Business blogging benefits and is it really worth it?

Business blogging benefits and is it really worth it?

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If you run a small business, chances are you are wondering if blogging is worth the time and effort. The short answer is a resounding YES! A lot of small businesses are not aware of the benefits of business blogging.

Business blogging on a frequent basis is a relatively easy, inexpensive way to drive targeted traffic to your website, enhance your inbound marketing efforts, and attract more customers. When done properly, it’s an easy way of hitting a whole lot of birds with just one stone.

It’s also a direct way to build relationships with your target audience by publishing quality content that provides value for leads and existing customers. This, in turn, leads to improved conversions, more sales, and higher customer retention.

Still not convinced? Take a look at this infographic:

According to a HubSpot inbound marketing report, 60% of businesses that have a blog acquire more customers. That’s a big percentage! For businesses that want to boost sales and improve reach, the benefits of business blogging are undeniably huge.

Ever wondered why almost every single one of your competitors has a blog on their website?

The reason is simple, they are aware of the benefits of business blogging and they are reaping its rewards. Otherwise, they wouldn’t be blogging consistently for years…

If you still don’t have a blog on your website, you should definitely consider adding one right now. It’s very much a case of “get a blog or get left behind” because the advantages of blogging for your business are so huge that without one you’re missing out on a whole bunch of tricks that your competitors are taking advantage of.

And they’re overtaking you in the marketplace because of it. I guarantee it.

If you’re still in doubt, here are just a few reasons why your business should be blogging, and how it can help you drive sales.

Your Customers Find Blogs a Valuable Read

According to Techjury, 77% of the people using the internet are regularly reading blogs, and this number is constantly growing.

People love reading blogs, including your potential clients.

Valuable blog content creates a two-way conversation with your audience, and consumers read them because they want to learn how to solve a problem, find out how to do something, or simply stay informed about a topic they find interesting.

People find blogs valuable, there’s no question about it. There are numerous options available when it comes to how people spend their time online, and a significant number of them are choosing to spend time each month reading blogs.

You can use this to your advantage.

Blogs can engage your potential customers and make them listen, but you must ensure that your content is valuable. Instead of marketing messages that express how brilliant your brand is, offer content that your consumers find useful.

Offer them the chance to interact with you and your business. Make it personal. Make it feel like you’re speaking to them specifically. According to Seopressor, “writing formally is a costly yet common mistake that businesses make”

You also need to make sure that your blog content is well-researched, well-written, and reliable.

Not everyone has a writer on their team that is able to produce the kind of quality blog content you need, but you can easily outsource the work to a content writing agency or freelance writer who specializes in writing blog posts.

This will ensure that every piece of content is valuable and achieving what you want it to.

You Can Influence Conversions with Helpful Blog Content

It’s certainly not easy to turn visitors into leads and leads into customers. But blogging can quickly become a huge part of your business’s marketing strategy to help guide customers through the marketing funnel.

The key to using your blog content to influence conversions is a simple one.

Know your audience

It doesn’t really get much simpler than that. 

Once you know your audience, you can write content that your target customers will find valuable.

A lot of people have personal blogs where they write about things that interest them, and while this is all well and good for finding people with similar interests, that’s not what your business blog is about.

Your business blog is there to generate traffic that you can convert into leads.

Write content that your audience will find interesting. Offer them the valuable content they want to read.

Knowing your audience helps you to do this because you’ll know how to write in a way that will appeal directly to your target consumers. You can speak to them directly, using a tone and voice that makes the whole blog post seem like it’s been personalized to them specifically.

For example, if you sell a product that’s very technical but you know your target readers aren’t tech experts, you can write posts that explain things in a way that’s easy to understand.

Blogging is your company’s direct communication channel, allowing you to engage with clients in a meaningful way. It also gives your business a voice. You can let your personality shine and easily show your potential clients what your business is about.

It’s a way for people to get to know your business.

Here is a detailed guide by Mindy Weinstein on how to know your audience to master your marketing campaigns, published on the SearchEngineJournal, which is one of my favorite learning sources.

Convert your blog visitors into customers!

The end goal is a conversion, and blogging is a great platform to guide consumers through every step in the marketing funnel.

Depending on which stage of the funnel a consumer sits, they’ll need different blog content in order to still find it valuable. Here’s a quick rundown of what that means:

  • Top of Funnel – Blog content here should focus primarily on the pain points of your target audience, explaining and addressing their biggest challenges. This is to build interest, showing them you’re aware of their problems and that you have solutions.
  • Middle of Funnel – Blog content here should focus on helping consumers understand the solutions that you can provide.
  • Bottom of Funnel – This is the final push to conversions, and the content here should focus on why your business is the best option for consumers to solve their biggest challenges.

