It can be hard to make your business stand out from the crowd in today’s busy digital marketplace. You know that you need to grow your online audience and find ways to connect with your target consumers, but with so many marketing channels to choose from, you may have difficulty deciding the best course of action. Have you ever thought about blogging for business?
Many small business owners don’t realize the benefits of a blog on their website. Blogging for business is an effective way to boost online visibility and build relationships with your target audience. By consistently publishing quality content on your business blog, you are able to provide more value for leads and customers, which can in turn lead to improved conversions, higher sales, and better customer retention.
Business blogs provide a variety of benefits for businesses that want to improve reach and boost sales.
Here are just a few ways that blogging for business can help your organization drive more sales over time:
Consumers find value in reading business blogs.
People love reading blogs. Whether they are reading to learn how to solve a specific problem, figure out how to do something, or just to stay informed about a certain topic, U.S. consumers find blog content valuable.
Don’t believe us? Just look at the increase in blog readership over time:
More than half of internet users read blogs on at least a monthly basis, and this number continues to grow.
There’s no question that consumers have many options when it comes to spending time online. From watching their favorite TV shows to Tweeting at their friends, internet users have to decide where to spend their time online. It is significant that many of those users spend time each month reading their favorite blogs. This suggests that consumers find blog content useful and get some sort of value from the blogs that they read.
If you want to engage your consumers and get them to listen to what you have to say, you’ll need to ensure that your business blog content provides some type of value. This means going beyond conventional marketing messages touting your brand as the best, and instead writing about what your consumers find most important.
If you want your blog content to add value for readers, you need to ensure that your content is well-written, researched, and reliable. If you do not have someone on your team that is able to produce quality written blog content, you may want to outsource this work to a digital marketing agency that can ensure every piece of content you produce is valuable for your target audience.
Helpful blog content can influence conversions.
Another way that blogging for business can impact your company’s sales is by helping you influence conversions. Turning visitors into leads and leads into customers is no easy task. However, your business blog can help do a lot of the heavy lifting that is required in helping ease customers through the marketing funnel.
The key to influencing conversions through your blog content is knowing your audience. This means that your business should write about the topics that your target consumers find most valuable. Rather than discussing topics that you may find interesting, consider what is important to your audience and what they need to understand before they can convert.
Knowing your audience also helps you write in a way that will appeal to your target buyers. For example, if you sell a highly technical product or service but your customers are not tech experts, you’ll want to explain topics in a way that they can understand. Similarly, you’ll want to consider the tone of your blog content and adopt a voice that’s appropriate for your audience.
Another consideration when using blog content to influence conversions is how you will engage consumers throughout the buyer’s journey. Though your end goal is a conversion, you need to engage customers at each step in the marketing funnel if you want them to move from visitor to lead and lead to customer.
Keep in mind that someone in the awareness stage who has just begun to discover that they may have a problem will need different types of blog content than those who are at the decision stage. Here’s a brief look at what that means for your business:
- Top-of-funnel: Top-of-funnel blog content should focus on your target audience’s pain points and work to explain and address their greatest challenges.
- Middle-of-funnel: Blog content aimed at the middle of the funnel needs to focus on helping consumers understand potential solutions to their problems.
- Bottom-of-funnel: Bottom-of-funnel content offers the final push to conversion will focus on why your brand is the best option to help consumers solve their greatest challenges.
If you want to leverage your blog to influence more conversions, you will need to be consistent with your blogging for business efforts. This not only means updating your blog on a regular basis but also posting new content often. In fact, surveys show that blogging frequency can impact customer acquisition rates.
The more often you post to your business blog, the more likely you will be to acquire new customers through your blog.
The consumer likes to see lots of great content that they can read and learn from, but it’s also important to note that search engines also like to see frequent blog posts. The more posts you create, the more pages of quality content you have for search engines like Google to scan and index. (But we’ll talk a little bit more about that in the next section.)
Though the chart shows that those who post new blog content multiple times a day have the highest customer acquisition rights, this isn’t necessarily feasible for small businesses with limited resources and budgets. However, HubSpot found that companies that posted 16 or more blogs a month (4 per week) experienced 3.5x more traffic than those who only published new blog content 1 to 4 times a month.
Blogging for business drives more traffic to your site.
Every modern business is looking for new ways to drive more traffic to their website. Though there are paid strategies that can help you do this, such as PPC ads and Google Display ads, the goal is to maximize the amount of organic, or free, traffic that you drive to your site from search engines like Google. This is especially important for small business that are working with limited digital marketing budgets.
