First off, lets set the ground rules … when you’re blogging for business, your blog posts are about a particular subject matter related to your business. For instance, my business is related to getting you found online. Blogging is part of that, so I’m blogging about blogging! (is that cheating!?). Your business blog will talk about subject matters that are related to your business.
So why should you bother blogging? Well, it’s a lot about online visibility, and I’ve outlined the top three reasons to start a business blog below, what this means, and how it works;
1) It helps drive traffic to your website.
We all want more visitors to our websites, but how are they going to find you?
- They could type your name right in to their browser. Direct traffic usually knows about you, so those are existing or ‘aware’ visitors.
- Paying for traffic is an alternative. A well-constructed and managed AdWords campaign can work wonders, but when you stop paying, you largely stop receiving the traffic.
Enter, stage right, Blogging. In short, if you want largely free traffic, blogging, social media, and search engines are the way to go. Here’s how it works;
Most of us don’t have many pages on our website, and most of those pages are fairly static (you don’t change them very often). Well, blogging helps solve both of those problems.
Every time you write a business focused blog post, it’s a new page to be indexed on your website, which means it’s one more opportunity for you to show up in search engines and drive traffic to your website in organic search.
Also, blogging also helps you get discovered via social media. Every time you write a blog post, you’re creating content to share on Social media, which in turn may be shared on, which helps expose your business to a new audience that may not know you yet.
Blog content also helps keep your social media presence going. You strengthen your social reach with blog content and driving new website visitors to your blog via your social channels
So, the first benefit of blogging? It helps drive new traffic to your website and works closely with search engines and social media to do that.
2) It helps convert incoming traffic into leads.
Getting traffic to your site is always difficult, but now you have that stream, you have an opportunity to convert that traffic into leads. The way this works is really simple: Just add a lead-generating call-to-action to every blog post.
Often, these calls-to-action lead to things like free ebooks, free whitepapers, free fact sheets, free webinars, free trials … basically, any content asset for which someone would be willing to exchange their information. To be super clear for anyone unfamiliar with how traffic-to-lead conversions work, it’s as simple as this:
- Visitor comes to website
- Visitor sees call-to-action for a free offer
- Visitor clicks call-to-action and gets to a form for them to fill in with their information
- Visitor fills out form, submits information, and receives the free offer
When you get to the end of this blog post, you might just find a call to action ?
3) It helps establish authority.
The best business blogs answer common questions their leads and customers have. If you’re consistently creating content that’s helpful for your target customer, it’ll help establish you as an authority in their eyes.
“Establishing authority” is a fluffy metric — certainly not as concrete as traffic and leads, but it’s pretty powerful stuff. And if you need to tie the impact of blogging to a less fluffy metric, consider measuring it the same way you measure sales enablement. Because at the end of the day, that’s what many of your blog posts are. Think about the sales enablement opportunities blogging presents:
If prospects find answers to their common questions via blog posts written by you, they are much more likely to come into the sales process trusting what you have to say because you’ve helped them in the past.
Prospects that have been reading your blog posts will typically enter the sales process more educated on your place in the market, and what you have to offer. That makes for a far more productive sales conversation than one held between two relative strangers.
4) It drives long-term results.
Let’s say I sit down for an hour and write and publish a blog post. Over the next couple of day it may get me 2-300 additional visits to my site, a few more ‘likes’, ‘followers’ and subscribers, and perhaps a handful of leads. However, after a couple days, most of the fanfare from the post dies down.
But that’s not the end of the story — this blog is now ranking in search engines. That means for days, weeks, months, and years to come, I will can continue to get traffic and leads from this post.
In fact, statistically, about 70% of the traffic each month goes to posts that weren’t published in the current month. They come from old posts.
Blogging is scalable … 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.
I specialise in in helping companies get found online, and one of those techniques is writing business blogs. I can manage the blog writing process from inception to creation and distribution. Get in contact if you’d like to find out more