If you want to learn more, Getgist.com published a great post by Stefan Des on How to convert website visitors into customers.

More blog posts mean more clients

If you want your blog to influence more conversions, the key is consistency. Blog for business reasons, not for personal ones. You’ll need to be updating regularly and always posting new, interesting content.

Surveys have shown that blogging on a more frequent basis has a big impact on the rates of customer acquisition. So don’t just blog once a month or whenever you think of something interesting!

The image above shows that blogs who are posting content a few times a day are getting the best acquisition rates, but obviously, this isn’t feasible for a lot of smaller businesses.

According to HubSpot, companies that post at least 16 times a month get 3.5x more traffic than ones who only post 1-4 times a month. Aim to publish around 4 posts a week to get the most out of your content.

Your customers like to see a lot of great content on your blog, but search engines like it too. The more you post, the more likely it is for search engines like Google to scan and index your website, meaning more visibility and a better chance that new people will find your business!

How good does that sound? And it leads us quite nicely to the next point…

Business Blogging Will Drive More Traffic to Your Site

Every business, regardless of how big or small, wants to drive more traffic to their website. Everyone wants more visitors, that’s pretty obvious. But have a quick think about the ways customers will be able to find your website.

They can type your name right into the browser or search engine. But you already have those visitors; they already know about you. That doesn’t help you get more traffic.

You could pay for traffic by placing a load of paid ads, but that’s expensive, and once your money runs dry your traffic will quickly follow.

Primarily, businesses want to maximize the amount of free traffic that comes from search engines like Google or Bing, especially if you’re a smaller business with a limited budget for digital marketing.

Business blogging is a proven strategy for search engine optimization, and it can help to boost organic traffic on your website.

Every time you publish a new blog post, you add another indexable page to your website, which is one more opportunity for your website to show up on search engines and rank higher on the search engine results page.

As well as adding more indexed pages, blog posts will also improve your ability to receive more backlinks. Backlinks are links to your content from other sources – they improve your SEO and make your website more discoverable by people visiting other sites.

If you write a blog post that someone else finds relevant to their own blog post, they may provide a link to you on their website. That means people who are interested in the subject may just click that link and end up on your blog.

Voila! A brand new lead. As easy as that.

If you want to learn more about driving traffic to your blog, here is an awesome post by Bill Widmer on How to Increase Blog Traffic in 2019.

More shares mean more views!

Another way blog posts help drive more traffic is because they are, by nature, easily shareable.  

Social media platforms like Facebook and Twitter can offer great opportunities to drive traffic to you, so not only should you be sharing all your blog posts to your social media channels, you should be encouraging your fans and followers to share it, too.

That way your content will reach even more people who may find it useful and decide to head over to your website to see what you have to offer.

The more consistent, valuable content you publish on your business blog, the greater your chances of your blog compounding over time. This means that organic search traffic will continue to increase.

According to WordStream, 1 in 10 blogs are compounding. Yours could be one of them, too.

You can maximize your potential by monitoring analytics to see which of your posts are the most popular and are generating the most engagement, allowing you to optimize your content based on what your readers want to see. Test out new types of content too, experimenting with elements such as titles and images so you can maximize your reach.

BloggingWizard published an awesome guide Adam Connell on increasing social shares:

How To Get More Social Shares: The Definitive Guide For Bloggers

Your Blog Can Convert Traffic into Leads

Your blog is a great way of bringing traffic onto your website, but it’s also a great way of converting that traffic into leads.

How? I hear you ask.

You want those blog posts to work for you, right? They do this by incorporating lead-generating calls-to-action, and you’ll add one to every blog post you publish.

Calls-to-action usually lead to free things like ebooks, webinars, trials, etc. They’re basically offered as an exchange – the consumer gives you their contact details, and you give them something that they will find useful.

Not everyone will respond to your call-to-action, and that’s okay! Set yourself a monthly goal and try to improve on it each month.

Every contact that you add to your subscription list is one step closer to becoming a paying customer.

And that’s really what it’s all about.

I’m a huge fan of Neil Patel and his blog. In this post, he shares with us 10 tips to capture email leads without disturbing your visitors.

