It is amazing that in 2021 many businesses are still wondering whether there are any benefits of blogging for their brand. The Internet has been around for over 30 years! Online presence positively influences the company’s development. This is not a “theory”. This has already been proven. Thousands of times.
We have all entered an era in which the struggle for customer attention and interest has become the most challenging. You have to realize that today it is not enough to print a few leaflets or cover your local area with banners.
Take a look at where most of your audience’s attention is focused. People don’t read printed leaflets, most don’t even reach out for the free newspaper available on the bus. A tiny percentage pay attention to adverts displayed on banners.
What do the vast majority do?
They reach into their pockets and take out a smartphone.
We live in times when even my grandmother has a smartphone, yours probably too 🙂
If you’re a small business owner and you care about acquiring customers, you have to follow their interests and attention. Both of these elements are now in the possession of smartphones.
However, websites these days are not only or displaying business information and opening times. That would be boring!
Your website is a platform that can help drive website traffic and promote your products and services, but it also helps you build trust with your potential customers.
How do you do it? By starting a business blog.
I want to talk to you about the benefits of blogging for your business. It’s affordable, easy and most importantly, it WORKS.
What if I told you that all you need is not the money, but patience, time and some writing skills? It’s also a fun thing to do. Are you in? So let’s get to it!
One question many people ask after starting a business is whether blogging is worth it in 2021. The short answer is, YES!
This is because there are many benefits of blogging, such as increasing the exposure of your brand and building your brand authority, which will make it easier for visitors to trust your brand.
Having the content of high-quality that’s properly optimized will help to increase the search rankings of your website. This, in turn, will make it easier for your target audience to find you through search, giving your brand more exposure and bringing in more web traffic as a result.
So what are the benefits of blogging for your business?
1. Blogging helps drive traffic to your website.
You’re reading this article because you want more website visitors. We all do.
Now think about the ways people find your website:
- They could type your name right in to their browser, but that won’t give you any NEW traffic – people who know your business are already your audience.
- You could go for more costly and naughty tactics, like paying for traffic by buying an email list, bombarding them with emails, and hoping that some people open and click through on the emails. But this wouldn’t benefit you in a long run (and could ruin your reputation).
- You could pay for traffic by buying tons of ads, which is again, quite expensive and not sustainable.
Finally, you can start blogging and optimise your posts to search engines, so people land on your website via your articles!
This is how it works:
Your website only includes a few pages. Think how many times you update those pages. Not that often, right?
This is where blogging is a great way to always deliver fresh content related to your business. Every time you create and publish a blog post, it’s one more indexed page on your website.
This means one more opportunity for you to show up on the search engine results page (SERP) and drive traffic to your website in organic search (through people typing in Google what they need to find).
Google rewards active websites and ranks them higher in search results. This is a known thing.
When search engines crawl your website and ‘see’ a lot of freshly delivered content, it’s a cue that your website is active, and they should be checking in frequently to see what new content was added.
2. Helps you get discovered via social media - easier.
Another great benefit of blogging for business is that it helps you get discovered via social media.
Every time you create a new article, you’re creating content that people can share on social networks — Twitter, LinkedIn, Facebook, Pinterest — which helps expose your business to a new audience that may not know you yet.
In my previous article, I talked about how important to grow your business online is to network and show your expertise.
Blogging is a great way to talk about your trade and things that are related to your business. I personally feel like it also helps me grow and learn more about the topics I enjoy, related to my website design business and online marketing.
By sharing your blog posts you keep your social media presence going.
Instead of creating brand new content for social, your blog can serve as that repository of content. In the end, what business owner has time to create a new Facebook post, separate Instagram story and a new blog article? Tiring!
You can utilise your social channels that help drive new visitors to your blog and as a result, to your business website. It’s a win-win.
3. Blogging helps convert traffic into leads.
Now, the new visitors are coming to your website, you started seeing the benefits of blogging – that’s fantastic! Even better, through blogging, you have an opportunity to convert that website traffic into leads.
You need to think about what you want people to do when they read your blog posts and somehow make them do it. This is called ‘lead generating‘.
The way this works is straightforward:
Just add a lead-generating call-to-action to every blog post.
These calls-to-action lead to things like downloading free ebooks, fact sheets, webinars, discount codes, or any content asset for which someone would be willing to exchange their information (usually an email address and name). They are often also called ‘freebies’.
Your call-to-action can be in a form of a pop-up, a button on your page, a link in the blog post etc. This way you ‘tell’ your audience what you want them to do (maybe join a newsletter), and in exchange, you share some ‘freebie’ with them, or send them weekly business advice straight to their mailbox. This in return helps you stay in touch with your visitors, which builds trust and can potentially convert them into your customers.
4. Blogging establishes you as an industry leader.
If you consistently create valuable content or articles for your target audience, it’ll establish you as an industry leader or authority in their eyes.
The best business blogs answer common questions their readers and customers have.
What do you normally do when you’re interested in a topic, or a product and want to find out more about it? Yes, you Google it and read multiple blog posts on the topic.
Like most users, when you find the article useful, you search the website for more details about the author and what they do. Am I right?
This is how people get to know you and your business through your blog.
Can you imagine the impact of sending an educational blog post you wrote to clear things up for a confused customer?
At the end of the day, we write blog posts to help our visitors solve some problems and you can establish yourself as an expert in your field if you write useful and quality content.
Your visitors are more likely to buy your products or use your service if their questions have been answered in your blog posts.
Even before they made a purchase, they have some level of trust in you, because instead of a generic business facade they had a chance to see a human in you through your blog posts!
Someone who has been reading your blog posts will typically enter the sales funnel with more knowledge of your products and services, your place in the market, and your industry. That makes for a far more productive sales conversation than one held between two relative strangers.
If you want to find even more benefits of blogging for business, read on.
5. Blogging drives long-term results.
Wouldn’t that be fantastic to take a holiday trip, go to the gym, or play with your kids for as long as you want, and still be able to drive traffic to your site?
Good news, though! This is a benefit of blogging that is so worth the time that you put into writing it.
Your blog sends traffic to your website no matter if you’re on holiday relaxing on the beach or treating yourself to some well-deserved lie-in on a Sunday morning.
Here’s what I mean:
Imagine you sit down for an hour on Sunday to write and publish a blog post. Let’s say that blog post gets you 100 views and ten leads on Monday. Every day your new post generates some more views and more leads. The effort you put in that Sunday can turn into hundreds of thousands of views and leads in the future.
This traffic is not going to last for a short while, because the more people visit your blog the higher you rank in search engines – which means more visitors again!
Can you see what I mean? Time, patience and some writing skills together can create a marketing strategy that works for your business 24/7!
I recommend you also write evergreen blog posts that are continually relevant and stay “fresh” for readers over a long period.
Now, if you don’t really know where to start, I’m going to tell you that starting a blog is the easiest thing, keeping it going is more challenging and will require some time and commitment.
There are tonnes of resources online that can help you start your business blog.
I assume that you already own a website, which can be a home for your blog page.
All you really need to start is your own domain, web hosting and a platform, like for example WordPress, and you can start even tomorrow.
I hopefully demonstrated the vast benefits of blogging for your business.
While you might not see immediate results, over time, you’ll be able to count on a predictable amount of traffic and leads for your business without any additional resource investment — the work to generate that traffic and those leads are already done.
Do you run a blog?
Share your blog address in the comments below – I would love to visit! 🙂