The only way to boost organic traffic is to focus on proven search engine optimization strategies like blogging for business. Each time that you create a new blog post on your company site, you are adding to the number of indexable pages that your website has. This basically means that you are creating yet another opportunity for your brand to show up on the search engines and rank higher on the search engine results page (SERP).
Blogging provides a variety of search engine optimization benefits for your company’s website.
In addition to creating more indexed pages, blog posts also improve your opportunity to receive more inbound links. These are links to your content from other sources. Inbound links improve your SEO and also increase your chances of being discovered by visitors to other sites.
Search engines are not the only place that you can work to drive more organic traffic back to your site. Social media platforms like Facebook, Twitter, and Instagram also provide your business with new opportunities to drive traffic back to your site. In addition to sharing your blog posts on your company’s social media channels, you should also encourage your fans and followers to share the content with others who might find it valuable.
It’s important to note that not all of your blogs will drive steady traffic over time. However, according to WordStream, 1 in 10 blogs are compounding. This means that organic search traffic for these blogs continues to increase over time. The more consistent, quality content that your business blog publishes over time, the greater your chances of creating a compounding blog post.
To maximize your blog’s potential, be sure to monitor analytics to see which posts are most popular and generate the most engagement over time. Then, you can continue to update and optimize these posts for better reach to encourage continued traffic. Also, consider the topic and other elements such as the title, imagery, and CTA so that you can test new types of content to maximize reach.
Blog content helps build trust within your target market.
Building relationships with leads and customers is a vital part of increasing conversion rates and influencing repeat sales. Blogging for business is a great way to build trust within your target market and work to support and grow these customer relationships.
Not only are majority of U.S. internet users reading blogs, but they tend to trust the information they find there.
The main reason why blogging is such an effective relationship building tool is that blog content has the ability to provide real value for consumers. Unlike traditional marketing that directly tells consumers to buy something, blogging helps consumers understand why they need the product or service and how it can add value in their lives.
Business blogging helps your brand build authority. By providing quality content that offers valuable insight and information on important industry topics, your business can work to show consumers that your business is knowledgeable and experienced.
It takes time to become an authority in your industry through thoughtful leadership content. But the payoff can be significant. The more reliable and helpful information you post to your blog, the more likely your audience will be to trust your business and turn to you when they are finally ready to make a purchase.
Business blog content also helps encourage engagement with your brand, which is a sign of trust. When you help consumers better understand their challenges and needs through quality blog content, you encourage them to speak directly to your brand when they need a solution. In the end, if they trust your business, they’ll be more likely to buy from you now and in the future.
How a Digital Marketing Firm Can Help
Many small businesses don’t have the team member in-house to create quality blog content. That’s why so many companies choose to partner with a digital marketing agency for business blogging. There are a number of ways that a digital marketing firm can help improve your blogging for business:
- Improve Consistency – One of the biggest reasons that most business blogs fail is that brands are often not consistent with their publishing schedule. By working with an agency, you can make sure that your blog is updated on a consistent basis.
- Increase Frequency – Many small businesses don’t have the resources to produce as many blogs as they’d like to. Working with a digital marketing agency allows businesses to increase the frequency of their blogs and create more opportunities to drive more traffic back to their site.
- Leverage Talent – Some businesses simply don’t have someone on their team with the talent or skillset to write quality blog content. Working with an agency helps you create better content by leveraging the talent of professional content writers.
- Save Money – Instead of hiring a new team member to help write blog content, you can get more for your money by working with an agency. An agency like LYFE Marketing that provides comprehensive content marketing services can help you maximize your marketing budget.
- Get Results – Another important part of maximizing the benefits of your business blog is measuring and tracking blog analytics and then using this data to improve your content. An agency employs data experts who can help you make strategic decisions about blog content.
Still not sure how an agency can help you improve your business blogging efforts? Check out our content marketing services page for a better idea of how we work with clients to drive better results through their blogs and other types of digital marketing content.
Blogging for business is a great way to improve your reach online and build stronger relationships with your customers. The more quality content that you produce over time, the more opportunities you have to reach new leads and influence more conversions. Though blogging takes time to work its magic, it pays off in the end by helping your business drive both new and repeat sales over time.
Need help with your business blog? Our content marketing experts can help you build your brand blog and fill it with quality content that adds more value for your audience. Contact us today to find out how we can help you drive more sales through your business blog.