When we suggest blogging to our clients, we’re often faced with either one of these two reactions: an uncertainty about the necessity of a blog for their website or a misconception that blogging frequently will lead to an increase in leads and conversions. Now, while blogging does have a positive effect on your lead conversion, there is more to it than just that.
But before we expand on the many benefits of blogging, let’s try to understand what exactly a blog is. A blog is, in essence, a type of “short-form” content that is posted under your company’s main website. The content in each post is usually centered on the niche that the business exists in. For instance, a restaurant website will generally post content about cuisine, dining and the ins and outs of the restaurant business.
So, now we come to the crux of the matter: how exactly will posting short-form content help your business?
1. Online Visibility for Your Website
To capitalize on your website’s purpose as a marketing asset, people need to be able to find it. This is where search engines come in: in general, the more indexed pages your website has, the more likely they are to rank on search engine result pages (SERPs). Now, it’s impractical and impossible to update and maintain a single website with tons of internal pages.
However, with a blog, every single post you create counts as one indexed page for the search engines. Thus, with every post you create, you increase your chances of showing up on search engine results.
2. Increased Exposure
In addition to increasing website visibility on search engines, blog posts can, in turn, help boost your business’ social media presence. Each post created is an opportunity for your website visitors to share those posts on social media. This can exponentially increase your exposure to your target audience. Conversely, sharing your blog posts on your own social media channels can also increase your social reach, and consequently, increase traffic to your website.
The more informative content you create, the more you will be perceived as an authority in your field. Thus, when you regularly post content built around helping your target audience to find answers to pressing questions pertaining to your service, it can be especially helpful in boosting sales and conversions. When visitors perceive your business as an authority, they are more likely to trust your sales process and in due time, convert into successful customers.
4. Customer Trust
Blogging encourages a team-aspect in content creation, where all members of your business team - whether it’s sales, product development, or marketing - can contribute their own content. When customers see content that’s contributed by real people who are experts in their respective fields, it can build a layer of trust in the business as a purveyor of accurate and reliable information. Customer trust is obviously crucial to a business’ reputation.
5. Customer Engagement
Blogging can also offer a direct channel of customer engagement through the comments section of a post. Blog comments present a golden opportunity for businesses’ to get up, close and personal with their visitors through immediate interaction and active discussions. Businesses can immediately answer customer inquiries and question, and in turn, increase a visitor’s trust and satisfaction with them.
6. Lead Generation Opportunities
Owing to the high traffic it draws and trust built through consistency in posting and engagement, blogging can also serve as a potential lead source. Once you’ve established authority in your field, visitors to your website will be more inclined to exchange their details for further information from you like e-mail newsletters, e-books, webinars or other special offers. Businesses can capitalize on this by including calls-to-actions to access these resources in the blog posts.
7. Long-term ROI
Even after the initial burst of traffic and leads it creates, a single blog post can continue to generate views and traffic, since it has been indexed and ranked in the search engine pages. In fact, the ROI from a single post can be compounded over a large period of time; and the more current and relevant the post is, the greater the potential in the long-term. In fact, according to HubPost, about 1 in 10 blog posts end up being “compounding blog posts”, that is, blog posts which generate long-term results in traffic and leads over a long period of time.
In summary, when done right, maintaining a blog for your business can lead to a cascade of benefits beginning with increased traffic and exposure.