As a professional business blogger for a variety of industries and niche markets, I’m often asked about the benefits of business blogging and why it’s so important for online success.
Blogs are cost-effective marketing tools and investments. Not to mention, 60% of businesses who regularly blog acquire more customers, according to a recent Hubspot survey.
Blogs provide a place to show people what you’re all about and every post you publish helps promote your expertise, brand, products and/or services.
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Most websites consist of a specific number of pages that rarely get updated if ever. Once pages have been written, they are often considered “finished,” and more or less forgotten about. Unfortunately, static web pages that never get updated can become stale over time. A blog, on the other hand, is considered “dynamic” because it’s being constantly updated with fresh content. Of course, that’s only the case if you’re actively posting on a regular basis.
Driving Traffic vs Buying Traffic $$$
Every business website wants more qualified traffic because more traffic translates to more leads and sales. And yes, you can pay $$ for more traffic via PPC, but that can get very pricey, especially if you’re not carefully monitoring your PPC campaign. Also, if your PPC marketing dollars run out, so does your traffic. Regular blogging, on the other hand, will drive traffic to your site “organically,” and will do so without breaking the bank. If you are currently buying traffic, once you start blogging on a regular basis you should be able to taper down your PPC, and eventually not rely on it at all.
Social Media and Content Syndication
A blog is your direct communication channel, and with every new post that’s published on your blog, you have another opportunity to show up in the index and drive new traffic to your site. The same content can be syndicated throughout your social media channels like Facebook, Linkedin, Twitter, Pinterest, etc., via a social media aggregator. Other people who like your content can now also share it on their social networks, which will help expose your business to new audiences that may not currently know about you.
Most all content management systems like WordPress have a default RSS (Real Simple Syndication) feed where visitors can subscribe to your latest posts via a feed reader and share your feed through a variety of social networks. Visitors can also sign up to your feed directly on your site and receive your latest updates via email. Click here to learn more about RSS feed syndication and how it works!
Lead Generating Call-to-Action
Now that you have traffic coming to your site through your blog, you have a new opportunity to convert your traffic into leads. Take full advantage of your traffic by adding lead generating call-to-action prompts within your content. Give your site visitors something in return for filling out a form with their contact information. For example, you might offer a free how-to booklet, a free ebook, a free webinar, a free home evaluation, property listing updates via email, and so forth. In a nut shell, you want people to fill out a form so you can get their information and turn it into a lead.
Consistently creating content that’s informative and useful will help establish your site as an “authority site” for your niche market and/or industry, especially if people are commenting and sharing your content via social media. Not only will people look to your site and brand as a valuable, reliable source of information, Google and the other SEs will look at your site the same way – and reward your efforts with higher rankings in the index!
The Bottom Line
As you can see, business blogging is an indispensable online marketing tool. If you regularly update your blog, you’ll be seen as a leader and expert in your field, you’ll be part of the discussion in your industry, and you’ll drive more traffic to your site that will ultimately turn into leads and sales. Need I say more!!
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