Updated: Jan 23, 2021
A Guide To How Small Businesses Can Benefit From Adding Business Blogging To Their Marketing Strategy
I sell products, not services. Is Business Blogging Worth My Time?
Over the past decade, blogging has gotten a bad name. Each month, more than 70 million blog posts appear on Wordpress alone. These blog posts aren't just angsty teenagers and travel writers. Blogging for business is becoming an increasingly popular tool for online marketing and more than ever before, business blogs are on the rise.
A blog is a valuable tool on any website that sells a product or service. It is a platform to connect with your target audience and attain website visitors from new places. With a little search engine optimization, your content will start pulling traffic in from search engines in addition to via social media. Once these visitors have found your blog, they can be turned into leads that you can eventually turn into new customers. Even if you are selling printed tees, I guarantee that there are multiple ways your business would benefit from a blog.
Blogging in business is about more than sharing blog content that people like. When used properly, it is a great form of content marketing that can be geared towards achieving your business goals.
Here are six reasons to start blogging for business now.
Rank on Search Engines For Your Target Keywords & Increase Your Website Traffic
You don’t need to be a marketing expert to know that content drives traffic. The mysterious Google algorithm crawls your site for relevant keywords and ranks your site accordingly. The more relevant content your site contains, the more opportunities Google has to rank you. If you landed here by searching for a term like "business blogging" or "blogging for business", it is proof that my content marketing strategy is working. Blog posts like mine are driving millions of website clicks per day by including the keywords and terms that people are searching for.
When it comes to keyword inclusion, it is often the case that there just isn't enough room on your website to write relevant content that contains all of the terms you need it to. Packing your home page with keywords often results in content that reads like it was written for search engines, and not for customers. Obtaining website visitors is great, but there’s no point in getting traffic if your copy is not powerful enough to convert site visitors into paying customers.
Instead of cramming your home page and "About Me" section, create a business blog where you can share great new content that is filled with the keywords you need to get your site ranking. A blog is a platform where you can include a mix of long-tail and LSI keywords without sounding copy hacked. Crucially, it is a chance to drive traffic without compromising the voice of your brand.
This is just one reason why business blogging ought to be an invaluable tool in your content marketing strategy.
Improve Your Social Media Strategy By Creating Content That Informs, Educates, and Gives People a Reason To Share
Writing a blog for a website is not like posting a caption on Instagram or a lengthy post on Facebook. When people are reading your blog post, they are already on your website. This makes them warmer leads than a person who reads and likes one of your posts while scrolling through their feed.
Business blogging also gives you unique, valuable content to share across your social media pages. Posting photos of your product or service can be a great way to showcase what you are doing. The trouble is, people do not tend to share photos of products if they come across like ads. People also won't share your new blog articles just because you have asked them too. It is far more likely that people will share a blog post if it provides them with great content that is genuinely educational or entertaining.
Effective social media strategy depends on a lot of factors, but one of the most important factors is whether or not the content you post provides genuine value to your audience. Sharing great content is how you start gaining fans of your online brand rather than collecting followers who are only interested in a follow back.
To write killer blog posts, it is essential that you first understand the interests of your target audience. If you are a fashion retail site, it is unlikely that your audience will respond well to an article about looking after rare and exotic plants, even if it's a key term you could probably rank for. Instead, you could post about the latest trends or share a guide to dressing for your body type. If you sell pet accessories, you could write about choosing products for your dog’s personality based on their breed. Effective marketing comes down to understanding your audience and providing them with something of value. This is true for social media, email marketing, and of course, blogging for business.
When developing blog content, engage your imagination and think about what your potential customers would genuinely benefit from reading. Great content inspires people to follow your brand, engage with your posts, and share your website with their friends. If your marketing strategy relies on social media rather than search engines, it is even more important that the content you create is truly great.
Grow Your Email Subscription List & Convert Site Visitors Into Warm Leads and Then Future Customers
If people land on your blog, more often than not, it is because they are interested in the topic you are writing about. Given that every blog post you write should relate to your business, you can be pretty confident that blog popularity equates to interest in your line of business and brand.
People that are interested in the things you are writing about are potential leads. By engaging with your blog content, whether they know it or not, these people have acknowledged that you are a brand that posts content they care about. That makes these people ideal candidates for leads that you can guide along the marketing funnel and convert into paying customers.
To convert traffic into leads, make sure that you end every blog post with a call to action (CTA). This is an instruction that prompts readers to take any action that moves them closer to the point of purchase. If you don't have a CTA at the end of your blog post, too much of the traffic you have gained will be wasted. Even if people are interested in you and your brand, they won't know how to follow up and find out more.
A popular CTA is a sign-up button for an email newsletter. If people love your content, they will probably be interested in receiving more of it. They are probably even willing to hand over their email address in exchange for the occasional email announce a new blog post or product launch.
Your CTA does not have to be linked to email marketing. You can create leads from your traffic by triggering any action that keeps people thinking about your brand. Common CTA's include options to social media shares, instructions to leave a comment in the comment section, or links to other parts of the website.