We’ve heard you: Are there any benefits of blogging to my small business bottom line? Putting it more bluntly — How can stringing words together, posting them on my website, and sharing on social media get my phone to ring and people walking through my door?
And we understand your skepticism.
The truth? We don’t know if it will work for your business because much of its success depends on your business goals and your willingness to invest the time and dollars to reap the rewards. But we also believe that for many small and midsize companies, business blogging can be the perfect solution for attracting new website visitors, converting them to leads, and closing new customers.
Here’s how blogging can help grow your business.
Every time you blog, you create a new, unique page. And that means you increase your chances to rank in search results. Blogs also create more content to be shares on social media and open the door to backlinks from other sites. And all that translates into the potential for new traffic to your website. Without new content, your site collects dust and gives no reasons for Google’s spiders to crawl.
Blogs are a great way to provide solutions to your prospects’ questions. When creating your editorial calendar, choose topics that are compelling and informative. Then utilize good SEO practices — like relevant keywords and search terms — in order to increase your chances of your content appearing higher in search rankings and ultimately driving traffic to your site.
None of this happens overnight, but with the use of new content and valuable answers to questions your customers are actually inquiring about, you have the chance to use your blog to enhance your searching engine rankings over time.
The ultimate goal is for every person who visits your site to become a strong, qualified lead. This is going to take time and requires proper blogging techniques.
A blog is your opportunity to establish yourself as a thought leader in your industry. Write about topics that are relevant to your customers, share tips and tools, answer specific questions, and provide valuable information. The stronger your knowledge about your industry — and your ability to communicate this knowledge — the more loyal your current and potential customers will be to your brand or product.
Use your blog to create two-way interactions with your customers. This will help build and cultivate your relationships, as well as create longer-lasting customers. Pose questions to your customers and ask them to respond in the comments. Use your blog posts on social media to spark engagement. Be open to new ideas, suggestions, points of view and questions from your customers; and then respond accordingly. Use your blog to be transparent with your customers by addressing customer service issues or complaints and providing a solution. Creating this channel of open and honest communication will provide value to your customers and strengthen their loyalty.
Blogging gives you content to share on social media. And not just one social media post, but rather, you can repurpose each blog post multiple times across all of your social media channels. This consistent and valuable content will increase engagement with your audience, and drive them to your site — hopefully sending them down the path of becoming a qualified lead. Similarly, your blog can be a vehicle for growing your email list. You can include newsletter sign-ups within your blog posts. And if people find your blog valuable, they will probably trust your newsletter to be as well.