With increasing online competition, it’s getting more and more difficult for a small business to attract new clients. In the past, one of the best marketing tactics to overcome this has been to implement a business blog. But in the so-called ‘social-media/video age’ of marketing, is blogging still important for business growth?
Don’t let those video-making / social media purists try and fool you; blogs are more relevant than ever. It’s getting tough to get website traffic without paying for it and blogs are still one of the best ways to get it.
If business growth has stalled, and you struggle to attract quality leads it may be because you don’t have a regular business blog. If so, you’re missing out on a huge opportunity.
It’s never too late to start a business blog!
The impact of blogging on business growth
If done well, a dedicated blog, designed for an ideal audience, will have a positive impact on the growth of your business. For a service-based business, a well written and well executed blog can be a powerhouse for lead generation, as these 2019 surprising statistics reveal.
Businesses that blog get
- 126% more lead growth
- 55% more visitors to their website, and
- twice as much email traffic
than businesses that don’t.
The truth about blogging in business
If you’ve been thinking about implementing a blog in your business, or getting a little more serious about your existing blog, there are a couple of things to be aware of:
Business blogging is a journey
Blogging is a skill and like any new skill it takes practice to get any good at it.
Personally, I started blogging a couple of years ago, and I have to admit, initially they were far from great. I’ve even deleted a few. But over time, I’ve learned a lot about the business of blogging. I’ve read hundreds of blogs, picked up some tips, done a course or two and practiced.
I’m pleased to say, blogging has started to become easier. And I’ve improved my writing skills and learned a lot about SEO.
There’s a lot of competition when it comes to blogging
It can be hard to write something original (particularly in the digital marketing space) So I’m using a tactic of approaching common blog topics from a different angle, or sometimes writing them in a different format. I’ve done some research on my ideal client, so I know what blog topics will interest them.
I’ve also learned to show my personality more in my writing. Because I have a business/corporate background, I’m used to writing in ‘business speak’. I’ve been doing this for so many years I’ve really had to work at it!
The thing is, anyone can blog with learning and practice. No matter what industry you’re in.
Although if you do hate writing, I’d suggest passing the role on to a talented employee or think about outsourcing to a copywriter. I know a couple if you’re interested 😉
Blogs dominate the internet – but are they still relevant?
Blog posts saturate the internet; in fact, there are over 22.2 million posts published every month. Yep, that’s a lot, but it’s no reason to get overwhelmed and throw in the towel.
Let’s look at it in perspective, by breaking down the numbers to find your audience.
- Only a percentage of those 22.2 million blog posts are relevant to the audience you’re trying to attract with your specific blog.
- Out of that audience, only a small percentage of them will have the qualities you’re looking for in an ideal client.
- Which means, there remains online, 100s or even 1000s of people who will be attracted to your blog content, your branding, your personality and your solution. That’s potentially 100s or 1000s of potential clients online every day, searching for answers that you can help then with.
Why wouldn’t you take the opportunity to put your expert solution in front of those people to influence their decision?
So, judge for yourself. Are blogs still relevant? You bet your sweet (fill in the blank) they are.
The Benefits of business blogging for growth
Business blogs boost lead generation
Blogs are one of the easiest ways to build your email list.
Every blog post needs a goal. If yours is lead generation then its job is to guide your reader to deeper content on your website via links in your content. Doing this keeps your reader on your site for longer (good for SEO).
Another strong way to boost lead generation is to direct readers to to a Lead Magnet via a CTA, a link or popup in your post, which leads them to a landing page on your website. When readers find your special offer irresistible, they’re happy to exchange their email address to get it.
By maintaining an email relationship with that prospect and continuing to educate and engage them with more in-depth content, you can guide them through their journey from prospect to client.
Business blogs strengthen business relationships
It takes time to develop and strengthen relationships. Before evaluating your service and deciding whether you’re the right fit, prospects need to get to know you and connect with you as a person. Writing blog articles that address the needs of your clients, at the right time in their search for solutions, establishes the trust and knowledge they need to help make that decision.
Business blogs help bolster SEO
Google loves crawling for fresh content to deliver in their search results. Publishing regular blog posts, based on areas of your expertise, will increase your chances of higher page rank.
As long as you include
- Strategically placed contextual keyword phrases that your audience are searching for
- Best-practice blog post structure; and
- Relevant and engaging information that’s easy to read.
Doing this will increase your SEO score to give your blog post the best chance of ranking higher in search engine results.
Blogs makes creating social media content simpler
One single blog post can be broken down into bite size pieces and repurposed for social media. Using short video, infographics, quotes and snippets.
You’ve spent hours writing your blog post. Now it’s time to get it out into the world.
This Tip Sheet suggests 10 ways to create content that your readers will love.
It'll help you to Grow your blog readership, Get leads and Make your content creation easier.
Congratulations. Here's your Tip Sheet! An email with the download link to "10 Ways to Repurpose 1 Blog Post is on it's way to your inbox.
Business blogs help build your credibility as an expert
Subject matter blogs provide the perfect opportunity to showcase your expertise and establish trust.
To solidify a connection with your ideal clients and position you as a credible expert, write a variety of original blog posts that:
- Show a deep understanding of the needs of your target audience
- Seek to educate, explain and share insights
- Help solve problems and
- Share personal stories
Business blogs help populate your website and drive traffic
The more you blog, the more blogs you have on your website. This means:
- more pages will be indexed by search engines
- more websites will be linking to your content; and
- more people will be visiting your website.
Is blogging is still important for business growth?
The answer is absolutely yes. I hope after reading this, that I’ve helped sway your opinion on the benefits of blogging (if you were in any doubt). Otherwise I hope it’s reinforced your thinking of why it should be done consistently.
I’m not saying that getting leads through blogging is easy. But once you get into the rhythm, develop your style and writing technique and learn all you can about the business of blogging, it will become easier. It does work, so don’t give up.