5 Ways Blogging Benefits Your Business
One of the most frequent questions I get is “how can a blog benefit my business?” The answer is simple: it’s just good marketing practice. So grab a coffee and allow me to explain.
Online marketing is a minefield of high competition, low attention spans, and discerning audiences who tend to migrate.
The majority of purchasing power belongs to the digital natives and Millennials are the world’s most powerful customers. Generation Z may hold sway on what’s hot but the millennial demographic of 24- to 40-year-olds are the ones who can put their money where their mouth is.
Millennials have surpassed boomers as the biggest global generation with huge ramifications on how we do business. Namely that traditional interruptive marketing is out and permission marketing is in. Digital natives no longer notice ad pop-ups: the brain is now hardwired to filter them out.
So how can a business target an audience with a 12 second span and advertising blind spots? By establishing brand loyalty built on a consensual marketing strategy. Meaning you need to be visible and seen as a brand worth opting in to.
Blogging is one of the key ways your business can achieve this. And here is how:
1) Blogging Drives Traffic
Unless they’re an existing customer, most people will not directly search your website. It’s nothing personal. The internet high-street is just a highly competitive, highly extensive, place to be.
A website is only as useful as its visibility. This means encouraging search engines to crawl your webpages and index you within their database (what the wizz kids call SEO). The more content you have to index, the more opportunity you have to appear on the search engine results page (SERP) and the better your rank will be.
The catch is search engine web crawlers need to be reminded your website is active. In order for Googlebot to regularly check your site for new content and index accordingly, you need to be updating it frequently.
Blogs are a neat solution to the indexing problem. They eliminate the need for multiple webpages cluttering up your site by affording a neat little storage facility. And, most importantly, they feed web crawlers with regular content to keep your ranking healthy.
All of which ensures you attract new audiences and encourage them to come back for more.
2) Blogging Establishes Your Brand as an Authority and Fosters Trustworthiness
Blogging is the creation of short-form content concerning a specific subject related to your business. This is not writing for leisure or personal indulgence. Your target audience is not interested in you, they are interested in how you can meet their needs. Again, nothing personal.
The most effective blogs are those which provide quality answers to their audience’s most pressing questions. By regularly providing relevant content for your niche market, you can establish yourself as a trustworthy authority.
The power of a valuable educational post being provided by your business cannot be understated. If a customer is able to consistently find answers through your blogs, they are more likely to trust you when it comes time to purchase.
Your blog can also educate your audience to the benefits of other services or products you have to offer. Establishing yourself as a trustworthy authority for a specific market enables you to alert your audience to the questions they didn’t know they needed answered.
3) Blogging helps keep your social media strategy going
If you want a digital native to opt-in to your business you need to keep things interesting. Engaging with your target audiences regularly across multiple platforms with relevant content is the secret to permission marketing.
A good blog serves as a stockroom for relevant, regular content and eliminates the reliance on a social media manager to keep your Instagram replenished. But it also provides another opportunity for exposure.
Every time you write a blog, you create another link for people to share across social media platforms. This means spreading the word and in turn forming digital communities around your brand.
All of which can only foster the powerful promotion of your business and long-term connections.
4) Blogging Turns Traffic Into Leads
An engaged audience is one primed for conversion. Why? Because they are already interested and invested in your business by their own volition.
Blogs provide a powerful opportunity to generate new leads in two key ways:
By encouraging more traffic to your site through shared links across platforms
By containing plenty of opt-in opportunities. Think free e-books, resource guides, newsletters, or a special offer for email sign-ups.
A lead-generating call-to-action is little more than a button encouraging the visitors to your website to commit to opting-in. A blog can be a casual safe space for your audience to decide if they want to be part of your unique community (and a lead for your sales team).
If you want to know how to do this well, Hubspot outlines 8 types of calls-to-action that increase conversion on your own blog.
5) Blogs are a Long-term, Cost-effective Advertising Strategy.
Blogging is the marketing strategy that keep on giving long after the initial post was written. Especially those that are written well. The more valuable information your blog post has and the more relevant the keywords, the longer it remains within the search engine database.
Blogs are like a fine vintage, gaining authority over time and bringing in a steady amount of traffic sometimes years later. The secret is to keep them refreshed with up-to-date data and current links.
The initial excitement may slow down, but your post is perpetually ranking in search engines. Sometimes even years later. Meaning what you blog today is an investment for thousands of leads in the future.
It's hard to argue with with that!
The only investment blogs require is time but the returns are huge. Customers are tired of traditional advertising. They want engagement, personality, and brand that answers their needs. Consider that companies who blog receive 97% more links to their websites and it’s not hard to see the advantages of blogging for your business.
The real benefits come from doing it well.