What is a blog?
A Blog post is typically a written article, or piece of short-form content, that informs or relates to a specific keyword or topic.
Blog posts can be published on a blogging website or on a page of a site that is frequently updated with blog posts. A blog page does not remain the same like a “Home” or “About” page of a website, it is frequently updated and added onto. Each blogpost that is added creates an additional webpage that becomes and remains accessible through a website’s blog page.
Businesses often use blogging as a marketing tactic to gain online visibility. Blogging can also essentially function as a marketing channel, (like social media, or email marketing).
Well-crafted business blogs centre on the particular subject that their business is related to or about. For example, Empty Desk Solutions is an online marketing company; so our blog focuses on social media marketing, email marketing and online marketing for businesses at large. Our blogs are not about the latest fashion trend, new cooking recipes, or the current real estate market, because our business is not related to any of these topics.
A business’ blog should be related to the industry, or the services/products it provides. Each blog post that is published should work to highlight a specific topic within the subject field of the business.
Why do small businesses need a blog?
In short, business blogging gives a website endless opportunities to be found, so it can generate new leads and customers for the business.
Business blogging offers an effective way to maximize a website’s chances of coming up. The more pages a website has, the more chances it has to rank, or be discovered by search engines, such as Google. Each blog post that is published on a website’s blog page creates a brand new URL, or webpage in itself. By having a blog page, a business now has endless opportunities to create new page URLs that can then be ranked in search and discovered by people that will now find out about the business.
One blog post equals one more opportunity for a business to show up in search engines and drive traffic to its website from organic searches. A website’s blog page provides a place for all of its blog posts to exist on, while keeping the actual website from becoming cluttered with too many pages. This allows for a website to retain easy navigation while also providing more opportunities for a business to be discovered by potential customers.
Business blogging also allows a business to target the people who are actually searching for the type of services/products it sells. Blogging offers the chance to customize a business’ web content in order to attract people that are, at the very least, interested in subject of what the business has to offer. Additionally, business blogging increases a business’ chance to be discovered on social media. Every blog post that is published provides another piece of content that people can share on their own social networks, which then exposes the business to an even larger audience.
One of the greatest benefits of business blogging is that it drives long-term results.
For example, let’s say that the day a blog post is published it receives 100 views and brings in 10 leads. The following day as it circles around social media and some subscribers decide to check out the email, the blog gets another 50 views resulting in 5 more leads. In total so far the blog post has netted 150 views and 15 leads.
However, that’s just the beginning because now that blog post is also ranking in search engines. Meaning that for days, weeks, months, and years to come, that one, single blog post will continue to be discovered online, bring in traffic and convert new leads. This allows time for a small business to focus on other things while also driving in traffic and leads through the blog on their website, since last week’s blog continues to result in hundreds of thousands of views and leads in the future.
Much like social media marketing, when it comes to business blogging, most sales actually come from older posts.
This is what makes a blog a compounding post. While there might not be immediate results, over time, the amount of traffic and leads generated by the blog post will become predictable, allowing a business to refrain from committing any additional resource investment. Once a blog post is published it will be out there on the Internet working to bring in new traffic and leads forever. Even blog posts that have been published several years ago will still pop up in search engines, or on social media if someone decides to share it after reading it themselves.
When it comes to business blogging, it is key to remember the gains that are made over time as a business publishes more and more blog posts. Each blog post that is visited will stack on top of each other as they rank in search. This will create a diverse portfolio that will drive consistent returns month after month.
The most successful business blogs typically strive to answer common questions their leads and customers have. If a business is consistently creating content that is helpful and informative to its target customer, it will help establish the business as an authority in their eyes. If potential customers are able to answer questions they have through the blog posts written by a business, they’re much more likely to come into the sales process trusting that business because it has helped them in the past. Especially if it was even before they were interested in purchasing something. A more productive sales conversation occurs when potential leads have been reading a businesses blog posts as they will already be familiar with the business’ services/products, sales process and the industry in which the business is in.
Blog posts can also serve as documented explanations for staff members that require an in-depth understanding of any question related to the business. This in turn will help sales personnel become further positioned as a helpful resource to every customer.
In tandem with this, business blogging is also extremely helpful with establishing trust.
By creating content that answers the questions of a target customer, a business will inevitably earn a trusting relationship with them.
This will make leads more comfortable with investing in a business and becoming customers. A business’ blog can make a business become the source for a customer’s solutions.
Now… ready to get down to business?
Before we get into, ‘Blogging for SEO and Leads’ specific tips, we recommend that you schedule a blogging plan for the entire year. Yes, you read that right, the entire year! Blogging takes time and commitment, without a plan it will become more and more difficult to maintain. Whether you aim to blog once a month or once a day, print out that calendar, (or save a tree and use a digital one). Mark on it which days you will write and what you will write about. Creating this lose strategy will at the very least keep you on track.
Remember: Building a blog that creates a community and brings in new readers takes a lot of time. That was your official warning 😉
Our top 10 SEO tips AND our powerful blogging for lead gen swipe file is ready for you! Oh and… it’s free! Want your? Click here to grab your copy or click the image of the guide and we will send it straight to your inbox.
We hope you can make good use of the tips above and included in the guide – and as always… #HappyMarketing