1) It helps drive traffic to your website
Raise your hand if you want more website visitors. Yeah, me too.
Now think about the ways people find your website:
- They could type your name right in to their browser, but that’s an audience you already have. They know who you are, you’re on their radar, and that doesn’t help you getmore traffic on top of what you’re already getting.
- You couldpay for traffic by buying an email list (don’t you dare!), blasting them, and hoping some people open and click through on the emails. But that’s expensive and, you know, illegal.
- You couldpay for traffic by placing tons of paid ads, which isn’t illegal, but still quite expensive. And the second you run out of money, your traffic stops coming, too.
2) It helps convert that traffic into leads.
Now that you have traffic coming to your website through your blog, you have an opportunity to convert that traffic into leads.
Just like every blog post you write is another indexed page, each post is a new opportunity to generate new leads. The way this works is really simple: Just add a lead-generating call-to-action to every blog post.
Often, these calls-to-action lead to things like free ebooks, free whitepapers, free fact sheets, free webinars, free trials … basically, any content asset for which someone would be willing to exchange their information. To be super clear for anyone unfamiliar with how traffic-to-lead conversions work, it’s as simple as this:
3) It helps establish authority.
The best business blogs answer common questions their leads and customers have. If you’re consistently creating content that’s helpful for your target customer, it’ll help establish you as an authority in their eyes. This is a particularly handy tool for Sales and Service professionals.
Can you imagine the impact of sending an educational blog post you wrote to clear things up for a confused customer? Or how many more deals a salesperson could close if their leads discovered blog content written by their salesperson?
There are other reasons businesses might want to blog, but I think they’re smaller and stray from the core benefits of blogging.
For instance, I love to use our blog to test out big campaigns on the cheap — before we invest a lot of money and time into their creation. I also love to use our blog to help understand our persona better. And while this shouldn’t be their primary use, blogs also become great outlets through with marketers can communicate other PR-type important information — things like product releases or event information. It’s certainly easier to get attention for more company-focused initiatives if you’ve built up your own audience on your own property, as opposed to pitching your story to journalists and hoping one of them bites.
These are all great side effects or uses of a business blog, but they’re secondary benefits to me.
If you’re looking to start a business blog or get more investment for one you’ve already started, the reasons above are a great place to start arguing your case.
Are you already well underway when it comes to business blogging? Just starting out? Share your thoughts on business blogging below and what you’re looking to get out of it.