The statistics speak for themselves: blogging for business is worth the effort. Nevertheless most small businesses tend to fall into two categories:
- Those that forego blogging altogether
- Those that start but give up after a few posts
Who can blame them?
Blogging takes up a lot more time than expected. It’s also hard to think of ideas to write about.
But if you want to grow your business, blogging is something you’ll have to be prepared for.
How can you increase your website’s traffic?
It doesn’t matter if you’re a one-man show working from home or a team of five bringing an exciting new product to market—we all want traffic. Right?
I mean, we’ve invested valuable resources into developing a beautiful website. And we’ve gone to great lengths to craft compelling copy to populate it with. But where are the visitors? How can you drive traffic to your website?
Let’s consider the main avenues for prospects to get to your website.
1. They type in your URL
Maybe you met at an event and traded business cards. Or they’re someone you reached out to by e-mail and they’ve decided to check your website out. Either way, these are individuals that already know you exist. They access your website directly by typing in your URL.
2. They click on your ad
While this method brings in new traffic, pay-per-click ads have several disadvantages.
- They can be quite expensive.
- They only bring in visitors while the ads are running, i.e. once you stop paying for them, then they stop being a source of traffic.
- Many users (as in nearly 80% of them) ignore paid ads, preferring to focus instead on organic results.
3. They take an interest in your content
Whether it’s a blog post, video, podcast, or a post on social media, these individuals searched for something online and found the answer in the form of your content.
What does that mean for you?
Build a website and visitors will come? Unlikely – or at least not anytime soon. To boost website traffic, you need to put in more effort than that.
And as you can see from the three options above, blogging for business is one of the most cost-effective ways to get people to your website.
It’s also one of the easiest ways to promote your business. You can literally do it without leaving your seat or having to talk to anyone. (It doesn’t get any better than that!)
And if you can create a business blog that people actually want to read – not just for work but of their own liking – then you’re well on your way to reaping the benefits of blogging for business.
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Blogging for business brings benefits
It doesn’t matter if you’re in the B2B or B2C sector, your small business will benefit from blogging.
That’s because like your other marketing channels, a business blog is there to support your marketing and sales efforts.
Let’s take a look at the advantages of blogging for business in more detail.
Great for your search engine presence
Did you know? Companies that blog:
- Benefit from 434% more indexed pages than those that don’t?
- Receive 55% more traffic than their counterparts that don’t blog?
- Enjoy 97% more inbound links compared to those without blogs?
Consistent updates allow you to improve your ranking and therefore visibility in search engines because every new post means fresh content that search engines love.
Similarly, business blogging is an effective way to naturally build inbound links from other websites. To benefit from this, make sure that you’re publishing high quality and relevant content.
Source of organic traffic
Fun fact: Businesses that publish 16 posts or more per month see 3.5 times more traffic than those that posts 4 times or less in the same period. (Source)
The more useful content you publish, the higher the chances your target market will be able to find you organically through search. That is, without you having to pay for an ad.
In that sense, blogging for business can help you to reach new markets with the added benefit that these are individuals who are willingly choosing to click through to your page.
Acquire new leads at a much lower cost
With more people clicking through to your valuable content, the greater the chances of acquiring new leads, attracting inquiries, and eventually growing sales. This is because your posts can (directly or indirectly) stimulate demand for your products or service.
Earn readers’ trust
Blogging is an effective way to build trust and credibility as you demonstrate how knowledgeable, dependable, and trustworthy you are in your field. It helps to strengthen your brand.
For small or new businesses, there’s the added benefit of showing would-be customers that your business still exists. Seeing that you’re active is reassuring.
Build lasting relationships
Blogging allows you to connect with your audience in a natural way and without obligation. That is, it is risk-free to them—they don’t have to buy or commit to anything.
New posts keep customers engaged and encourage them to keep returning to your website.
Interacting with readers in the comments section, such as answering questions or concerns, helps to nurture and eventually convert on-the-fence prospects into customers.
Gather insight into your target market
Keeping an eye on the conversations in the comments can be a useful source of information, ideas, and feedback from your target audience—and far less time-consuming or costly than other approaches.
One piece of writing can be repurposed
Whatever you write for your blog can be adapted to work for you on multiple channels. You can include it in your newsletter, create an infographic, publish a presentation, or even adapt it into video format to name a few.
Your posts continues working for you
Each and every one of your blog posts will serve you well into the future. Once published, they’ll continue to garner interest and clicks in search engines as well as across platforms.
While these are all very real, very attainable results, you should still manage your expectations. These benefits don’t happen overnight and certainly not without commitment, persistence, and consistency.
If you’re still not convinced that blogging is worth the effort, why not outsource your business blog content writing needs?
Hiring a content writer allows you to skip the legwork of brainstorming topics, researching, and actually writing the content—you jump straight to benefiting from it.