With the internet growing every day like the ever-expanding cosmos, there is no better time to take advantage of all of its occupants by posting blogs.
Times have changed since blogging was a practice exclusive to those looking for a place to share their strong opinions with the interested few subscribers. Today, companies can utilize blogs for a number of business benefits. Beyond just the obvious eyeballs on your website, a good blog will help build a relationship with your customers that will keep them coming back for more.
To understand the full extent of the blogging benefits, we reached out to c-suite executives to hear how blogging has worked for them and how it will work for your business.
Everyone wants more website traffic. It’s a simple equation: more traffic equals more sales. But getting eyes on your product or services in a natural way is easier said than done. Besides typing your company’s name right into their preferred web browser, buying an email list (not recommended), or paying for a ton of ads (expensive), driving traffic to your website rests solely in the arms of your SEO.
If you create an index of blog posts on your website, you can influence search engines to pull pages and drive traffic in an organic way. “The more blogs we post, the more chances we have of generating new visitors,” comments Jorge Vivar, Creative Director of mode.
He continues, “Not to mention the savings. Every other tool for getting more clicks costs money. Blogs can be written in-house or outsourced and are cheaper than other methods.”
And remember to post often, “If you want to continually grow your blog, you need to learn to blog on a consistent basis,” says Neil Patel, Creator of UberSuggest. The more blogs you post, the more chances you have of tracking on search engines.
One of the main ways people will find their way to your website is by looking for an answer to a common problem in their life. Your blog can help build your business’s credibility and make it a reliable source of information for those who come looking.
“[A good blog] shows readers that we know what we are talking about. We’re not just selling a great product, we are also experts in our field and care about spreading information,” says Dylan Arthur Garber, Co-Founder of Audien Hearing.
And potential customers want to know that you are experts before they decide to buy, according to the stats. 47% of buyers will view 3 to 5 articles or pieces of content before they elect to engage with a sales team. It’s why you should, “…focus on producing a blog that’s great for your readers,” as Brian Clark, CEO of CopyBlogger, says. You want to form a relationship as a credible source more than just a place to shop.
Once you have that relationship built with potential customers, your blog will help convert that traffic into leads. Because we already know that readers will interact with your page a few times before engaging with your sales team, make sure to include a call to action in every post.
“Every blog post should have a call to action at the end of it. It’s like, ‘you found this helpful? Check out this webinar or whitepaper or heck, even a free trial,’ if you’re a service-based company,” says Adam Shlomi, Founder of SoFlo Tutors.
Not every person who views the blog post is going to become a lead, but you should be trying your best to make sure it is as easy as possible to convert them.
“A person starts as a reader, sees a call to action, clicks it, goes to a landing page where they fill out their information, and now they are a part of your business’s marketing cycle. They might not convert on this visit, but now you have their information and a way to reach them with future offers,” explains Jae Pak, Founder of Jae Pak MD Medical.
As previously mentioned, buying an email list is expensive and potentially illegal. Instead, build your email list by offering a call to action in each post and watch your leads convert naturally over the marketing lifecycle.
It Doubles as Social Media Posts
“We all know content is king, so let your blog post double as a social media post to get the most bang for your buck,” advises Schuyler Hoversten, Co-Founder and President of Swoopt.
“Every time we share a blog post, we can make a post on social media about it and get it in front of more people’s eyes. We can also encourage people to share our blogs on LinkedIn or whatever social media they are on. It’s a great complementary relationship.”
What’s more, doing so will also help make better use of your social media manager’s time, if you have one, allowing them to work on more pressing posts and marketing plans.
It Helps Your Sales Team
The easier you make it for your sales team to close deals, the more lucrative your business will be. Why wouldn’t you make every effort to help them?
“If I come across a company by way of a blog post, I am already more inclined to listen to a salesperson’s pitch because I trust this company,” says Daniel Patrick, Founder of the eponymous DANIEL PATRICK. “I am also going to have a deeper understanding of the company if I have been reading their blog posts making the first touch with a salesperson much more conversational.”
“In addition to more knowledgeable leads, having blogs will help your sales team explain key features,” adds Brandon Amoroso, Founder and CEO of electrIQ marketing. “If a potential customer has a question about a service or feature, we can go a step further than the answer we give them on the phone by following up with a specific blog that answers their question in more depth.”
Blog posts are also helpful as training documents for your sales team as reference tools for them to check out if they need to learn more about a certain topic.
It Acts as a Company News Page
Blogs are a great place to share company news and notify your customers of what you have been up to.
“If you have a new product or a new employee or are celebrating some company achievement, create a blog post about it. This is a great way to show people that you are not only creating blogs to drive sales,” says Justin Chan, Growth Manager at JuneShine.
Try to make your blog as conversational as possible and show that there is a human element to your business.
They Pay Off in the Long Run
Blogs are, at their core, an SEO tool for your business. That means that they are going to be discoverable on search engines in perpetuity. Don’t let the views or leads generated on a single blog post get you down, the numbers show us that blog views will only grow over time.
“While you are sleeping or on vacation, your blog posts are still putting in the hard work of generating views and eventually leads,” Nathalie Walton, Co-founder and CEO of Expectful reminds us. “You will find that most of your leads are coming in from an old post that they stumbled upon; one you probably forgot you even posted.”
Try to make your blog posts evergreen, if possible. The longer they remain relevant, the longer they will continue to attract views and clicks and eventually revenue. And try not to lose faith if it has been a while since you started blogging and are still not seeing results. Some posts won’t attract a lead for years. Be patient and keep posting.
And, Most Importantly, They Humanize Your Brand
The best thing a blog can do for your brand is to humanize it. A good blog will be a showcase for your company’s voice and style and show readers that there are humans on the other side of the screen, not just a product or service that needs selling.
“Blogging is, at its core, about building relationships with people. Yes, you are trying to get new leads and drive revenue, but when you share corporate news like a blog about someone being promoted, it shows that you are not just here for your bottom line,” offers Jason Sherman, Founder of TapRm.
“The most important thing you can do is convince people that there are people behind this product that are trying to do some good with what they are offering. People want to buy from people they trust, a good blog will build trust while doing so much more.”
The valuable information that your blog posts will help build trust while you’re writing will help give your brand a voice. Do both effectively and you are on your way to effectively humanizing your brand.