Updated: Sep 9, 2018
Ever wondered what all this blog fuss was about?
According to Hubspot, businesses that blog regularly receive 55% more visitors AND 67% more inbound links than businesses that don't. In the last few years, content creation has become the most effective SEO (Search Engine Optimization) tool there is.
Essentially, the more content you publish around topics relevant to your customers, the better your odds of improving traffic from search and nabbing conversions.
Research tells us that search engines love it when businesses share high-quality content with their audience. That love translates into higher organic search rankings and these search rankings should be one of the first things you aim to achieve as a part of your digital marketing strategy.
As a small business (well any kind of business really), the thing you want is to be visible and to be found. One of the quickest ways to be found by search engines is to have content on your website that they can index. Again, according to Hubspot, companies that regularly publish blog posts have 434% more indexed pages than websites that don't publish content! And what better way to get more indexed pages than adding carefully crafted blog posts to your site?
So how does it actually work you ask?
To make your website a lead generating machine, you need people to actually see it.
The two most important ways people can discover you online are:
they type in your site's URL
they find you through search engines.
Now, unless you are a big player in your industry, the odds of #1 happening to your brand are pretty unlikely. That leaves you with #2.
As previously mentioned, when your website has more pages, you have better odds of ranking well in search engines. Now consider this: every time you publish a blog post and, as a result, create a new web page, you create:
One more opportunity for your website to appear for the queries people are entering into search engines
One more opportunity for another website to link to your blog post, giving you more SEO juice
One more opportunity for someone to share that new post on social media platforms like Facebook, Instagram, Twitter, and LinkedIn
Do you see it? Blogging is one of the easiest and most economical ways to get your business found by the relevant audience so you can generate new leads.
Here are our top reasons why a blog should be an integral part of your marketing strategy.
It helps drive quality traffic to your website
When you consistently post content on your blog, it indicates to Google and other search engines that your site is active and they should be checking it out more often to see your new content.
Also, when you write a particularly great blog post, people are bound to share it on social networks. This is the best kind of exposure you can get when trying to reach a new audience.
It helps convert traffic into leads
So now that you have good traffic coming to your site thanks to your blog, you need to convert it into leads.
And blog posts can help you do that too. All you have to do is add a call-to-action (CTA) button to every post you create. You can also use these CTAs to offer free eBooks, free trials, free webinars, etc., to people in exchange for their information.
The key is to create a content asset for which people would be willing to exchange their information. It must be a high-quality piece of content that will genuinely help them. And a CTA button is how you will turn them into leads for your sales team.
Even though the purpose of a blog is not selling your product, it can still entice people to make the final buying decision.
It helps your business establish authority
One purpose of a blog that few business owners think about is to answer common questions their customers have.
If prospects find answers to their common queries via blog posts written by you or your business team, they're much more likely to convert into paid customers because they already trust you; because you have helped them in the past even before they made a decision to buy anything from you.
If you are consistently churning out content that's useful and helpful for your target audience, it will help establish you as an authority in their eyes.
Be strategic about your blogging
When it comes to a business blog, strategy and quality are much more important than quantity. A strategy will help you create content that revolves around the relevant topics for your audience.
It's also important to figure out which social media platform will be most suitable for you to share content. For example, does your target audience prefer Facebook over Instagram? Do your research, and create and share your blog posts accordingly.
Also, the purpose of a blog is to appeal to your buyer persona. Do NOT think for a second that with more blog posts you can cast a wider net and catch the attention of a larger audience.
So here's what your blog creation process should look like:
Identify the audience
Decide the tone of your content (casual and conversational vs. formal)
Decide the topics
Decide a schedule for publishing new blog posts (example, every Monday, Wednesday, and Friday)
See what your competitors are writing about (and what they missed)
So, now you can understand the incredible impact a blog can have on the growth of your business. If you think it would be overwhelming for you to create and write blog posts on a regular basis, you can always hire someone to take care of it all for you.
But understand that nobody knows your business and your customers like you do. So even if you outsource the writing, make sure you're involved in creating your content strategy.
As always, if you need some help understanding how all this comes together, or you'd like to talk to someone about starting or improving your blog, get in touch with our team by dropping us an email firstname.lastname@example.org or hitting the chat button.
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