Lately, blogging has without any doubt become an irrefutable trend for businesses across the web. Scores of online shops and services from across all streams of industry have made a point of maintaining their own blog writing endeavors, chiming in on everything from industry tips, policy news or the latest products available.
If you keep running your own businesses, and keep at some extent an online presence, it is likely that you have arrived at a point where you’re asking yourself: What are the benefits of running a blog? So, we are going to give you the main two reasons why blogging for business has become an essential factor for getting the most out of your online presence.
It drives traffic to your website
Let’s think about how people discover your website:
- They could type your name right in to their browser, but that’s an audience you already have. They know who you are, you’re on their radar, and that doesn’t help you get more traffic on top of what you’re already getting.
- You could pay for traffic by placing tons of paid ads, which can become very expensive. And whenyou run out of money, your traffic stops coming, as well.
- You could pay for traffic by buying an email list, e-mailing them, and hoping some people open and click through on the emails.
So, how can you drive any traffic? Mainly by blogging, social media, and search engines. Here’s how it works.
Now, think about how many pages there are on your website. Probably not much. And how often you update those pages? Probably not that often, right?
That’s why blogging can help to solve those problems.
Every time you write a blog post, it’s one more indexed page on your website, which means it’s one more opportunity for you to show up in search engines and drive traffic to your website in organic search. It’s also one more signal to Google that your website is active and it should be checking in frequently to see what new content arrived.
Blogging also helps you get discovered via social media. Every time you write a blog post, you’re creating content that people can share on social networks – Twitter, LinkedIn, Facebook, Pinterest – which helps expose your business to a new audience that may not know you yet.
Blog content also helps keep your social media presence going – instead of asking your social media manager to come up with brand new original content for social media (or creating that content yourself), your blog can serve as that repository of content. You’re strengthening your social reach with blog content and driving new website visitors to your blog via your social channels.
So, the first benefit of blogging? It helps drive new traffic to your website and works closely with search engines and social media to do that.
It helps establish authority
The best business blogs answer common questions their leads and customers have. If you’re consistently creating content that’s helpful for your target customer, it’ll help establish you as an authority in their eyes. This is a particularly handy tool for Sales and Service professionals.
Can you imagine the impact of sending an educational blog post you wrote to clear things up for a confused customer? Or how many more deals a salesperson could close if their leads discovered blog content written by their salesperson?
“Establishing authority” is a fluffy measure – certainly not as concrete as traffic and leads, but it’s pretty powerful stuff. And if you need to tie the impact of blogging to a less fluffy metric, consider measuring it the same way you measure sales enablement. Because at the end of the day, that’s what many of your blog posts are. Think about the sales enablement opportunities blogging presents:
- If prospects find answers to their common questions via blog posts written by people at your company, they’re much more likely to come into the sales process trusting what you have to say because you’ve helped them in the past — even before they were interested in purchasing anything from you.
- Prospects that have been reading your blog posts will typically enter the sales process more educated on your place in the market, your industry, and what you have to offer. That makes for a far more productive sales conversation than one held between two relative strangers.
- Salespeople who encounter specific questions that require in-depth explanation or a documented answer can pull from an archive of blog posts. Not only do these blog posts help move the sales process along more swiftly than if a sales rep had to create the assets from scratch, but the salesperson is further positioned as a helpful resource to their prospect.
Another benefit to having a company blog is that it’s content gives your customers or readers the confidence to trust in you and your brand as an expert in your particular field. Many times this benefit is overlooked. There are readers at the other end of your blog, whether or not this is your main reason for building one. Keeping this in mind, you will be able to enforce a stronger brand connection with your readers and hopefully encourage those readers to return to your site for other relevant information or even purchases.
Blogging is no longer just an individual’s hobby; it has become an influential tool for the businesses of today. It has created an even playing field among businesses, allowing “mom and pop shops” to compete with the Fortune 500 companies. You do not need millions of dollars to maintain a blog; it simply requires someone educated in your field or even willing to do research in order to consistently update and educate your readers.