It is easier running a business if you can find innovative and effective ways to market your products.
It is no secret that in today’s digital age the best and easiest way to attract new customers is by building and expanding your online presence. If you own a business already, you must have asked yourself if creating a blog would be worth your time, money and effort.
The short answer is yes, absolutely!
Although blogging can take up some of your time, it is a relatively easy and inexpensive way to enhance your marketing efforts, drive more traffic to your online store and establish your brand as an industry leader.
According to some statistics produced by Hubspot, 57% of the businesses that added an active blog to their site reported to have gained more customers. In this same study, 81% of companies say that their blog has been a critical part of their revenue growth.
What exactly are the benefits of a business blog with respect to marketing and revenue?
Drives Traffic To Your Website
Every serious business today has an operating website promoting their products or services. But exactly how often are these pages updated? Blogging helps in adding fresh content.
It is important to constantly update your website, and blogging is the direct solution to this need. Every time you publish a new blog post, it becomes one more indexed page on your website.
The more posts you create, the more pages are indexed, and the more traffic to your site you may get, especially if the posts are diversified and relevant to your business. The more indexed pages you have, the more opportunities to show up in search engine results and drive potential customers to your website.
Blogging tells search engines like Google and Bing that your website is not just a floating boat in the world wide web, but an active Internet property offering valuable content to readers. This signals search engines that your site is active and liked, and that they need to check it often for new content.
Publishing blog posts and articles regularly can also help you get discovered and stay active in social media channels. Every time you write a compelling article and share it in your social accounts, there is a chance your fans share it as well with their friends, potentially making it go viral. This will expose your products or services to a larger audience that can become your next clients down the line.
Blogs Can Convert Into Leads
First, let us define what a lead is.
In online marketing, “lead generation” is the initiation of consumer interest or inquiry for the products and services offered by a business. Leads can be generated by techniques like building a mailing list, collecting emails for a newsletter subscription, online PPC ads and SEO campaigns.
Just as every new blog post is another opportunity to get noticed by the search engines, a new post is also a bridge for you to generate new leads. That is why you can add some call-to-action in your posts, as your posts not only offer free information to the reader, but also the possibility to enter a business transaction or make a purchase.
These calls-to-action are often added to online content as offers for free trial, info webinars, tutorials, e-books, survey or fact sheets. Typically online businesses offer an enticing piece of information in exchange for their readers’ email information, so that they can be added to their emailing list.
You can offer a free ebook in exchange for a visitor’s name and email address. You can then use this information for later marketing campaigns, when you have a new product or if you run a promotion. This will certainly raise interest in your emailing list.
Position Your Business As An Industry Leader
Posting well written articles that resonate with your audience shows your are an expert in your field. This can demonstrate your business as an industry leader and gain the trust of many consumers.
Take runnersworld.com as an example. Runnersworld initially started as a “Distance Running News” site and later morphed into an international publication. And because they had established an active blog posting informative articles under diverse categories, they managed to define themselves as one of the leading information go-tos for running athletes.
With the sponsorship they have nowadays, we know this business is very profitable by now, and this is not in small part due to their blogging activity.
Builds Customer Relationship
Blogging is another way for you to improve your relationship with your customers. You can easily update them about promo discounts or anything interesting happening within your company. Consumers like to be informed and will appreciate any informational resource that they can use later on.
Additionally your clients can leave their comments and interact with you at a personal level. This makes it convenient for them to inquire about your published information and possibly ask additional questions about your products that you can respond to directly on the blog.
In conclusion, building a website is not enough. By consistently publishing informative and well written blog posts, you shall establish yourself as an authority in your industry, drive potential customers to your website and develop a stronger consumer-buyer relationship. Hence blogging must be part of your marketing arsenal for a greater success online.