In this ever-increasing clickable, shareable, scrollable world we live in, it is understandable that you may be wondering if your business still needs a blog. You might be investing all your time and money into video content, or perhaps you think your social media channels are enough. When it comes down to it, the long-term benefits of the written word in an environment you can control cannot be underestimated.
Blogs have come a long way since the mid 90s when they were basically just an individual’s digital version of a diary. They have evolved into a useful marketing tactic that can give your business better online visibility. Through the creative content that exists within a business blog, you can engage with your audience and build credibility. But with the constant addition of new online experiences, and the ever-changing online marketing landscape, comes the question, is a business blog still worth the effort? The short answer is yes, and in this blog post, I will explain why.
The Benefits of a Business Blog
Unlike personal blogs, or blogs that generate an income through ad space, a business blog is a marketing channel that can support business growth. By using your business blog to solve your audiences’ problems and provide new and valuable information, you can build your authority and generate new leads. Obviously a big benefit for any business and we will dig deeper into the ‘how’ in just a moment, but if you’re looking for more information on what a business blog is, check out this HubSpot article.
Your Business Blog Drives Traffic to Your Website
Like most business owners, you would like more visitors to your website, but let’s think about how you can get them there. Sure, you can throw money towards a ton of paid ads, but the traffic usually stops when the money stops. Maybe you can just hope someone will type your business name directly into their browser, but this person is likely to be a part of your existing audience. The most efficient means of driving traffic to your website is through quality content, both on your website and through social media.
Quality, relevant, and frequently updated content is a key driver of traffic to your website. The best place to feed Google’s insatiable hunger for this content is through your blog. I mean, how often are you likely to change the details on your About Us page?
Every time you publish a blog, it’s one more indexed page on your website. Why is this a good thing? Because it creates an increased opportunity for you to show up in organic search results and drive traffic to your website. A blog post also indicates to Google and other search engines that your website is active and should be checked frequently to see what new content is available. If your business shows up in search results, particularly for the topics and keywords that your audience are searching for, chances are you are going to attract click-through and generate that much needed traffic.
Your Business Blog Feeds Your Social Media
Your social media feed is called a ‘feed’ for a reason. It is a place for you to share tasty portions of information and insights with your audience. I am sure like many business owners, you often struggle to find content to share with your social media network. The good news is that your business blog can take the pressure off your social media manager, and keep the feed going with original and shareable content. Furthermore, if you are creating content of value, you could achieve those all-important shares, have the potential to expose your business to a new audience, and again, ‘feed’ your website with traffic.
Your Business Blog Can Help Convert Traffic to Leads
So, you have managed to increase the traffic to your website through your business blog. How can you turn that traffic into leads?
Just like every blog is a new page indexed in search engines, each post is a new opportunity to generate leads. To do this you can include a lead generating call-to-action in your blog posts. Just be careful not to come across as too ‘salesy’ as this could turn your readers off. Try a simple call-to-action in the first instance that involves asking the reader for their opinion or a comment on the topic you have written about. You could then look at working in other call-to-actions that lead to something like a free eBook, free trial, a factsheet, a webinar, anything that your audience would be willing to exchange their information for, but it must offer value.
It is important to note that not all readers of your business blog will become leads and that’s ok. If you’re offering value to your readers, they will likely return to your website where you have an opportunity to convert them at another time.
Your Business Blog Can Help Establish Authority
While not as measurable as traffic and leads, authority is still something of value and is achievable through your business blog.
The best business blogs are the ones that regularly answer questions or solve the problems that their potential leads are experiencing. If you can consistently create content that connects with your audience and helps them through a problem, you will start to establish yourself as an authority in their eyes. If they trust the information you’re putting out there, your audience is likely to return for more, and engage with your business on an ongoing basis.
Your Business Blog Drives Long Term Results
SEO is something most business owners are aware of, but feel the management of such is a dark art best left to the experts. However, did you know that by simply publishing a blog post you are contributing to your SEO, now and in the future?
We previously discussed that each blog post was one more indexed page on your website. The beauty of this is that the hour or so you spent generating that page, can turn into more traffic and new leads months from now.
Why? Because after publishing, sharing on social and generating traffic to your website, 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 one post. Every blog post you publish feeds Google and other search engines with the information they need to present your website in organic search results.
Additional Benefits of a Business Blog
Still not convinced that your business needs a blog? Here are a few more benefits to consider:
- A business blog can help you grow your email list. If you are creating interesting and informative blogs, your audience is likely to ‘sign up’ for more.
- It can be an opportunity for you to share your story and connect with your audience on a different level. Sharing personal insights and stories can humanise your business and encourage greater engagement.
- You can use a blog to test products or promote PR type activities like events. While these posts shouldn’t make up the majority of your content plan (check out this Smart Passive Income article for healthy portions of posts), it can be beneficial to tap into your already engaged audience and promote the other things you do.
So where are you up to with your business blog? Is it something you value and invest in? Or is it an activity you have let slide to make room for new online experiences?
If you’re convinced you need a business blog, but you can’t afford the time to write one yourself or need some further advice or coaching, drop me an email. I am happy to help you get started and can support you all the way.