Why Should You Start a Blog For Your Business?
Blogging is a powerful tool for any business to connect with their audience and create more visibility. However, many small businesses who focus on growth sometimes don’t find it appealing to spend time and resources into blogging. This is totally understandable as it takes commitment, and that can be overwhelming. Imagine building an audience from the ground up, and making sure that they are engaged in your content. That requires a lot of time, and perhaps a lot of technical know-hows.
So why start a blog for your business in the first place? .
In a nutshell, here are the reasons why you should start a blog for your business
- Drive traffic and convert them to leads
- Help your brand establish authority
- Help your website with SEO
- Develop a community
Drive Traffic And Convert Them to Leads
Who doesn’t want website visitors?
Starting a business blog can help drive traffic to your website. According to HUBSPOT, you should blog early, and blog often. In the article they published where they analyzed data from 13,500 websites, companies that published 16 or more articles in a month increased traffic by almost 350% more than the companies who published between 0 and 4 articles monthly. It is also revealed that blogging is more effective for B2B and B2C than any other type of business.
Think about how many ways you can attract traffic to your website? How do people end up going to your site anyways?
- Your visitors might have seen you from an ad you posted on search engines or social media.
- Maybe, they typed your name in their browser. So that means they already know you.
- They might have clicked your website from an email blast you sent.
- Or perhaps you were published in the news recently?
- Your visitors might have found you on social media?
- Or perhaps they searched for something online and you were the result they clicked on to?
Blogging can actually cover most of these entry points in your website.
With good SEO, which we will talk about later, you can rank on the first page of the search results and gain a good amount of traffic that way. This is because Google, and other search engines actually index your pages, categorizes, and ranks them according to how they think it will be helpful to a searcher. If your website is publishing regularly, search engines will see this as a good sign to trust your website, thus increasing your organic traffic.
You can also use social media to drive traffic to your website. Each time you post, you can share the articles on your social networks which can help you gain some nice exposure as well. This can also help with your social media plan as you easily have a plethora of content that you can share.
Blogging is also great for the initial stages of the customers’ journey as it helps your users be aware of the services you offer by giving the solutions to their potential problems. Once you raise awareness in them through your content, you can now plan to convert these opportunities into leads.
One great way that I suggest is to add a lead-generating call-to-action on your posts. You can use resources like free e-books, whitepapers, webinars, free trials to your business. You can use anything that customers will be willing to exchange their contact information for.
Help your brand establish authority
One thing you have to keep in mind while blogging is that you are producing content that your potential audience will read. That means that you need to make sure that your articles are not all sale-sy. You don’t need to shove your business into them in ever article.
If you are consistently producing high-quality and relevant content that solves your audience’s problems, they will see that your business is an authority in the field that you are in. This is extremely helpful as it increases customer trust to your brand.
I know, in a data-driven world, authority is a difficult term to measure. Unlike leads, or traffic, or bounce rate, authority is pretty abstract, but if you tie authority with lead conversion, you can have some small insights as to what your brand authority can do.
It is also known that if people find your website as an authority in the field that you are in, they are more likely to trust you when you move them from the awareness stage to the consideration stage. This is because thinking that if you’ve helped them in the past then it is highly likely that they can help you better if they sign up to your product.
Help your website with SEO
Say you are planning for a vacation, and you wanted to go to Thailand. Having close to zero knowledge where exactly in Thailand will you go, you go to your old trusty friend Google and search for “Best beaches in Thailand”.
The search results show up and you click on the first result, and as you read the article, you wondered if the suggested hotel was nice, so you look for “Hotel X review” and then you click on the first result.
This can happen to your business too! With good SEO, your website can show up in the first results of Google, and get the majority of the traffic!
In my experience, organic traffic is the most sustainable, and highly scale-able source of traffic for website. People invest in SEO because they know its value. Once search engines like Google put your product on the first pages of the search results, it can give you a lot of traffic.
Here’s the thing, SEO heavily relies on content and how it is viewed by search engines to be not only relevant to the searcher but also to be trustworthy as well.
To achieve that, you can publish high quality relevant content and build a good amount of backlinks. These two are the primary pillars of SEO, and blogs take advantage of this heavily. This loops to publishing often as the more pages you publish, the more pages are indexed.
If your articles rank high on search engines, it gets traffic on the long-term. That means you can possibly get visitors to your website from these article for years. And all these ranks add up to even further better how your website ranks overall.
This makes blogging worthwhile. It’s a big commitment for sure, but once it works, the work you put in yesterday will continue to benefit you even years later in the future.
Develop a community
One of the most rewarding things in blogging for businesses is creating a community. Facilitating an active discussion is important because it also builds trust between you and your users. Often, you will find that comments in your blog posts offer questions or inquires that can help you funnel them to conversion.
When you develop a good community, you allow your readers to become more involved and engaged in your product as a whole. Communities often become the most active users of your product, and they can become your evangelists as well. You can tap them to provide you with qualitative insights as to how users feel about your product.
In addition having a solid community also builds social proof. When potential leads see your blog posts and see how vibrant the community is, they are more likely to join.
Starting a blog for your business can be a good way to grow it. I know that it’s pretty time consuming to do so, but on the long run, it can be pretty beneficial for your business. Just remember that blogging is not selling. You’re not supposed to shove the product to the faces of your visitors. You’re supposed to ease them in to the funnel by providing value to them. Help them, before they help you.