Importance of a Blog Post for Small Business Owners
Business blogging is a marketing tactic that uses blogging to get your business more online visibility. A business blog is a marketing channel (just like social media, direct mail, email marketing, etc.) that helps support business growth.
Here are real ways a blog can help your businesses.
Drive traffic to your website
Your blog gives you the opportunity to create relevant content for your customers. Use this as a marketing tactic to drive traffic back to your website. Make the blog on your website the foundation for all of your social media platforms.
Your business might be on Facebook, Twitter, Pinterest, LinkedIn, or anywhere else. Post links – with relevant visuals – of your blog articles to your social sites. Give your social followers a reason to click through to your website. Additionally, post inbound links directly in your blog articles, to drive traffic to specific landing pages of your website.
Helps convert that traffic into leads.
Now that you have traffic coming to your website through your blog, you have an opportunity to convert that traffic into leads. Just like every blog post you write is another indexed page, each post is a new opportunity to generate new leads. The way this works is really simple: Just add a lead-generating call-to-action to every blog post.
Often, these calls-to-action lead to things like free eBooks, free white papers, free fact sheets, free webinars, free trials … basically, any content asset for which someone would be willing to exchange their information
.Increase your SEO
Blogs are a fantastic way to get involved in some good quality white-hat SEO work. Blog content can be optimized for search engines, while engaging the reader – basically, its content people actually want to read. Too many businesses follow the idea that keyword-filled blogs are the way to go when it comes to increasing search engine rankings, but this is called ‘blackhat SEO’ and something to avoid.
Show and Tell What Your Business Can Do
A blog can also act as a dynamic, attractive portfolio. For companies where proof of past success is everything, it’s important to have an easy way to show potential clients what kinds of results they can expect. With a blog and a few high-quality photos of your work, you can easily create a portfolio to direct potential clients to.
Helps establish authority.
The best business blogs answer common questions their leads and customers have. If you’re consistently creating content that’s helpful for your target customer, it’ll help establish you as an authority in their eyes. This is a particularly handy tool for Sales and Service professionals.
Can you imagine the impact of sending an educational blog post you wrote to clear things up for a confused customer? Or how many more deals a salesperson could close if their leads discovered blog content written by their salesperson?
“Establishing authority” is a fluffy metric — certainly not as concrete as traffic and leads, but it’s pretty powerful stuff. And if you need to tie the impact of blogging to a less fluffy metric, consider measuring it the same way you measure sales enablement. Because at the end of the day, that’s what many of your blog posts are.
Are you already well underway when it comes to business blogging? Just starting out? Share your thoughts on business blogging below and what you’re looking to get out of it.
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