Benefits of Blogging for Business and Why You Should Start
There is a lot to gain in creating a blog, especially for those looking to increase their exposure, build brand awareness and attract new site visitors. Yet, many small business owners remain unaware of the extensive benefits of blogging and its positive impact in marketing.
On average, companies with blogs produce 67% more leads per month than those who don’t blog, according to content marketing research. This means that blogging is not only a major asset for companies seeking to expand, but also plays an essential role in keeping your business competitive. If you don’t already have a blog for your business, then now is the time to get one.
Blogging for business
Business blogging is a content marketing tactic that’s meant to raise a company’s online visibility. In fact, the biggest companies are turning to blogging as a major part of their marketing efforts. For instance, the Wix blog is a perfect example of how a brand can empower individuals and businesses to fulfill their dreams of building a strong online presence.
When blogging for your business, you are essentially creating content about specific topics related to your product or service. Through content that's both actionable and timely, with a focus on user interests and educational guides, like how-tos and step-by-step processes, you can use blogging to build your reputation as a leader in the industry. Take a look at creative agency Bonny, which blogs about mindfulness and publishes tips to living a more conscious life. In turn, the agency earns credibility as a contender within the field.
The benefits of blogging are manifold. From increasing sales and fostering greater customer engagement and community around your brand, here are the ways in which blogging for business can strengthen your company.
01. Increase website traffic
Studies show that companies that blogs get 55% more website visitors than those that don't. The more website traffic you get, the more you’ll reach potential customers who are likely to book, purchase or fill out a contact form to stay in touch. But in order to actually increase website traffic, you’ll need to create a viable content strategy for your business blog.
You may have heard the term “content is king.” We live in a world where the culture of content is proliferating and the demand for continued content creation is high throughout all platforms, from social media and websites to even mobile apps. As a result, businesses and other entities are driven to become publishers of their content and the voice of their brand.
To create a blog that brings in website traffic, try out the following strategies:
Speak to your target audience: People are most excited to read, share and link to blog posts which cover relevant and specific topics to them. For example, if you’re a business that sells environmentally-friendly products, you’d likely benefit from writing a blog post about reusable plastic. In turn, this niche yet trendy topic will resonate with your audience, as well as capture the interest of other modern consumers.
Publish frequently: Another strategy when blogging for business is to post frequently. Companies that blog more often get more site visitors, according to data. Posting on a regular basis also gives you the opportunity to add fresh content to your blog. With an editorial calendar, you’ll be able to organize and schedule all your posts, and track your progress along the way. There’s nothing more satisfying than building a blog repertoire from scratch and then watching it grow alongside your business.
02. Lead conversions
Once you bring some traffic to your website, you should start to think about how to convert this traffic into leads. You can do this using lead magnets, which are free offers - such as a downloadable ebook, webinar or coupon codes - that people can get in return for leaving their details. When people can submit their email addresses in exchange for these offers, they are showing an interest in your business and demonstrating their readiness to make a purchase down the line. That means you’ll be able to bring them into your sales funnel and target them with additional marketing materials.
Each time you set out to write a new blog post, consider how your business blog can move the needle and convert more readers into paying customers. Set SMART goals for your content (specific, measurable, attainable, relevant and time-bound) in order to create clear and tangible objectives that get results.
For example, say you’re creating a blog post to generate more leads for your new product or service. You can measure whether you’re achieving the goal of your post (in this case, to initiate consumer interest) by looking at social shares or traffic for that article. To chart your progress, set a timeline for how long it takes for the post to get shares or clicks.
03. Build trust in client relationships
When you start a blog, you’re also creating the best conditions for existing and potential clients alike to connect with you on a deeper level. That’s because a blog lets you communicate directly with your audience. Whether it's in your comments section or social media posts, it’s important to find new spaces to start dialogue with people around your brand and show that they can trust you.
Through the power of blogging, customers get to learn about the person behind the business. This level of intimacy helps improve sales, since people are more inclined to buy from someone they trust over the unfamiliar. Frequent posting of high quality content also builds trust, since it becomes a reliable source of value for your readers.
Once you’ve used business blogging to establish strong customer relationships, you’ll need to maintain it. Reply to any comments or questions people leave on your blog, without making them wait too long for your attention. Second, listen to your blog readers to understand their wants and needs. You can follow up with your subscribers by sending them personalized emails or questionnaires to get much-needed feedback.
04. Establish yourself as an industry leader
Your audience will be able to develop a deeper bond with your business as you prove yourself to be an expert in your industry. How does this happen? Through the knowledge you share on your blog and the specialized topics you’re able to tackle in your blog articles.
Business blogging lets you write content that’s informative, valuable and exudes an air of expertise. That’s because it’s the section on your site where you can give people a first hand look at what your business is about. You’ll be able to assert yourself as an authority figure in the field by publishing stats, sharing in-house research, creating helpful infographics, or offering commentary on industry news.
05. Increase brand awareness
Building brand recognition can help you attract customers, gain credibility and expand your business. This will also make it easier for you to charge more for your product or service and bring in potential business partners.
Major companies are prioritizing smartly written content more than ever before. For instance, Ruggable, which sells machine washable rugs, runs a voracious blog that publishes up to two blog posts a day. By writing headlines like “7 Tips on How to Get Dog Smell Out of Your Rug” and “How a ‘Star Wars’ Fan Turned Her Love of the Film Into the Rebellion Rug,” Ruggable spreads awareness of its unique product swiftly and effectively. (Full disclosure: this writer purchased a Star Wars ruggable for her kids’ room.)
At the same time, these blog posts bestow invaluable knowledge to a community of home owners and pet owners alike. Even its blog logo, a washing machine window, and blog name, Into the Wash, raise the company’s visibility and memorability at unprecedented levels for a rug business. Furthermore, readers will leave the business blog associating home and family life with the brand.
06. Amp up your email list
Business owners can use their blog to grow their email list, get more subscribers and eventually lead impactful email marketing campaigns that make a difference. Let’s dive into a few ways you can collect emails when blogging for business.
Create an opt-in form that encourages people to sign up for your mailing list. Opt-in forms are usually presented as pop-up forms on the homepage, dedicated landing pages and built-in widgets on the sidebars. Once people subscribe, they will automatically get added to your contact list. Make sure to use enticing messages such as “Want more content like this?” and “Tips recommended for you, delivered to your inbox.”
Add a sticky bar instead of an opt-in form. A sticky bar stays in place at the top of your page and is always in view for readers to see as they scroll through your blog. Include a Subscribe button on your sticky bar that people can click on whenever they feel ready to commit.
Give incentives to provide a tangible benefit of signing up for your blog. Returning to the Ruggable example in the previous section, this rug company greets its newcomers with an interesting proposal. If they sign up to the blog, they will receive 10% off their first order and other exclusive offers.
07. Create new opportunities
Networking and pairing up with influencers and makers in your industry is another important benefit of business blogging. This collaboration can widen your reach and bring in a larger audience for your brand.
Invite influencers to test your product or service and review your company in a blog post. Take the example of Home Depot’s Style Challenge series featured on its business blog.
The popular home improvement company asks a group of influencers to give their outdoor spaces a makeover using Home Depot products. The initiative has led to over dozens of blog posts, social media shares and achieves a widespread awareness of the company, helping people envision its products within real-world context.
Small Business Expert & Writer