Business blogging is a form of marketing which allows you use short articles about your chosen area of expertise to increase your online visibility.
In basic terms: You write abut what you know and tell the world it’s there to be read. Sounds super simple, doesn’t it? However, it’s not always easy to get started, especially if you’re new to blogging and it can become quite time-consuming if you let it.
Why should you use blogging as a marketing tool in your business?
1. It helps drive traffic to your website
And to do this, your blog works closely with search engines and social media.
Every time you write a blog post you’re adding a new page to your website. This is one more chance to show up in a search engine and organically drive traffic to your website.
Also, Google likes regularly updated websites when it comes to searching as it shows the site is active and in use.
Each blog post you write can be shared via social media using as many or as few platforms as you like. This is how you expose yourself to new audiences and people that don’t yet know you exist.
Also, your blog archive is a great source of content for your social media and means you don’t need to come up with new stuff every time you post.
2. It helps turn traffic to your site into potential leads for your business
With traffic regularly coming to your website, you have the opportunity to turn readers and traffic into potential leads.
In the same way that every new indexed blog page is another way to drive traffic to your website, it is also a new opportunity to generate interest in what you do and what you sell.
This is the reason why adding a call to action to each and every blog post is so important, and quite often a missed opportunity for most business bloggers.
Your call to action can be anything such as a free eBook, webinar, product or service trial, checklists or worksheet, whatever works for your business. So basically, it’s anything where you exchange an email address for something of benefit to the reader.
3. It helps establish you as an expert in your field
I’m quite sure, just like me, you use Google as one of your primary sources of information. I pretty much use Google to answer anything I don’t already know. In fact, I would be quite lost without Google!
Now, a lot of the time, the things I Google take me to a blog. Sometimes this is a one off piece of information I am looking for. But other times, it’s an area that interests me, either personally or for my business.
If the blog I have landed on successfully answers my question, I’m more likely to want to keep that business/blogger on my radar, and the best way to do this is to get on the mailing list.
Someone who creates good informative content on a regular basis will stay on my radar and as such I will remain on their mailing list because I trust their knowledge and ability to share their zone of genius with me.
Your readers are more likely to enter the lead or sales process if:
- They regularly benefit from the content your write
- If you are able to answer common questions or problems within your niche
4. Your blog archive can generate readers, leads and sales even after it’s been published
Because of Google search and social media, it’s possible to generate traffic to your website for every blog you have every written. So that time and effort you have put into creating the content will continue to provide a return days, weeks, months and even years after it was written. This works better when the content is evergreen, and by this, we mean that it doesn’t expire or become dated or irrelevant over time. Evergreen blogs are content gold for your business.
The blog marketing journey
So let’s take a look at the blog marketing journey.
By regularly publishing blogs to your website, using keywords and SEO to improve search and sharing on social media to attract a new audience you’re encouraging new readers to your website. These ‘strangers’ will become either remain one-off readers or become regular visitors to your website.
By using calls to action in your blog which link to a lading page or a form you can exchange an email address for more information on a specific area of your business. This is where the use of free guides, ebooks and webinars come in. Now your visitors have become leads.
The next stage is where you turn your visitors into purchasers, and this is done by developing a relationship through email marketing. This could be in the form of a regular newsletter and letting your audience know what you have to sell or how they can work with you. It’s important to not just use your email list as a selling tool, you must continue to provide value and a reason for your audience to open each email you send.
Now you have taken your readers to leads and then customers, it’s time to get them to tell the world how awesome you are. Ask for referrals and testimonials which you can share in your blogs, on your website and over your social media. Let the word of those you have worked with or who have purchased from you be your marketing.