Business blogging, as defined by Hubspot
”is a marketing tactic that uses blogging to get your business more online visibility. A business blog is a marketing channel (just like social media, direct mail, email marketing, etc.) that helps support business growth.
Website Traffic & SEO = SALES
Blogging is perhaps the number one way to increase your website traffic without spending money, thus increasing your leads. By increasing the number of blogs you are writing per month, you will increase your web traffic and get more traffic on top of what you’re already getting! How? Well, by using the keywords that you have identified in your SEO research and strategy, you can increase your search ranking by using those keywords in more places on your website, and more frequently. You should be using the keywords outlined in your SEO strategy throughout your website, but the more pages you can use those keywords on the better. Yes, it is true you could just run PPC and search campaigns which means you are paying for traffic by placing tons of paid ads, but this is the expensive route. The way you are going to see a higher ROI on your efforts is by blogging, which ultimately is free!
Audience Connection & Leads
As mentioned above, each post is a new opportunity to generate new leads which means potential sales. By frequently posting blogs, you are connecting with your audience and providing them with the information they are looking for. In your SEO strategy, you likely researched your target audience’s search intent, and with that, you identified what types of blogs your top competitors are ranking for/ your target audience is looking for. Additionally, when you have commenting allowed on your blog posts, this is a great time to analyze your customers’ responses and find content for future blogs. Through commenting you are also able to engage with any negative comments or remarks and provide your audience with a reason to trust your brand or business by responding in a calm and effective manner. Additionally, by posting frequently with the information your audience needs you are positioning your brand/business as an industry expert which will generate an increase in your traffic-to-lead conversions. Why? You are answering questions your target audience had before they even knew they needed to ask them, proving you are invested in your audience/ customer relationship.
Authenticity & Authority
We gently touched on this above, but it is worth mentioning twice. When you are publishing blogs and thinking about your next blog topic, be sure to answer common questions that your leads and customers have. By answering their questions you are positioning yourself as an industry expert, showing that you are educated on your place in the market and your industry, showcasing what you have to offer and that means more sales generation on your end. You never want to leave your audience guessing and the more questions you can answer, the more likely you are to convert that lead into a sale. Additionally, business blogging offers employees an opportunity to pull content, ideas, and know-how from old blogs. We like to refer to blogs as evergreen content as you will see long term results from blogging. For days, weeks, months, and years to come, you can continue to get traffic and leads from one blog post. Additionally, when it comes to blogging, most of your sales will likely come from your older posts.
The long and short of it is that blogging is good for your business no matter which way you look at it, and essentially is a great way to advertise your company without paying big $$ for advertising. That’s not to say that using both methods paired together is not a good idea, but if you want to be in front of more of your audience without paying for it, business blogging is the way to go!