Why Blog? 4 ways blogging can help your business
Supporting your business through a variety of digital marketing channels is crucial for growth. One marketing channel that can aid your business in several ways is your business blog. This post looks at 4 ways that business blogging can help your business to meet its marketing objectives.
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Benefits of business blogging
There are several benefits to business blogging and this post will look at 4 of the most important ones below. Many business owners and marketers however have concerns before getting started.
What will I write? Am I a bad writer? How will I get people to read it? Won’t it take up a lot of my time?
Sound familiar? If so, keep reading to see how business blogging can help your business to grow.
1) Share your expertise – build trust
Share your expertise, prove to your reader that you can solve their problems and start building trust. Your business blog is the perfect platform for educating your reader.
So if and when they enter your sales funnel they will already understand how you and your business can help them and the element of trust between you and the customer will already exist.
Remember that you know your subject and you have a great opportunity to share your knowledge.
2) Fuel your content marketing…
Creating engaging content consistently can be one of the most difficult parts of marketing but also one of the most important.
It’s a chance for you and your team to get creative and put together content that they know their following will love. Your blog posts can fuel others areas of your content marketing strategy.
There are so many creative ways that you can promote your blog posts across your other channels. Engaging posts for social media pages and stories, video introductions, email newsletters, posing questions about your post to your audience etc. (e.g. have you ever wanted to learn how to blog?).
There are so many creative ways that you can promote your blog to existing and new audiences. The content of your posts will get you thinking about how best to do this.
Once you gain trust within your industry you can also look into the prospect of guest blogging on other industry websites. This is fantastic for building relationships and creating strong links back to your website (vital for SEO).
3) Drives traffic to your website…
Point 2 will, if done well, drive more and new traffic to your website. Those engaging with your posts are more likely to be interested in your products if they have gone to the effort of clicking on your link. This means the likelihood of turning these visitors into leads is higher.
By measuring the source of your traffic, you can see the most effective channels and edit your strategy accordingly.
Metric to consider: Website traffic source
4) Generates leads…
To generate leads from your blog it is important that it does a few things. Firstly, it needs to deliver what you promised in your title (that’s why they have clicked the link).
It should answer questions that your potential customer may have. Be interesting. And have a clear call to action so that you can gather the information that you need.
Metric to consider: Visitor-to-lead %
How to start blogging?
Set your objectives, establish what knowledge you want to share with your audience and what actions you want your readers to take. You also need to decide how you are going to measure success.
Worried about if you can write well? Remember you have the knowledge and you just need to present it in a way that your audience will enjoy (something we can help you with if you struggle).
Before you start writing remember that you must always write for your target audience and answer their queries.
A useful formula for deciding what to create is this: What are you selling / What do you want a reputation for doing?
Create blogs that answer all the questions that your potential customers might have when considering the above.
Example: Our organisation wants to help new and small businesses understand how our content marketing services can help their business to grow. So, we wrote the blog below to share our knowledge and let the readers know we can help them if they don’t have the time, skill or resources to do it themselves:
We have created a template that we use for planning our blog posts. You can download your own copy of the free template below. Thanks for reading and good luck with your business blogging.
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Written by Danny Layzell, March 2020