Business blogging Can Help Build Trust Within Your Market

I’ve mentioned words like ‘reliable’ and ‘personalized’ already in this article, but how do they relate to blogging?

Blogging is all about building relationships with leads and customers and is a vital part of your digital marketing strategy that can increase conversion rates and influence repeat sales.

People buy from places they trust, and your blog is the perfect way for you to build that trust with your customers.  

We already know that the majority of internet users are reading blogs, but it’s also interesting to know that they trust the information they find there.

A blog post isn’t just a sales pitch like usual marketing strategies. It provides real value for consumers by helping them understand why they need a product or service, and how it can add value to their lives.

A blog post doesn’t just say: “Buy my thing!” It says: “This is why you should buy my thing!”

Business blogging helps you build authority. It helps your business stand out as being knowledgeable and experienced within your market. And the payoff can be extremely significant.

The more helpful and reliable content you post, the more valuable insight and information you provide, the more likely your readers will be to trust your business. This means its much more likely they will turn to you when they are ready to make a purchase.

The content on your business blog will also encourage engagement with your business, which is a sign of trust. It provides a two-way conversation with comments and opens the opportunity for dialogue with your customers. By helping them understand their challenges and needs, you encourage them to speak directly to you when they need a solution.

If they trust your business, they’re much more likely to buy from you.

Here is a useful post by the talented Akshay Hallur, founder of BloggingX, on how to build trust with your blog readers.

 

How A Professional Content Writing Agency Can Help

There are numerous reasons why you’d want to outsource your content creation.

Most small businesses don’t have an in-house team member that can create all their quality blog content, so they often choose to seek the help of a professional blog writing agency for their business blogging.

Another reason may be that your writing skills are not good enough for such an important task. Or you may simply hate writing! Take me, for example. I’m not a native English speaker, and my writing skills are not that good.

So whenever I have a blog post idea such as the one you’re reading at the moment, I simply piece together ideas, write the initial words, and let my team of writers at TextSharks do the rest. These are the same writers that write for our clients, find topic ideas for them, and manage their blogs regularly.

As a business owner myself, this gives me more time to focus on running my business.

Aside from freeing up the time you would otherwise be spending yourself to write blog posts, there are a lot of other benefits to hiring an experienced writer to do it for you.

Benefits of outsourcing content:

  • Frequency – High frequency of blog posts means more opportunities to drive traffic, but many small businesses simply don’t have the time or the resources to post as much as they would like. A blog writing agency can ensure you have that high amount of content being published.
  • Consistency – Inconsistent publishing schedules are one of the biggest reasons that business blogs fail. A professional blog writing service will ensure your blog is updated consistently.
  • Quality – The ability to write top quality blog posts requires a specific skill set, and not every business employs someone that possesses the right skills for the job. A professional content writing service, particularly one that specializes in blog posts, can provide you with the talented writing you need to really make your blog posts work.
  • Affordability – You can outsource to an agency only when you need them. The alternative is hiring a new member of staff just to write your blog content, which will always cost you more in the long term.
  • Results – You don’t want to spend time and money on writing blog posts that don’t achieve anything for your business. Professional blogging agencies know how to succeed and will be experienced in tracking blog analytics and using the data to improve content.

Final Thoughts

Having a blog on your website is one of the best ways to stand out and differentiate yourself from your competition.

Use your blog to provide unique thoughts and insights, and you’ll be well on your way to organically grow your search traffic, consumer trust, and sales. You’re also leveling the playing field somewhat because blogging gives small businesses the chance to compete with bigger businesses that have bigger budgets for marketing.

There’s really no better way of improving your online reach and building strong relationships with your customers. In this day and age, it really is a case of “start blogging or get left behind”. Which would you rather?

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AUTHOR DETAILS
Founder & CEO at TextSharks
Seif is the founder and CEO of TextSharks, and a self-proclaimed digital marketing nerd. He loves helping get the word out about TextSharks to get all sorts of folks good content. When he\'s not running the business of TextSharks, or helping sad, empty blogs find TextSharks content, he enjoys reading, listening to music, and learning new languages.
2019-05-29T22:16:59+01:00

About the Author:

Seif is the founder and CEO of TextSharks, and a self-proclaimed digital marketing nerd. He loves helping get the word out about TextSharks to get all sorts of folks good content. When he's not running the business of TextSharks, or helping sad, empty blogs find TextSharks content, he enjoys reading, listening to music, and learning new languages.
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Chris
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Chris

Awesome post Seif! How many articles per month do you recommend?