How blogging helps your business
If you run a small business, chances are you are wondering if blogging is worth the time and effort. The short answer is a resounding YES! Blogging on a frequent basis is a relatively easy, inexpensive way to enhance your inbound marketing efforts, drive traffic to your site, and attract more prospective customers.
It’s one of the main lessons marketers teach small business owners: blogging can significantly improve your digital marketing success. From drawing people to your site to establishing thought leadership in your industry, an active business blog is an engine that drives your digital efforts.
Here are some important reasons we need to blog:
Drive traffic to your website:
Our blog gives us the opportunity to create relevant content for our customers. We use this as a marketing tactic to drive traffic back to our website. Every time we write a blog post, it’s one more indexed page on our website, which means it is one more opportunity for us to show up in search engines and drive traffic to our website in organic search. We’ll get into more of the benefits of blogging on our SEO a bit later, but it’s also one more cue to Google and other search engines that our website is active and they should be checking in frequently to see what new content to surface.
Blogging also helps us get discovered via social media. Every time we write a blog post, we are creating content that people can share on social networks — Twitter, LinkedIn, Facebook, and Pinterest — which helps expose our business to a new audience.
Increase your SEO/SERP:
Search Engine Optimization (SEO) is a long-term process comprised of a number of different activities. A business blog won’t get you on the first page of Google overnight, however, it will significantly enhance your search engine rankings over time. Search engines love fresh content. What better way to provide frequent content than with blog posts. By blogging consistently, we give Google and other search engines new content to index and we create opportunities to plug in those all-important keywords to increase our visibility on search engine results pages (SERPS).
Position your brand as an industry leader:
For small businesses and start-ups, in particular, boosting brand awareness is vital. If you want to generate leads and make sales, you first have to make sure that people know your brand exists. Otherwise, you won’t even be a contender for their business. Blogging can help boost brand awareness online. When people become aware of purchasing needs or challenges that need to be solved, they first go online and perform a search. Blogging gives us many opportunities to optimize our website for SEO. When we blog, we can enhance our ranking on search engines, so our brand comes up at the top of the list, making it more likely that we will be considered when someone has a purchasing need.
Develop better customer relationships:
Blogging allows us to connect with our site visitors. This can be accomplished by asking our readers’ questions at the end of our posts to get the conversation going or by simply allowing comments and feedback. By reviewing and responding to readers’ comments, we can create a rapport with our audience, build trust, and gain valuable insight into what our customers are looking for. Blogging allows us to show off the personal size of our company and humanize our brand. We can show prospects that we don’t think of them just as numbers—that we want to build relationships with them that we care about their comments that we want to support them on the buyer’s journey, that we want to answer all of their questions, and that we really are in business to meet their needs. Plus, it gives prospects the opportunity to ask questions, comment on our blog posts, and interact with our brand, too.
It helps convert that traffic into leads.
Many of the blogging platforms available today allow for layouts that are optimized for actions that are important to a business. For example, the page that displays your blog posts may have a header or sidebar, where you could have calls to action such as download a free eBook or get a free consultation. In this sense, a blog benefits your business by creating more opportunities for you to present offers and generate leads.
To be super clear for anyone unfamiliar with how traffic-to-lead conversions work, it’s as simple as this:
- A visitor comes to website
- A 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 the form, submits information, and receives the free offer.
We just 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.
Blogging is not as hard as it may seem, and it offers a wide range of benefits for our business. We are looking forward to set ourself apart from the competition and capture the attention of our target audience, hence, our business needs a blog!