A common misconception is that blogging is an outdated form of marketing, yet industry research proves exactly the opposite. According to HubSpot, 92% of companies who blog multiple times per day have acquired a customer from their blog and the average company that blogs gets 97% more inbound links as a result. Here are some of the reasons why you should consider starting a blog for your business.
1. Cost-effective marketing
While there are many marketing tools out there, a blog is one of the best when you consider the price and the effect it can have on your business. Running a blog from your site is not expensive at all, in fact, so long as you already have a domain (free blogging sites are not recommended for businesses), you can get a blog going today for free. With resources such as WordPress, you have a multitude of themes, plugins and other customisable options at your disposal so that setting up a blog and publishing content is a piece of cake. While you may wish to explore paid marketing as your business grows, blogging is a great way to improve the awareness of your brand without having to break the bank.
2. Traffic generation
Blogging is a great way to bring new traffic to your website, particularly the untapped markets that you may not have reached out to yet. As a business owner, you will have already given out your site’s URL to industry peers, family and friends, but a regularly updated blog will dramatically improve your outreach and (eventually) provide you with an abundance of contextually-relevant inbound links - which are important for improving your site’s SEO. The definition of a relevant inbound link is explained eloquently by Ryan Kettler of Boostsuite:
“Traditionally, the more inbound links you have coming to your site the better, but, now quality is more important than quantity. For example, if you’re an organic farmer and you have a blog where you talk about what’s in season and what local restaurants you provide your produce to, it would make sense for the restaurants you mention to link back to your site because of the clear geographic and contextual connection. That’s a relevant inbound link.”
When you have a website, the majority of the pages are not regularly updated, and this doesn't bode well for your standing in Google’s listings. Having a blog with frequent post entries means that your site is clearly active and this has a very positive effect in terms of the site’s ranking. Each time you post an entry to your blog, it counts as an indexed page on Google, raising the likelihood of your site achieving more unique visitors and ultimately, more leads. Creating fresh content for your blog on a consistent basis, and using keywords that are relevant or trending in your industry, can really assert your business in the search engines and improve the visibility of your site.
Another way that blogging can help you site to flourish is by allowing your readers to like and share your content via social media channels such as Facebook and Twitter. If your post goes viral, this will increase the number of unique visitors to your site tenfold. Assuming that you have a thorough understanding of your topic, blog posts can be created in a short period of time - however, never be tempted to rush the process just to hit a deadline! Having a blog presence not only diversifies and expands your network, it also takes care of the humdrum of having to think of things to post on social media, as the blog posts will take care of this for you!
4. New leads
Provided that your content is well-written and adequately promoted, your blog is sure to generate a wave of new visitors to your site. While it’s great to establish a fanbase, it’s also important that a portion of your site’s visitors go on to become leads (after all, you need to get paid if you want to continue producing great free content for people). A really good way to ensure you keep a hold of your new readers is to let them subscribe to your blog posts. Asking them for their email will suffice as not many people will bother with a long drawn out form. Once that you have their email address, you can inform them whenever you release new products and services which might be of interest to them. Targeted marketing at its finest!
5. Brand reputation
Through your website's design and main pages, you will exude a certain type of personality to your audience, but through a blog, you are really able to communicate what your business is all about. By producing insightful content that is tailored to your audience, your blog is sure to captivate readers and keep them coming back for more. Additionally, people are receptive to businesses that act less business-like, so if you can provide a more personable approach in your blog, then you are more likely to get readers on board who relate to your ethos. Blogging also helps to demonstrate your expertise and helps you to establish yourself as a thought leader within your niche.
While most blog content is text-based, sometimes it pays to switch things up and incorporate visual elements into your posts. If you have a compelling argument with lots of interesting statistics, why not present them as a flashy infographic instead of a regular blog post? You might find that your engagement improves dramatically. Infographics have the potential to spread like wildfire on social media - last year, 39% of B2B buyers identified that they share infographics on social media frequently! With an increasing number of people now using mobile devices to access the internet, the preference for visual content is expected to rise. If you’re interested in incorporating infographics into your marketing strategy, please don’t hesitate to get in contact for some free advice from one of our experts.