The Importance Of Blogs for Business
Why is it important for your business to have a blog?
It’s not just because professional marketers say that blogs are the most valuable type of content marketing…is it?
It’s not just because you are looking at monetizing a blog…right?
If you are only wondering how to make money blogging, do a gut check.
Blogging for business will result in sales. But to start a blog, you need a clear purpose that focuses mainly on the consumer.
Blogs help online businesses engage more customers and build up topical authority for SEO. The following considerations apply when attempting to maximize the utility of company blogs:Blogs containing highly relevant keywords within unique pieces of content will be rewarded with a higher ranking on search engine results. The higher a company’s search engine result, the more potential customers it will attract.
If a company can provide compelling blog content that generates significant customer interest, it will likely prove to be a legitimate customer recruiting tool.
Today’s blogs are more engaging than ever thanks to the ease of integrating media and the number of educated writers with a unique voice. Videos, images, and links to other media can be embedded into a blog to make it a truly helpful and well-rounded. Mobile-friendly blogs further their reach by making their content easily accessible to users on any type of web-friendly device .
88% of consumers feel more positive about a company after reading custom content.
Readers and consumers are not going to flock to your blog unless you have something of value to provide.
For success in digital marketing, you have to give first if you want to receive. This means that traditional, “Buy this!” advertising does not work for blogs.
When writing content for your blog, offer readers something other than self-promotion.
Understand that even if all your blog offers is something intangible like great advice or thought leadership, you’re still giving something. And chances are it’s valuable, not to mention free!
Adding to the online knowledge database is a great step toward building a successful blog for your business. Determine what unique value you can contribute.
No matter how mundane an industry may appear to some people, there are others who are eager to read compelling content on the subject. And in industries without an abundance of blogs on their subject matter, a business can quickly become a trusted source.
Such a reputation attracts attention from online publications and social media, exposing a business to future customers and business partners.
A blog can also act as a dynamic, attractive portfolio. For companies where proof of past success is everything, it’s important to have an easy way to show potential clients what kinds of results they can expect. Some examples of these types of businesses might be:
With a blog and a few high-quality photos of your work, you can easily create a portfolio to direct potential clients to.
While it may take more effort to update your whole site, depending on how it was created, blogs on content management systems such as WordPress are generally easy to update, even if you don’t have a lot of technical knowledge.
If you can publish a Facebook post, you can publish a blog on WordPress.
If you need help, there’s no shortage of free advice (another example of the usefulness of blogs!).
Once you’ve started cataloging your work on your blog, you have a simple link to send to people who want to get a sense of the quality and efficacy of your work.
It may be nice to hear that blogging helps your business to build brand awareness and show its expertise, but without tangible evidence, it may not exactly be convincing. Well, thanks to several studies and surveys, there are numbers to show why blogging is good for business.
There are statistics to show that:
The custom content from blogs warms prospective customers up to your business.
Businesses that blog generate more leads than businesses that don’t.
Blogging can sometimes be just as effective, if not more, in promoting your company than through advertisements.
Blogging helps buyers find out
Writing about your service, field, or industry keeps you on your toes. You have to dig into your knowledge, stay on top of your industry, and practice articulating effectively. Blogging benefits your business because the stronger your knowledge and communication of that knowledge is, the more trust you earn. Trust turns interested viewers into customers and current customers into loyal customers.
Struggling to come up with ideas for social media posts? Here’s another benefit of blogging for small businesses. One blog post does not equate to just one social media post. In fact, the information contained within a single post can be repurposed in many ways, into several social media posts. For example, you can collect statistics from different posts, excerpt an important quote that sticks out, or extract an interesting fact and add a graphic.
Not only will your audience appreciate these informative and easy to digest tidbits; these quick and easy posts will help you to maintain a consistent and valuable presence, which are two important social media best practices.
While email marketing is a great way to stay top of mind, it can be hard to get people to sign up to have yet more emails crowd their inbox. Here is where a blog benefits your business. If people find your blog posts to be interesting and informative, they are more likely to trust that your newsletters are too. They may also sign up if you include links to your latest posts in the newsletter, among other relevant information such as promotions, new products or services, and company updates.
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.
Blogging is not as hard as it may seem, and it offers a wide range of benefits for your business. If you are looking to set yourself apart from the competition and capture the attention of your target audience, your business needs a blog!
As you probably know, there’s not much of a point to having a killer website if nobody can find it. One of the biggest keys to getting more traffic is making sure that people will find your site when they use search engines. As a matter of fact, search engines are the no. 1 driver of traffic to content websites! SEO is something that you can’t ignore if you want to have a viable online presence.
The more relevant content you have on your website, the more likely it will be that you will rank for certain keywords. This is where a small business blog comes in. Consistently publishing high-quality content on your blog will do wonders for your search engine optimization efforts.
When you produce useful content, Google’s algorithms will rank your site higher. Over time, your site will make its way to the front page of search results. Not only that, but when people read high-quality content, they’re more likely to link back to it. Earning quality backlinks from other high-authority blogs will do wonders for your SEO efforts.
If there’s something going on with your service — for example, there will be a planned outage or lack of availability — you don’t have to keep your clients in the dark. Having a centralized place to post announcements is extremely important because people don’t always read their email.
A small business blog is also a great place to offer occasional promotions. If you already have an engaged audience that consumes your content, they will be able to see what discounts or promotions you are offering. It’s a great way to keep your customer base informed.
Sure, you can spread your coupons around Facebook, but it’s better to get into the habit of compelling your audience to visit you at your own site, especially if it’s an ecommerce site. Keep them coming back for more by posting your promotions on your blog.
