Blogging for a business is an excellent way to boost online sales and to drive traffic.
Type in any question you want to in a Google search bar and then hit the “search” button.
Google will instantly bombard you with millions of different search results, and nine times out of ten, the search results you run into will be blog content – tutorials and How-To’s, reviews, listicles and industry news. You name it.
While browsing, you’ll likely run into a fair few business blogs, as well. Just in case you are new to the concept, business blogs are marketing channels that can help businesses to improve brand awareness, online visibility and, in the best-case scenarios, lead conversion rates.
You may be a business owner, and you may be sitting there wondering to yourself:
Is blogging really worth the effort?
“Can I really generate leads by putting some extra copy on my website?”
“Is it really possible for me to turn readers into customers, with nothing more than the power of words?”
Yes, yes and yes. Getting blog readers to fall in love with your business may sound like mission impossible, but believe it or not, it is more than possible for you.
There are many reasons why businesses should keep blogs in their marketing toolkit. A blog is one of the simplest ways for businesses to share their industry knowledge and to build trust with readers at the same time.
‘How can blogging help me to build trust with prospects?’ I hear you ask.
Firstly, when you write high quality, “evergreen” content, you are writing to help your readers and to answer their most pressing questions. You are not just writing to fill the blank spaces on a page.
And when you can help the reader (prospects) find the answers to their questions, you provide them with value; when you provide them with value, they’ll begin to trust you and what you have to share.
It is a two-way exchange: you provide readers (prospects) with value, and in return, they provide you with their trust.
A blog is one of the most helpful tools you can use to drive traffic and boost online sales.
Don’t believe me? Perhaps these two statistics can help you change your mind.
47% of buyers consume 3-5 pieces of content before taking the first step towards making a purchase – HubSpot.
B2B marketers who use blogs as part of their content marketing strategy get 67% more leads than those that don’t – HubSpot
There are a dozen more reasons as to why you should blog; however, in this article, we will be discussing three.
The benefits of business blogging are that it can help you to drive traffic to your website; to convert that traffic into leads and, lastly, to establish authority in your industry.
Below, I’ll break down and explore these benefits in closer detail.
The Benefits of Blogging For a Business:
1. A business blog can help you drive traffic to your website.
Want higher traffic to your company website? If you answered yes to that question, a business blog would be an excellent place to start.
Do you remember the good old days when marketing was about cold calls, door-to-door sales and tiny newspaper adverts? Blogging kicked those marketing strategies straight out of the game.
Simply put, blogging is the better marketing alternative, plus it can be a cheap way to increase traffic to a website.
How can this be done? Search engines and social media.
We’ll start with search engines. Whenever an online buyer searches on Google, they usually know what they are actively looking for, what they want to buy – this is what we call ‘customer intent.’
Here are three examples of the search queries that your average Internet user might use:
- Transactional search queries — a query entered with the intent to complete a transaction. For example, an Internet user might type in products and prices into a search engine.
- Navigational search queries — a query entered with the intent to find a website or webpage. For example, a user might type in “Facebook” or “Reddit” into their search bar.
- Informational queries – a query entered with the intent to look for information. An Internet user might want the answer to a question, or they might want to read a quick How-To article or a case study.
On Google, there is an average of 40,000 search queries every second, which equals to 3.5 billion searches per day.
Ask yourself, what are the chances that one of those 3.5 billion search queries was typed in by someone interested in the products/services you offer? The chances are high.
The great thing about content marketing is that it allows you to meet those Internet users halfway. There are simple ways for you to tailor the content you produce on your blog so that you attract the right kind of traffic to your website.
You could, for example, perform SEO/keyword research to help your website rank high in the search engines for the keywords and phrases that are relevant to your business.
For an up-to-date and extremely in-depth guide to SEO/keyword research, check out this WordStream article.
Another bonus of business blogging is that it can help you drive traffic via social media. When you write a blog post, you create content that people can share on social media networks – Facebook, Pinterest, LinkedIn, Twitter. You name it.
Shared content can help expose your business to a new audience that may not have heard of you before.
Plus, blogging is an excellent way to keep your social media presence high. A blog can serve as a backbone for content; this will save your Head of Social Media the hassle of continually writing up brand new content for social media.
2. You can convert your blog readers into leads
You’re writing content for your website, and people are reading it. You’ve received a couple of shares on Facebook and LinkedIn, and a dozen retweets on Twitter. People are clicking on your links and arriving at your blog.
Your website traffic has skyrocketed. . . And yet, you still haven’t received any new customers.
Sitting down, opening up Word and writing content is the first part of blogging for a business; generating leads from your content is the second part.
One way to convert readers into customers is by adding a call-to-action (CTA) at the end of every blog post. Most CTAs you see on a blog post will look a little something like this:
When you add a CTA to a blog post, you can get visitors to take action; whether it be to contact you, to sign up to an email list, to click a button, to download a template, to subscribe to a newsletter and so on.
A high-quality blog post and a compelling CTA is an excellent way to convert readers into customers.
3. Blogs can help you to establish your business as an authority
Think about your favourite brand. It could be a coffee franchise, maybe Starbucks. Or perhaps a sports brand: Nike or Adidas? Whatever that brand is, think about it in your head.
Now, think about why that brand, in particular, is your favourite one. I’ll hazard a guess that it has something to do with quality.
Quality and brand authority will always play an essential role in marketing.
The same rule applies to content marketing. A great way to become an authority in your niche is by writing high-quality, relevant content that gives your readers the answers they want. When you establish authority, your readers will speak highly of you and will recommend you as a helpful resource.
You may be wondering the big question:
‘How can being an authority help me and my business?’
Here’s how becoming an authority can benefit you from a sales perspective.
- When your readers find the answers they need in your blog post, they are more motivated to enter the sales process trusting what you have to say. You’ve already given them a helping hand, even before they were interested in becoming your customer.
- When a prospect reads your blog post, they can move into the sales process with knowledge of your business’ place in the market, and the services you have to offer. That makes for a far more productive sales conversation than one held between two strangers.
As of October 2019, there are 4.48 billion active Internet users. That’s 58% of the global population. That is also a lot of opportunities for you to receive traffic to your content and website.
If there was ever a time to blog, it’s now.
There are many elements to blogging for a business, from the quality of content to the ways you market your content online – social media, SEO, SEM, backlinks. If not done correctly, you’ll find yourself spinning your wheels and creating something that doesn’t get any traction.
The important thing is to focus on what your business has to offer. Find subjects that you can write about. Write about what you know, and what is relevant to your business.
The second thing to bear in mind is that you market yourself well. If you happen to be lucky to gain visitors without taking into account the above principles, you’ll find that they won’t convert into customers.
Need some help starting up your business blog? Feel free to