Business blogging is a marketing tactic that uses blogging to get your business more online visibility. A business blog is a marketing channel that helps support business growth. It can be challenging to make your business stand out from the crowd in today’s busy digital marketplace.
You must grow your online audience and find methods to connect with your target consumers. However, with so many marketing channels to choose from, you may have difficulty deciding the best course of action. Have you ever considered blogging? Most small business owners remain unaware of the benefits of blogging for business.
So, here are the benefits of business blogging for marketing.
Blogging for Business Helps Drive Traffic To Your Website
Think about the main way people discover your website, by typing in your name to their browser. However that is an audience you already have. They know who you are and that does not help you gain more traffic on top of what you already receive. So, how can you get new people on your website? Think about how many pages there are on your website. Probably not a lot, right? Think about how often you update those pages. Probably not that often right? Well, blogging solves both of these issues.
Every time you write a blog post, it is one more indexed page on your website. This means it is one more opportunity for you to show up in search engines. In addition, drive traffic to your website in organic search. We will get into more of the benefits of blogging on your SEO a bit later. However, it is also one more cue to Google and other search engines that your website is active and they should be checking in regularly to see what new content you have.
Blogging also helps you get discovered through social media. Every time you write a blog post, you are creating content that people can share on social networks. In turn this helps expose your business to a new audience that may not know you yet. Blog content also keeps your social media presence going, rather than asking your social media manager to come up with brand new original content for social media, your blog can serve as that repository of content. You are strengthening your social reach with blog content and driving new website visitors to your blog via your social channels.
Blogging for Business Helps Convert That Traffic Into Leads
Now that you have traffic coming to your website through your blog, you have an opportunity to convert that traffic into leads. Just like every blog post you write is another indexed page, each post is a new opportunity to generate new leads. The way this works is very simple: Just include a lead-generating call-to-action to every blog post.
Often, these calls-to-action lead to things such as free eBooks, free whitepapers, free fact sheets, free webinars, free trials. In short, any content asset for which someone would be willing to exchange their information.
To be clear for anyone unfamiliar with how traffic-to-lead conversions work, it is as simple as this:
- Visitor comes to website
- The Visitor sees call-to-action for a free offer
- Then the Visitor clicks call-to-action and gets to a landing page, which contains a form for them to fill in with their information
- Finally, the Visitor fills out form, submits information and receives the free offer
Call-to-action buttons are how you turn that traffic coming into your blog into leads for your sales team.
Blogging for Business Helps Establish Authority
The greatest business blogs answer common questions their leads and customers have. If you are consistently creating helpful content for your target audience, it will help establish you as an authority in their eyes. This is a particularly handy tool for Sales and Service professionals. Can you imagine the impact of sending an educational blog post you wrote to clear things up for a confused customer? Or the amount of deals a salesperson could close if their leads discovered blog content written by their salesperson?
Establishing authority is a fluffy metric, certainly not as concrete as traffic and leads, however it is pretty powerful stuff. If you need to tie the impact of blogging to a less fluffy metric, consider measuring it the same way you measure sales enablement. At the end of the day, that is what many of your blog posts are.
Think about the sales enablement opportunities blogging presents:
- If prospects find answers to their common questions via blog posts written by people at your company, they are much more likely to come into the sales process trusting what you have to say because you have helped them in the past.
- Prospects that have been reading your blog posts will normally enter the sales process more educated on your place in the market, your industry and what you have to offer. That makes for a far more productive sales conversation than one held between two relative strangers.
- Salespeople who encounter specific questions that require in-depth answers can pull from an archive of blog posts.
It Drives Long-Term Results
Blogging drives site traffic and generates new leads, largely through search engines. For example, let’s say you sit down for an hour and write and publish a blog post today. Say that blog post receives 100 views and 10 leads. You get another 50 views and 5 leads tomorrow as a few more people find it on social media and some of your subscribers get caught up on their email. But, after a couple days, most of the fanfare from the post dies down and you have netted 150 views and 15 leads.
It’s not done though, that blog post is now ranking in search engines. That means for days, weeks, months and years to come, you can continue to get traffic and leads from that blog post.
Blogging can also be monetised in many creative ways. Business models such as affiliate marketing mean you can generate an income from blogging on just about any topic. There is a huge variety of affiliate programs out there where you can generate an income from referring people to relevant products and services. When it comes to blogging, a majority of your sales will likely come from your older posts.
Hopefully this post has demonstrated the scalability of business blogging. While you may not spot immediate results, over time, you will be able to count on a predictable amount of traffic and leads for your business without any additional resource investment. So put this guide to good use and get blogging for your business.