When you have built an audience and gained some notoriety, it can attract other entrepreneurs to you. For an entrepreneur, networking is important, isn’t it?
If you’re able to grow your readership effectively, you will gain more credibility. This will attract other influencers in your niche. You never know who might be paying attention right?
This could lead to other opportunities for your business. You might be able to take advantage of the key relationships that you form through your small business blog.
Sure, we still have a long way to go before our traffic becomes more qualified, but if we’d started monetizing earlier, we could have saved a lot of time and money.
By monetizing, you will quickly get a sense of where your blog stands and how qualified your traffic is. So, instead of waiting for you to get 100,000 visitors a month before you try to generate revenue from your blog, start testing the waters when you hit 10,000 visitors a month.
From my sidebar opt-in to my offer before each comment section, I have a handful of ways in which I collect emails on Quick Sprout. Once I collect an email, I then add you to an email drip sequence that pitches you my products and services.
This method is so effective, we do the same thing on the KISSmetrics’ blog. Through marketing automation, we then entice you to buy products from us.
If you are looking to drive sales through this approach, there are a few things you need to know:It’s typically hard to collect emails unless you offer something for free such as an ebook or a course. That’s why I offer free ebooks and courses in exchange for your email.
Pop-ups collect more emails than anything else other than tactic. Your readers may hate it, so you’ll have to test how often to show the pop-ups to them, or else they may leave in frustration.
You’ll need to use an email service provider to send out your emails. I use Get Response as it has some marketing automation built into its platform, and it’s affordable. If you are working with a small budget, Mailchimp has a free plan.
With an established voice, you can start to share expertise.
Maybe there’s an industry update that everyone in your field wants to learn more about. Maybe you saw a big trend coming before it even blew up. Your company blog is the place to share such insights and more.
These set you apart as a thought leader within your industry, which may lead to interview opportunities, new partnerships, or the chance to speak at certain events.
At the end of the day, the importance of SEO comes down to beating the competition. Blogging can’t help you establish a voice or make genuine connections if users can’t even find you.
That’s one reason why content is king. All the goals you plan to achieve stem from how good your content is. This helps set you apart thanks to tools like blogging, but also the keywords, titles and meta tags, and links that make up your blog and other site pages.
Adding links to your blog posts is part of an SEO concept called link building. Link building breaks down into two things: on-site and off-site optimisation.
On-site optimisation helps users navigate your website in a way that feels natural. Your blog may have a link that leads them to a product page, contact page, or simply back to the site homepage.
Off-site optimisation is a bit more complex.
When you get interviewed, you may want to add a link to your blog in the byline or mention of your name. This takes users from one entirely different website back to yours. Another form of off-site optimisation can happen if you write an exceptionally good blog post that someone else decides to feature for reference in their blog.
Blogging is an absolutely essential tool for SEO (search engine optimization) and businesses who are leveraging it effectively are able to see the fruit of their labour when they find their websites on the first page of search engine results. With improved search engine rankings and the potential for making it to the first page, your brand’s visibility will be enhanced multiple times over, and you’ll have a chance to put your competition far behind.
However, SEO is not a set-and-forget kind of deal, but rather a continuous process that entails both optimizing blog content and generating backlinks through guest blogging. You can’t see results overnight, but with time, your SEO efforts will prove vital to driving traffic to your website.
I can’t emphasize this one enough: Whoever writes for your blog should be an innately talented writer.
Moreover, they should actually enjoy writing, and their enthusiasm should shine through in their work.
It’s plainly obvious when an industry blog has been written by someone who lacks the necessary writing chops.
Even if you must pay for it, make sure your content is penned—or typed, as it were—by someone who can truly do it justice.
Unlike for most jobs, you don’t find world-class bloggers through job postings. It’s not because a lot of great bloggers are already busy. In reality, a lot of them are not. Not only that, most of them don’t even get paid well.
The simplest way to find a great blogger is to scour marketing blogs. Although your business may not be about marketing, it doesn’t matter in this particular case. A great blogger can write on any topic due to the fact that anything can be researched on the web.
The first thing you want to do is make a list of all the popular marketing blogs such as Copyblogger, Problogger, and Moz. Each of those blogs accepts guest posters, which is what you want to look for.
Typically, if a blogger was able to get his or her content published on one of those blogs, this person is a good enough blogger as each of those blogs has strict editorial guidelines.
Static websites don’t attract many new clients or customers. But a regularly updated blog can produce a constant stream of good leads from all around the world.
When you publish in-depth blog posts that help potential clients/customers solve their problems, they come to trust you and respect you as an expert in the field. If they want more help than a blog post can offer, then they’re likely to be interested in hiring your business.
I know that this is Neil Patel’s primary revenue model for Quicksprout and I’ve also used it to good effect for my video business.
An author has to wait months between finishing his/her book and reading the reviews, but bloggers get to read their readers’ comments the same day they click ‘publish’.
This makes blogging a great way to get feedback on an idea that you want to develop further. Having an outside perspective and a little bit of constructive criticism is invaluable.
Trust is a rare and valuable commodity online. You can’t buy trust. It has to be earned by demonstrating your commitment to your readers, time and time again.
As it turns out, that’s exactly what good bloggers do by regularly posting valuable, honest articles on their blogs. The more people whose trust you’ve earned, the easier it will be to accomplish your goals online.
The Last Word On The Benefits of Blogging:
Your ultimate goal is to convert readers into buyers, so make sure that you put effort into helping achieve that conversion. Link to your sales pages within your blog posts, talk about what you can do for people and play up the fact that you’re a business with something to offer.