The Benefits of Business Blogs for Marketing
If the whole world of business blogging is a mystery to you, here’s a few thoughts to hopefully demystify what it is & make the case for why you should use blogging as a very cost effective marketing tactic.
What is business blogging?
Sounds complicated but it’s not. Put simply, business blogging involves creating short form content posted to your website about a particular subject, to help you increase your “online visibility” i.e. making it easier for you to be found on the internet.
Why should you use blogging as a marketing tactic?
- It helps drive traffic to your website
If your like me, you want to find cost effective ways to drive more visitors to your website. Yes, you could rely on people typing in your name right into their browser, but typically the people that do this already know you. You could pay for traffic through purchasing email lists but often this is illegal, or by placing paid ads, but both can be quite expensive. So, how can you cost effectively drive any traffic? In short: blogging, social media, and search engines.
Keeping your website fresh & relevant can be challenging. Think about it, when did you last change, add new, or refresh your website pages? If your like most businesses it’s not an every day occurrence! Every time you write a blog post, it’s one more indexed page on your website, which makes it easier for you to show up in search engines and drive traffic to your website in any organic search.
Blogging also helps you get discovered via social media. Every time you write a blog post, you’re creating content that people can share on social networks such as Twitter, LinkedIn, Facebook, Pinterest — expanding your potential audience.
- It helps convert that traffic into leads
In the same way that every blog post you write is another indexed page, each post is a new opportunity to generate new leads by simply adding a lead-generating call-to-action to every blog post to things like free ebooks, free whitepapers, free fact sheets, free webinars, free trials …
- It helps establish authority & credibility
Customers are interested in content that answers their common questions. If you’re consistently creating content that’s helpful for your target customer, it’ll help establish you as an authority in their eyes.
If prospects find answers to their common questions via your blog posts they’re much more likely to:
- Come into the sales process trusting what you have to say because you’ve helped them in the past.
- Enter the sales process more educated on your place in the market, your industry, and what you have to offer.
So Blog posts also help move the sales process along more swiftly.
I hope these thoughts encourage you to either start a business blog or make this a larger part of your marketing strategy.
Author Derek Findlayson