5 Reasons Why Your Business Should Be Blogging
Why are businesses spending more on blogging and social media marketing than ever before? The obvious answer is that it’s cheaper than traditional media and has an unbelievably great return on investment (ROI), according to a 2014 report by Hubspot.
But let’s break things down a bit further. Blogging is a great way for you to:
1. Attract visitors to your site (and business)
Sure, AdWords is an option but one which could quickly end up costing you a fortune. Blog posts, on the other hand, are low cost and when packed full of unique content are one of the most valuable assets for Search Engine Optimisation (SEO). In a 2014 report, content marketing leaders, Hubspot, stated that ‘blogging has the biggest impact on performance’ out of all the marketing activities that allow a business to be found online’. Can’t really argue with that, then.
Combine this with keyword research and an effective social marketing campaign, and you further increase your chances of being found.
2. Help people understand you and your brand
No one knows (or possibly cares) about who you are or what you have to offer until you let them know of your existence. So you’re the quirkiest bookshop in Byron Bay? Well, why didn’t you say? Now I’m interested.
A blog is the perfect platform to give insight into what your business is about and to let your customers know how you can best serve them.
In fact, this second bit is infinitely more important than the first, because ultimately you need to let them know what benefits you can offer to them over your competitors. So, let them know.
3. Build brand trust & authority
Blogging presents you with an opportunity to share your knowledge and give something back to the world, which in turn can have a positive impact on your business – and personal – brand.
A report by QuickSpout suggest that over ‘60% of consumers feel positive about a company after reading its blog’. A logical explanation for this could be that it demonstrates expertise, which in turn allows potential customers to feel confident in your professional ability, and it also creates a connection with your brand in that you’re laying down your personality and knowledge for all to relate to (or criticise).
Talking your truth and backing discussions up with facts and stats further aids this process. Dan Norris of WPCurve is a great example of someone who has used business transparency to develop his brand identity. How? By publishing monthly income reports that detail all the facts. While not a technique to everyone’s taste, how can you not respect and trust someone who lays it bare like this?
4. Generate leads
So how to implement this? Write blog posts that answer queries that your target audience are searching for and include a clear call-to-action (CTA). Hell, include a few. Guide your reader. At various points in the blog post ask questions to get them closer to understanding your value and converting, include shareable pull-out quotes, and ask for feedback in the comments section.
And, as conversion copywriter Liston Witherill of Good Funnel says, sign them up to your newsletter. In a 2015 post for WPCurve he wrote: ‘If someone reads the post, there’s a pretty good chance they’ll want to hear more of what you have to say.’ Why wouldn’t you want to reach out and connect further?
5. Save you money
It’s true. Not only is content marketing one of the fastest growing areas of business promotion, it also costs 62% less than traditional media, say Demand Metric.
(That’s not to say traditional media doesn’t have its place. It’s certainly worth exploring your target market’s typical media consumption and creating a marketing campaign where online media complements traditional media advertising, if appropriate)
The best thing here is that blogging doesn’t have to fulfil typical concerns and expectations that spending less money will result in lower quality. There is actually the potential to create MORE quality for LESS money. The best thing about this? We are all able to utilise this tool, no matter how rich or poor our business.
So there it is. Blogging can be as personal or impersonal as you like. You might choose to write in-depth reports and great business reveals, or offer up easy-to-follow advice. You might come up with something totally different. Hopefully you will. All the research points to the fact that your efforts will be justly rewarded.
What role does your business blog play in your overall marketing strategy? I’d love to hear your views and chat more in the comments below. And if you’ve enjoyed this post, please share with anyone who might find it useful. Boom.