It’s no secret that blogging is essential to maintaining an online presence. However, with unprecedented levels of content saturation and an abundance of new material landing daily, it’s not enough to publish a blog and forget about it.
A successful blog requires strategy, focus and skill, however, when done well posts can continue to provide benefits long after being published.
How blogging can help your business:
Increase traffic to your site
Who doesn’t want more visitors to their website?
Blogging gives people a reason to regularly visit your website, especially if it’s useful, interesting or both! However, it’s important to create content that responds to your audience’s pain points and to use headlines that accurately describe the content.
Every blog you write is another indexed page on your website, meaning it’s another opportunity for your website to appear in search engines. Some have described blogging as being similar to fishing, the more hooks in the water, the more likely you are to catch a fish!
Blogging also helps to inform your social media. Are you struggling to come up with ideas for social media posts? By creating tweets and posts and linking to your blogs, you can strengthen your social reach whilst driving visitors to your website.
Once you have traffic heading to your website, the next step is to convert that traffic into leads. Each piece of content is another opportunity to capture new leads, all you need is motivating messages with a clear call-to-action. Depending on your service, a call to action might be free content such as an e-book, whitepaper or trial for a product or service. In exchange, the customer gives their contact information.
The sales funnel can be utilised to create blog posts, for example during the awareness stage your audience have realised they have a problem, so content that answers important questions will be particularly useful.
Next is the consideration stage, your audience understand your services by this point but aren’t quite ready to commit to a purchasing decision. This is the time for more in-depth content which answers specific problems.
By the decision stage, the audience will see you as a solution provider, posts that demonstrate and offer helpful how-to’s or guides will encourage them to make a purchasing decision.
Build authority in your industry
A blog is one of the best ways to establish yourself or your brand as an expert in your field, as it gives you a platform for sharing important industry-related information and insights.
Good blogs answer the questions that customers have. If your blog can provide the answers that they are looking for, they’re more likely to enter into the sales process trusting you.
Furthermore, for salespeople who regularly encounter customer questions which require in-depth explanations, answers can be pulled from blog posts, providing instant assistance and saving your team time.
If you’d like help setting up or creating new blog content for your business get in touch with us.
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