5 Reasons to Write a Blog for your Business
What is the purpose of writing a blog? Because everyone else seems to be doing it so you thought you had better do so too? If you’re blogging aimlessly then you’re no doubt wasting time, effort and possibly money too!
The objectives of writing a blog for business are to drive traffic to your website, generate more leads and convert more of those into customers! This post teaches you what you need to know about generating leads through your blog. No really, it is possible, you’re just not doing it right!
According to a survey by Hubspot, 60% of businesses that have and maintain a blog acquire more customers. However, if that isn’t enough to convince you, let me explain 5 other reasons why you should write a blog:
1. Improve your SEO
Writing good-quality posts for your website is one of the most effective ways to boost organic SERP rankings. Search engines love long-form posts that are informative, easy to read and valuable. What’s more, Google’s bots know when you make changes to your website or add new content and they reward you for it! It shows your business is live and kicking.
2. Drive traffic to your website
Blogging is an inbound marketing strategy that allows prospective customers to find you. It’s about publishing useful and relevant content designed for your target audience. Typically, a blog provides solutions to your customers’ pain points. This allows you to reach people that may be looking for your product or service online. It creates endless opportunities for people to find your posts and your business. Even posts that were published 3 years ago can still be discovered by prospective customers! However, the same can’t be said for the likes of paid social media ads or Google search campaigns.
3. Demonstrate thought leadership
Blogging for your business can allow you to distinguish yourself from competitors and position yourself as the expert. You can gain trust and credibility by writing about your area of expertise and answering customer queries through your blog. When executed well, it also demonstrates thought leadership. Ultimately, the purpose of your blog is to drive lead generation, and being perceived as the expert will do exactly that!
4. Turn blog visitors into leads
We have established that writing a blog can drive qualified traffic to your website with little to zero marketing budget. However, you may be wondering how those readers can become identifiable leads.
This part is pivotal to the success of your blog. It is about keeping your visitors engaged and encouraging them to move around the website and complete an action. That action will allow you to capture their contact data. For example, on your blog post you may have a guide or a report that your visitors can download, or you may have a ‘Request a Call Back’ form. You can use any call to action that requires the user to submit their contact information. Sounds pretty simple, however not all blogs have a carefully defined strategy to generate leads!
5. Support your wider marketing strategy
Like all types of content, blog posts feed your wider marketing strategy. They provide you with an easily accessible go-to for social media content. They’re also a great addition to your marketing emails and newsletters. What’s more, most of your posts will be ‘evergreen content’. This means they will be still be relevant and useful 12 months from now!
Once you have perfected your blog and accompanying lead generation strategy, you’ll have the tools to think bigger and better. By this I mean you’ll be ready to reach a wider audience quicker through PPC paid advertising channels. Content amplification platforms like Outbrain and Taboola allow you to display your posts on news publishers’ websites. This way you can attract an influx of website visitors who are interested in reading your content. There are also industry-specific platforms like Mondaq (for legal services) and Dianomi (for financial services).