your social media fresh and provides you with new content. Instead of asking your social media manager to come up with brand new original content for social media, have them use content from your blogs to create into engaging social media posts. By doing this, you're strengthening your social media presence as well as leading traffic to your website. It’s a win-win!
So why blog? It helps drive new traffic to your website and it strengthens your business’s search engine and social media presence.
2) Turn that traffic into leads
Now, what do we do with all that traffic we have? Turn them into leads! Every time you have a new visitor, you have an opportunity to turn them into a lead.
Like we mentioned before, when you create blogs, you are giving search engines (such as Google) new content and pages to index. This opens more opportunities to be found by people searching your keywords. So how do we turn visitors into leads? Simple: make a lead-generating call-to-action.
What is a call to action though? Usually, these are free things like free downloads or a free ebook or a free practice sheet... pretty much any valuable content that someone would be willing to exchange their information for. For anyone unfamiliar with how traffic-to-lead conversions work, here is how it works:
Visitor comes to website
Visitor sees call-to-action for a free offer
Visitor clicks call-to-action and gets to a landing page, which contains a form for them to fill in with their information
Visitor fills out form, submits information, and receives the free offer
I’m sure we have all ran into this scenario before.
In your blog posts, you should take advantage of CTA’s (Call To Action’s) and grow your leads! If you’re unsure on what would be a good CTA for your business, click here for a free 30-minute consultation, we would be happy to work with you and come up with ideas to improve your lead conversions!
However, we would like to note that not every person who visits your blog will become a lead. That’s perfectly fine. No one converts 100% of the people who read their blog into leads. The important thing is to get blogging, put calls-to-action on every blog post, set a visitor-to-lead conversion rate benchmark for yourself, and strive to improve that each month.
3) It helps by establishing your authority
Like we mentioned at the start of this post, your blog posts should be relevant to your industry. If you write posts that answer questions your readers have or give them valuable information, you are more likely to build trust with them and it will be easier for them to become your customer. How?
When a potential customer comes to your site, they usually aren't just taking a look. They want real information that benefits them now. If your blogs answer the questions they have and give them the information they are looking for, you begin building yourself up as an authority on the matter. Later, when that lead goes into the sales process, they are more educated and trust you know what you are talking about.
While “Establishing Authority” is hard to track, you will still be greatly impacting your business by answering the questions of current and potential clients. Writing blogs about commonly asked questions can also help save you a lot of time! When you send your clients to these posts answering commonly asked questions you don't have to spend the time telling them the answer yourself. Simply direct them to the post and clear up any questions they have! This allows you to spend your time more effectively and helps your customers in a timely fashion.
4) It helps in the long term
When most people begin to write a blog for a business they look for an immediate turnaround. While it's true you may get some traffic from a fresh post, you are looking for leads on a long term basis. Say you write a blog in January(Month 1), you may not see that posts full potential until April(Month 4). With this mindset remember that you should consistently be putting fresh new content out at least every month. That way, current readers will have something to look forward to, and newcomers will see that you put out consistent quality content.
As you continue to put new content out, you have opportunities to capture leads on the newest blogs as well as past articles. Remember, be patient, and above all else enjoy this door that allows you direct communication with your target audience. You can be sure that a dedicated business blog will go a long way for your online presence.
What are you going to do?
Now that we have a better understanding of how a blog can help your business, what now? Do we just pull out a pen and paper and start writing away? Do we crack our knuckles and start typing? While we want to get started as soon as possible, we should do some planning.
In the coming weeks, we will post another blog discussing how to start and plan your new blog to reach the readers and leads you to want.
Want more information now? Click here to contact us and we can get started helping you with your content marketing!