Blogging first started as anonline personal web log, in which a person would record details about theirday. Many entrepreneurs saw a marketing potential in having a web log, so weblogging took off and began to be used for the purpose of marketing. From there,the word changed from ‘web log’ to ‘blog.’
If you have been reading aboutways to start your online marketing efforts, you probably will have read aboutthe importance of a blog. But is it really useful? Is blogging really worthyour time, energy, and frustration? In this article, we will discuss theimportance of blogging for your marketing efforts, and how it can be anincredibly useful business development tool.
It is not hard to conclude that,in a world which places the greatest stress on the importance of customerengagement and user-friendliness, blogging simply has to play a crucial role.In just two decades, we have seen significant changes in the way we shop, work,and carry out our day to day chores.
According to opinionresearch.com, 61 percent of consumers’ decisionsabout the purchase of a product are influenced by reading online recommendationson a blog. Similarly, 81percent of people now tend to search and read about their favoriteproducts online before making a purchase. The change in consumers behavior hasalso compelled businesses to alter the way they communicate and engage withprospects and potential customers. No matter the size of a company, chances arethat it now heavily relies on blogging to stay competitive in the overcrowdeddigital ecosystem.
This makes sense because thedigital space needs to recreate the same feeling which a face to facecommunication have in a brick and mortar store, and blogging does preciselythat. It not only helps you garner bigger visibility but also convert yourconversion rates and ultimately your sales. If done rightly, blogging canbecome the backbone for the growth of your business, and here is why:
Since blogs are regularlyupdated, they give your readers a reason to visit your website regularly foruseful content. According to Hubspot, businesses that blog frequently getbenefits in the form of more traffic and leads compared to those that rarelyblog or doesn’t have one.
Webbiquityalso reveals that companies that publish more than 15 blog posts per monthgenerate 5 times more traffic than companies that do not blog. More traffic onyour site online means more potential client inquiries, more potentialbookings, and an increase in sales. More visitors on your website is alwaysgood as long as they are going to buy your product or service. Make sure tocreate content that solves the audience’s pain points and grab their attentionwith a bit of storytelling.
Now that your blog is drivingenough traffic to your site, it is time to convert that traffic into leads.Every blog post that you write is just another indexed page that increases youropportunity to show up in search engines and generate more leads.
To simplify the traffic to leadconversion, businesses can add a “call to action” to their blog posts, so everytime a visitor comes to your website and sees the call to action, they wouldmost likely click it. This will take them to your landing page where you canconvince them to fill a form so you can turn them to leads for your sales team.
Not every reader of your blog isgoing to convert, but it is essential to take some time and create a blogstrategy. No matter the size of the business you run, just get to blogging andmake efforts to improve every month. For instance, a home contractor couldshare home improvement tips and post before and after pictures of their workalong with a short description of the project for the readers. Similarly, anonline fashion store like leather skin shop could writeabout weekly style predictions and post outfit tips per season.
Every blog post on your websiteshall inspire some action and potentially bring in leads. This is possible whenyou keep the best SEO practices in mind, that will nurture customers round theclock.
Blogging helps you drive continuoussite traffic and new leads. Once you publish a post, it can continue to attractnew prospects and customers and help you increase business sales. More thanthree-quarters of the blog views for Hubspotare for old posts. These posts help them collect the vast majority of theirleads.
While every new post will helpyou gain authority and rank you better over time, it doesn’t end there. Theblog post will now be ranking in search engines, so you will continue to gettraffic and leads for days, months, and years to come.
These posts will bring in adecent amount of traffic, but sometimes they will require a few tweaks toremain relevant and serve your business goals.
One of the aims of every businessis to lower their marketing costs, and blogging is often a vital element thatallows it. Once you create evergreen content, you can distribute it to a wideraudience by posting it to your blog. According to Content Marketing Institute,content marketing (or blogging) costs 62 percent less than traditionalmarketing. Even better, it generates 3 times as many leads as traditionalmarketing. Additionally, content pays dividends long after it is posted and theeffect multiplies as you create fresh content.
These reasons and a plethora ofothers make blogging the backbone of your business. With the current cut-throatcompetition in the market, you will need to give the right amount of time andattention to blogging, not only to attract and nurture leads but also captureand engage new customers.