Blogging has become a huge part of marketing. It is the backbone of your inbound marketing efforts, content marketing, and even aids in the social media process. The benefits of blogging for business far exceed not blogging.
Is there a blog that you visit every day? Well, I hope it is the Symple blog, but I am sure you have a blog that you visit on a frequent basis. According to HubSpot, B2B marketers that blog see 67% more leads than B2b marketers that do not blog for business.
Blogging for business is a small business marketing idea that should be part of your overall marketing strategy. From marketing agencies, freelancers, to small businesses, the benefits of blogging go beyond just being cool. Blogging for business can really help grow your business.
Here are 9 benefits of blogging for business that you should consider if you have not already jumped on the blogging train.
1. Increase Brand Exposure
You have built a brand, a company. You need people to know about your brand. I also bet you would like to have customers, clients, and even strangers engage with your brand. Yes, strangers. I am not talking about the strange dude at the networking event that hides in the back. I am talking about potential customers.
The more your company blogs, the more brand exposure your company is going to receive. Develop your brand to be a trusted source in your industry and expose your brand to new people. The more value your blog provides to the end user, the more exposure your brand will earn through blogging.
2. Start A Conversation With New Customers
Have you ever gone to Google and Typed in a question? “Have you ever seen a chicken strip?” Of course, you have gone to Google and Googled crazy questions. I am 100% positive you have also used the Google to answer serious questions as well.
Your customer is using the Google to search for answers to their questions. Blogging gives you the platform to answer these questions and start a conversation. In many cases, your blog will be the first conversation you have with a potential customer. Use your blog as a way to start new conversations with potential customers.
3. Increase Your Position on Search Engines
Okay, increasing your position in search engines is easier said than done. However, if your efforts in SEO are focused on answering your customer’s questions, you will increase your visibility on the Google (yes, I keep refereeing to Google as a noun, get over it). You may not rank #1 for “marketing agency”, but you might rank for “benefits of blogging for my business”. The point is your blog is going to increase your position on the Google and get your business found online. Your blog is the backbone of your SEO strategy and increasing organic search.
4. Drive Targeted Traffic To Your Website
Let’s build on the fact that we are increasing our position on the Google. Most companies, marketing agencies, and freelancers want to rank for the most relevant keyword. However, the majority of people do not search like that. Focusing on the long tail keywords or questions will help you increase your Google rankings faster. This will also increase the conversion rate because the searches are targeted to your customer’s needs.
It has been estimated that 16% to 20% of queries that get asked every day have never been asked before. Your opportunity to drive the right customer to your website (converting customers, money paying customers) starts with your blog.
Real world example: The first inbound marketing client I ever received was from a blog post optimized for the keyword “inbound marketing for accountants”. I bet you can guess that the business was not a plumber. That’s right, it was an accounting firm. This is how targeted you need to get with your blogging. Write for your customer persona, not the overall theme “inbound marketing”.
5. Go Beyond Just Website Visits, Build A Community
Website visits are great, but an online community is better. If you are ever fortunate enough to turn your blog into a community where users are commenting, engaging, and sharing your content, you have won my friend.
Building a community on your blog is the ultimate goal. Think of HubSpot, they have turned their blog into an academy, user groups, and a billion-dollar business. Yes, HubSpot is the Granddaddy of inbound marketing, but they produce great content and have built a movement around inbound marketing and their blog.
6. Build Your Personal Brand
Your company, marketing agency, and freelance business all benefit from blogging. However, your personal brand is important as well. Your personal brand consists of your thoughts, the way you conduct business, and the career development you choose to take part in. Blogging for your business will give you a platform to become an industry expert in your industry and build your personal brand.
A strong personal brand can lead to speaking engagements, books, and increased business. Let’s face it, we all want to do business with the best in the business. Blogging for your business will help you build a strong personal brand.
7. Build Strategic Partnerships That Drive Results
The importance of your network is more than just a thing that salespeople say. It is not what you know, it is who you know. Through blogging, I have found and connected with other marketers and business owners. Some of these connections have become friends and strategic partners. These strategic partners have been very fruitful for my business because of the referrals and mentoring.
Your blog is not just to attract direct customers, yes that is a great thing, but it also attracts like-minded individuals. These individuals can help grow your business more than any other marketing channel. Use your blog to build your strategic network.
8. Build Your Email List
I saved the best for last. The bigger your email list, the more opportunity you have to increase your revenue. Email marketing continues to outperform any other marketing tactic. Studies show that email, even today, has a 3800% return on investment. Email marketing is affordable, effective, and easy to execute. I will warn you that many marketers will overuse their list. I cringe when I hear words like eBlast, batch & blast, or newsletter because it shows there is no strategy behind your email (sorry for the tangent).
Blogging for your business is the best way to build your email list and increase your revenue. Make sure that the sidebar of your blog includes a way to sign up for the email list and include a clear call to action with your post. Every blog post should have a purpose. Use your blog to increase your email list.
9. Provide Value To Your Existing Customer Base
Once you get a customer you job as a marketer is not done. In fact, it is just the beginning. Customer marketing is the process of on-boarding, cross-selling, or up-selling to your existing customer base. The ability to market to your existing customer base starts with your blog. Your blog can be a great resource for updates to your products or services.
Using your blog to delight your customers and keep them engaged with your brand is a great use of your business blog.
Benefits of Blogging For Business Conclusion
It is my personal opinion that your blog should add value to the end user. The is really no other reason to start blogging for business. Yes, there are many benefits that come from blogging, but your goal should be to add value to the end user, your reader. I hope that by reading this blog post, you have been entertained and learned something about blogging. I would encourage you to start your own blog and get started connecting with your customer base.