Business blogging is an important marketing tool for companies to gain more online visibility, and it is mainly used as a kind of short content to explain certain actions related to your specific industry. Ideally, your business blog will always cover topics that have some relevance to your business – directly or indirectly.
Benefits of Blogging – A Cheat Sheet to Understand Why Your Business Needs a Well-Written Blog
What does a business blog do?
A blog can help you gain traction online so that you can be found on the web when users search for keywords related to the business you operate in. Your business can appear in multiple places: in search engines, in blog posts, on social media and much more. Business blogging is one of the best ways to promote your brand to users looking for similar products and services online.
Unlike personal blogs, business blogs are not hobbies and help your business monetize. They are part of your marketing framework, as are emails, newsletters and social media to support business growth. This guide is designed to help you understand why your business needs a well-written blog.
Driving traffic to your company website
The purpose of creating a business website is to get more visitors to your page. While some visitors type your brand name directly into a search engine, you obviously want to reach more people who don’t know you.
You could buy lists and send emails, but it can be expensive and won’t necessarily help you achieve your desired goal. You can even buy paid ads on search engines, which can be expensive.
While these methods can work, they are not necessarily long-term solutions. On the other hand, blogging is a great long-term tool to drive traffic to your website. Here’s what a blog can do for your website:
- Each blog post can be indexed across different web pages, increasing your brand’s appearance in search engines, driving organic traffic to your web pages.
- Blog posts indicate to search engines that your website is active and constantly updating its content to cater to users.
- With blog posts, your website gains traction on social media as you create content that can be shared on networks such as LinkedIn, Twitter, Facebook, and Pinterest, giving you access to a wider audience.
- Blogs allow you to connect with influencers who can amplify your brand’s offerings by endorsing the content you provide.
Blogs work closely with social media and search engines to drive visitors to your website, making them an important part of your overall search engine marketing strategy.
Convert visitors into potential leads
Once you get blogs to drive visitors to your website, you have the chance to convert them into real leads for your business. But for this to work effectively, you need to have a clear call to action at the end of every blog post so that your readers know exactly what you expect from them.
Calls to action can be anything from downloading eBooks and signing up for newsletters to purchasing products and filling out database forms. Here’s how to convert a visitor into leads through your blog post:
- Write a clear call-to-action at the end of the blog post with a link to a specific page on your website.
- Readers click the link and are redirected to your web page.
- Visitor follows the call-to-action instructions, which are then stored on the backend of your website for future reference.
Keep in mind that not every blog reader will become a lead for your business. But that’s the way it is. Even the biggest brands are unable to convert every reader into a lead. Make sure you understand the basics of a good call to action and you’ll notice an improvement in your lead conversion rate.
Business blogs are written to meet certain needs identified in certain industries. Therefore, a lot of research and attention should be paid to them before they are posted online.
By creating content that is useful to customers, you can position yourself in their eyes as an authority in the industry. Your blog will also increase domain authority. This will lead to more shares and likes online – search engines love this level of engagement, which can boost your website rankings. So how can a blog post help you establish yourself as an industry authority?
- Research the kinds of questions people post online about items related to your industry.
- Write content that addresses specific questions related to your industry. For example, if a customer can’t understand how to use a particular product you sell, write a “how to” post that answers this question.
- Link your content to a specific call-to-action that not only helps answer a question, but ultimately converts the reader into a real lead for your business.
Prospects whose questions are answered by a particular blog post should be more likely to trust your brand and become real customers for your business. They click on the sales process as better educated because of your blog and know well what you have to offer compared to others. Building trust is the first step to position yourself as an industry expert.
Delivers long-term results
Blogs aren’t just about delivering short-term results. They are designed to build you as an industry expert for the long haul.
If you’ve published a blog post today, you’re likely to get a certain amount of leads in the next few days. This may decrease in the coming days and weeks. But the blog post itself will stay online for years, meaning you can continue to drive leads and traffic from it — even if it’s not in the same capacity as before. Why is this happening?
- Blog posts stay online, so users can find them every time they search for something relevant to your industry.
- A new lead or click through to your website will result in greater returns, even if the blog isn’t the newest in your repertoire.
- Blogs that feature evergreen content come up more often than others because they are unrelated to specific timelines and can cater to needs no matter when they are opened.
This level of engagement with blog posts months and even years later proves the scalability of creating a dedicated blog post for your business website. But it’s important to be patient as you may not see results right away. Over time, you may begin to see traction through increased leads and traffic without investing in new or additional resources. The blog post acts as the facilitator to get your lead generation work done well in advance.
Blogs are a great way to help people better understand what your business has to offer, so don’t hesitate to write about new product releases, events, and other details that are relevant to you. So why communicate this important information?
- It allows you to get your most important messages across to relevant readers who are interested in your business offering.
- Helps build a loyal audience on your own channels, instead of constantly pitching your story to outside writers.
- Showcase your full product range so users know you have more to offer.
- Provides the opportunity to show your personality and expand your brand equity.
Starting a business blog can help you gain more readers, followers, and customers over time. Blogs can turn websites into valuable marketing tools by getting readers to actually visit them. Creating more web pages makes it easier for you to rank in search engines because you can create blogs that eventually link to each of them through specific call-to-action statements.
Each new blog post is housed under a specific blog page on your website, so you don’t have to worry about them cluttering your pages. When you write a new blog post, you are essentially creating a new opportunity for your website to rank in Google and other search engines.
There are plenty of ways to build your website’s SEO, but blogging is a great tool to add to your overall marketing mix. The best part is that it is an inexpensive way for you to generate opportunities for your website to be found by your relevant target audience, putting you in a leadership position to build new leads and real customers for your particular business.
Ultimately, one of the biggest blogging benefits is the fact that you can attract high-quality potential customers even if you’re not actively trying at some point. If you are able to provide valuable blog content on a regular basis, you will notice an upward increase in your lead generation efforts, which is exactly what you want for your business.
Executive Editor at Best in Australia. Mike has spent over a decade covering news related to business leaders and entrepreneurs in Australia and around the world. You can contact Mike here.
- 1 Benefits of Blogging – A Cheat Sheet to Understand Why Your Business Needs a Well-Written Blog