Businesses often view their blogs as direct sales tools that will generate instant responses or sales. But blogging is about the long-game. It’s about showcasing your expertise and knowledge – providing information and solving problems, educating the reader or answering their questions.

60% of people are inspired to seek out a product after reading about it.*

Your blog is there to aid the sales process. Consumers will undertake all kinds of research before they make a purchase. They’ll read reviews, check out your social media – and read your blog posts. Before they make any direct contact with your business they are well into the decision-making process. Your blog is there to support that. It’s your online salesperson, engaging and influencing the reader through quality content.

Here’s how blogging can win you more business:

Search engines love to discover new, relevant content. They reward websites for this by giving them higher rankings in search results. But what if you don’t need any more pages on your website, and your products or services don’t really change?

Blogging is the answer.

Each blog post that you publish is one more page on your website. This tells the search engines that your website is active and updated, meaning that they’ll keep ‘crawling’ your website on a regular basis to see what’s new. Every post is another opportunity for you to appear in search results – so the more posts you publish, the more chances you have to boost your search engine rankings.

2. Raise brand awareness

If you’ve invested time and effort to write a blog post, don’t just let it sit there on your website! Blog content can help to shape your social media marketing strategy.

Not only will it drive traffic to your website, but it also can be shared by your fans and followers across their networks. Without you having to spend a single penny (apart from maybe blog content writing services), you can gain free exposure and publicity for your business whilst reaching potentially huge audiences.

3. Drive traffic to your website

There are several ways that you can use your blog to drive traffic to your website.

Including relevant keywords and phrases throughout your posts helps them to show up within search results – so that they are displayed to people searching for topics or keywords that you want to be found for.

Sharing an excerpt or summary of your blog on social media, email marketing or other 3rd party media drives users to click through to your website to read more.

Don’t expect blogging to be an instant quick fix to drive website traffic. Whilst social media or email marketing may deliver immediate click-throughs, your blog will have a longer-term, growing presence in search engines. For days, months and even years to come your blog post can continue attract website traffic far into the future.

The time, resources or money you spend on blogging now won’t be wasted – it’s a long-term investment that has the potential to keep delivering for far longer than many other marketing activities.

4. Generate leads

Companies that have blogs generate 67% more leads per month than companies who don’t have blogs.*

You’ve done the hard work to get someone to read your blog post – so don’t let them get away! Convert readers into leads by adding a strong call-to-action to every post, which will enable you to capture potential leads.

Your call-to-action could be an email newsletter sign-up, an exclusive offer for blog readers, or download of an eBook, guide or resource. Whatever you choose, make sure that it is compelling enough for your readers to want to exchange their details in return for what you’re offering.

5. Position yourself as an industry expert to build credibility & trust

70% of people would rather learn about a company through articles rather than an advertisement.*

This tells us a lot about the golden rule of blogging: your blog needs to help people, share information, answer questions or solve their problems – not just talk about your business and promotions. Many businesses forget this, which could drive visitors away and put them off returning.

Chances are you know a fair bit about the topics your blogging about. This means your blog is the perfect opportunity to position yourself as an expert in your field.

The more you blog, the more you can show off your experience and knowledge. This demonstrates to readers that your business is trustworthy and credible.

6. Build relationships with existing and potential customers

68% of consumers feel more positive about a brand after consuming content from it.**

Blogging is a powerful tool that can build two-way relationships and conversations with your customers. Your blog is the ‘voice’ of your business, allowing readers to really get to know and understand you. Your business becomes relatable to them, and they come to trust and value your advice and knowledge.

Use your blog to build engagement and customer loyalty by posting regular content that gives people a reason to return to your website.

Struggling for time or don’t have a way with words? We can help you to create and publish regular, engaging blog content – contact us today.

* Source: DemandMetric
** Source: iMedia Connection