You’ve probably heard that your business needs to be blogging. That’s an important part of your content marketing strategy. That everyone’s blogging in 2019 and you’re missing out if you’re not. It’s a bit like how going back a few years, “everyone” should be on social media.
But what’s often left out is why.
So you’re left knowing that you “need” a blog, but you’re not sure why… Hopefully this article will shine some light on some of the biggest benefits that come out of blogging for businesses.
1: It helps generate traffic to your website
There are several tried and tested ways to drive traffic to your website. But when you’re targeting a new audience (ie people who are not Googling your name because they don’t know who you are yet), you mostly have to put some ££ behind it; whether that be Google AdWords, display ads, paid social media ads, buying email lists (GDPR alert).
If you could tell any business owner that you have a way to drive more traffic to their website for free, they’d probably bite your hand off.
Are you one of them?
If so, leave the biting to zombies and read how a business blog can help drive more traffic.
You may or may not know what crawling and indexing are, but knowing the technical terms doesn’t really matter. What you need to know is that by blogging, you’re generating more web pages that have the potential to rank in search results, and you’re sending signals to Google that your site should be crawled and indexed more frequently. A web page that isn’t indexed, will not show up in search results.
By blogging regularly, you’re allowing for more opportunity to use long-tail keywords and phrases, core keywords, and complementary keywords across your entire website. This helps the potential for multiple listings in search results as well as helping keyword density across your site (without keyword stuffing which is a complete no no!).
If you write genuinely informative articles that resonate with your audience, you’re also likely to have posts shared across social media. Not only does this increase social signals to Google, giving your SEO a little boost, but it allows the potential for third-party sites to link back to you (psst, you want this).
Ideally, you want “follow” links from third-party sites so that the link juice from the linking website gives you a little boost (we’ll talk more about this and why it matters in another article), but no follow links are also not to be sniffed at. The perfect scenario would be a good mixture of each. And the more shareable and valuable your content, the more link backs you’re likely to receive.
Regular blogging also gives you a chance for internal linking opportunities. While you shouldn’t go mad linking everything you can, a good internal link structure is great for SEO.
2: It helps establish you as an authority
So your blog has helped generate new traffic to your website, but who are you? These new visitors have never heard of you before and now they’re on your website. How can you convert this new audience into customers rather than them going back to Amazon or one of the other big names?
You need to build trust. You need to show your new audience who you are and why they should choose you. Show your brand personality, your values, your authority, your knowledge and expertise. And what better way than a jam-packed full blog of knowledge that solves problems the audience didn’t even know they had?
You see, a blog is a great way of appealing to customers no matter what stage of the customer journey they’re at, or what part of the sales funnel they’re in. You can generate content for every single step.
And by doing this, you establish that you know your product, your industry, your customers’ pain points. You demonstrate your values, give a reason for customers to buy into you and showcase your brand’s personality. Your blog is a great way for your audience to get to like your brand.
3: Convert visitors to leads
Hands up if you’ve ever typed a question into Google, gone to the first result, and found yourself giving away your email in return for some freebie offering halfway down the page?
Yeah… me too…
But, that’s just proof that it works. Okay, you won’t get a sale from every blog post but that’s okay. You can use blog posts as the temptation to sign up to newsletters, to download a free white paper, a free template, a free consultation, etc. And what you get in return is data.
Data you can then build your email list with. Data you can use to build lookalike audiences on Facebook with. Data you can use to help create customer personas with. Data is valuable and it’s accurate when it comes directly from those who have already engaged and invested in your website.
Finish every blog post with a call to action but remember, not every blog post should be about trying to sell your service or product. Use data as a form of currency, don’t underestimate its value.
In short, a blog can do wonders for your business. It boosts your SEO, it helps build trust, and will ultimately help conversions.
A well written, regularly updated blog will provide reason for readers to part with their personal data which you can use for other marketing activities and will keep them coming back. Then, when they’re ready to buy, they are much more likely to buy from you and not a competitor.
In 2019, the question shouldn’t be “should you start a business blog?”, it should be, “can you afford NOT to”?
For help creating your own blog, contact me for a free chat.