We’ve lost count of the number of times business owners have asked: “What’s so important about business blogging?” So much so that we’re incredibly well versed in our answer.
So, we decided to write a blog, and try to explain the reason why business blogging plays such a critical role in inbound marketing, and detail its benefits.
We hope it helps…
If you’re a business owner or responsible for marketing a business, we’ll bet you want these three things…
- More business to your website
- Visitors to stay as long as possible on your website
- Visitors to turn into leads
Lucky then, because these are the fundamental benefits of blogging.
But what exactly what is a business blog?
Before we go any further, it’s probably a good idea to first provide a quick explanation of what a business blog is.
- A blog post is a short form piece of writing posted to your website’s “blog”. This is simply the place on your website where you house all of your posts.
- Business blogs are concerned with subject matters that are related to your business. Not simple ‘sales speak’, business blogs should position you as an expert and hold your reader’s attention.
- The aim is to help people find your products and services via the internet.
- This happens because your business blog increases your online visibility, meaning you are easier to be found for the right reasons.
- Google loves blogs. Its search algorithms recognise and reward businesses producing high-quality and relevant content.
- Think of a business blog as a vital marketing channel. Other marketing channels include direct mail, social media or email marketing.
- A blog’s job is to drive traffic to your website, and then help to convert traffic to leads. These leads can then be passed further along the sales process to the sales team, or direct into an online transaction.
Now, back to those benefits…
1 // More business to your website
There are lots of ways potential customers could find your business website, let’s look at the 3 most common.
Firstly they could come direct by physically typing your web address into their internet browser, or being directed via a link. Perhaps they took a note from your brochure, received an email because they are included within your database or they saw your van signage. That’s great, but they cannot be considered a ‘new’ audience. You already had them.
Secondly, you could invest in digital advertising. But this is expensive, and not an effective long term strategy.
Thirdly there’s business blogging. By far the most effective. Why? It is proven to drive totally new traffic to your website, and it works together with search engines and social media to achieve that.
2 // Visitors to stay as long as possible on your website
The truth is that the longer a visitor stays on you website, the more engaged they become, and the more likely they are to become a customer.
With this in mind, to benefit from business blogging you need to ensure that your content helps, informs, entertains and engages the community rather than pushing products.
Put yourself in the position of your reader…
Consider the problems they might be facing. Think about the information they might be searching for. Ask yourself; “How can MY content be of benefit to them?”
You can also try these tactics to really benefit from business blogging;
- Link your blogs, to create a seamless flow of valuable information.
- Stay clear, rather than creative in your titles. This is because too much clever wordplay etc. can get in the way of search engine success.
- Be clear what your article is about, and make sure that straight forward communication is the priority.
- Use sub-headlines. Break up your sections into bite sized chunks.
- Use short sentences and paragraphs. Be punchy.
- Learn to love lists. Bulleted or numbered, we’re not fussy.
- Make things interesting with images, or even video and infographics.
3 // Visitors to turn into leads
Now comes the part that the sales director loves. The chance to turn your new website traffic into actual sales leads.
To achieve this you should include calls to action (CTAs). Think of this as a swap. You give something of value, and in return you receive the visitor’s personal information and earn inbound links to improve your search engine rankings.
Perfect FREE give away ideas:
- Fact sheets
- Product or service trials
- Discount or voucher code
Things to bear in mind:
- Your end goal should always be to have visitor’s purchase, leave their precious personal information, or both.
- And, don’t forget to nurture those leads. Follow up CTAs with a ‘thank you’, helpful advice, or a relevant offer to get closer to a sale.
- Aim for 100% of your business blog posts to include a CTA. It’s the only way to ensure that the precious time spent creating blog content, results in leads for your sales team.
TOP TIP – Make sure you create plenty of evergreen blogs. These blogs are not time or date sensitive, and will continue to deliver fresh leads for months, and often years into the future.
As you can see, business blogging has the potential to be an incredibly effective marketing tool. Follow our SME guide and you’ll start to see not only website visitor numbers increase, but dwell time and sales leads increase as a result.
If you’re looking to start a business blog, but could use some help, get in touch.
Here’s some useful links:
- Marketing Week reports that blogging will be the cornerstone of more valuable social content for brands
- The marketing Donut goes into detail about how blogging can help sales conversions
- The Guardian’s Business Team created this handy guide to business blogging