At some point, most business owners are faced with the option of starting a blog.
Many new blogs are launched every year by companies, but it also needs to be stated that many shut down or become dormant.
If you have a blog or are considering starting one, you should be clear on the reasons why a blog is a good option.
One thing is clear – unless your blog project becomes a core business activity, your blog will not deliver the benefits you want. As a result, it will likely wither on the vine and die.
The key is to expand your thinking about what is possible by implementing a blog strategy. Rather than an add-on – an afterthought – your blog needs to be front and center in your online marketing outreach program.
That’s why I wrote this post. To show you how effective a blog can be to grow your business. If you buy into the points I’m making here you can look forward to a positive future for your blogging program.
9 Reasons Why Every Business Should Have a Blog
1. Will Establish Your Business As the Leader In Your Industry
Have you heard the term, Authority Positioning? What is it? Well, it’s about positioning you and your company as an authority – even a thought leader – in your industry or niche. And that’s where you want to be – the top dog in your niche. The top dog gets to lead from the front and always gets a change of view!
Are you there yet?
The point is that a well-executed blog strategy will establish you as the kingpin in your niche. The way to do it is to articulate a compelling message that hits the spot with your ever widening audience.
2. The Search Engines Will Send It Some ‘Free’ Traffic
If you select topics that focus on low competition keywords, you will probably get some of your blog posts ranked in the search engines. Imagine that – search engines, like Google, will send you visitors for free. And quite often you can do it without spending money on Search Engine Optimisation (SEO) services.
3. A Platform For Social Media Shares
In recent years, social media has become a big deal. Therefore, it makes sense to promote each blog post on social media sites such as Facebook, Twitter, Pinterest, and Linked In. If the content is useful and relevant, some people will share it which in turn can create a viral effect.
4. Generate More Leads
If you’re getting more traffic courtesy of the search engines, social media, and other strategies, you will get more leads. This is on the proviso that you have a correctly sorted website with opt-in forms prominently displayed.
If you’re getting the traffic but no leads you’ll probably need to make some changes to give people good reasons to make an inquiry and jump onto your subscriber list.
Changes could include the addition of a free offer (such as a free report) banner with a call to action. Display the offer on each page of your web site, including your blog. You can also include the offer with a call to action at the bottom of each blog post. Scroll down this post and you will see an example of same.
Here is an example of an offer with opt-in box:
Of course, if you include a free offer as a kind of lead bait, you must use it to build your email list. When someone joins your list, they should receive a regular series of emails about your products/services. If you don’t yet have an autoresponder system such as AWeber, you can sign up here.
But your blog can be a powerful lead generation catalyst for your business in its own right. The reason is that if your blog contains lots of desire building content this will encourage site visitors to take the next step and make an inquiry. Another lead for you.
5. Will Boost Your Sales Conversions
A blog can be a powerful way to increase conversions for these reasons:
Social Proof. People generally won’t do business unless they have confidence. One way to instill confidence is to give them some social proof. Social proof comes in many forms, the most obvious of which is a testimonial. Bolster the humble testimony with other techniques such as case histories, customer interviews, etc. and then feature them on your blog. Take a look at this blog and its comments – you’ll see plenty of social proof here.
Evidence of Competence. This one overlaps a bit with the previous point because a lot of the social proof ideas will automatically demonstrate competence (e.g., case histories). All the claims and promises in the world won’t amount to a hill o’ beans if you can’t demonstrate competence. If you have qualifications, show them. But there are many other techniques you can use too.
(I write about both of the above strategies here
6. Create a Sense of Community
If you do it right, you can create a vibrant community with your blog. Create content that includes customer, employee and supplier profiles. Then, send the links to your customers who in turn will visit your blog. Encourage them to leave a comment and share your post on their favorite social media sites.
The key to community building is to get people to come back to your blog multiple times. When they do, they will get to know some of the other regular visitors, and may even interact with them. Keep in mind that relationship building takes time, and it may take six months or more before your blog takes on the appearance of a fledgling community.
7. Produce More Referrals
As you’ve seen your blog can get some engagement happening and build a sense of community. But more than this. When customers see all of this activity their belief and enthusiasm for your company will grow markedly. Result? More sizzling hot referrals for you. People love businesses they perceive as winners.
8. Will Improve Your Communication Skills
The fact that you are creating content, some of which will be persuasive in nature, means your powers of persuasion will be enhanced. Use your blog as an opportunity to hone your persuasive skills. And of course, you can leverage improved skills in this area into other aspects of your business. In short, your blog can be a potent force for marketing good.
9. Builds Your Brand
You can build your brand without a blog – a good website can do it. But here is where the blog can take your brand to another level. It will humanize your brand because it will include regular, original stories about you, your team, and your customers. There’s a lot you can do here – use your imagination to develop more ideas.
The main thing is to tell personalized, people-centric stories that convey real benefits to readers. Try and avoid dry dissertations about product features etc.
Your Turn – Time to Comment!
Do you already have a blog? (If not, you’ll need a hosting account so you can have your own self-hosted WordPress blog.)
If yes, how has it helped you increase your credibility and authority?
Has your blog produced more leads and sales?
OR has it helped you convert more leads from other sources into sales and new members?
Are you getting engagement and social media shares for your blog posts? (If not, check out my blog post on blog commenting on this blog.)
Before you read the above post were you totally clear about all of the benefits a blog can provide?
Do you need help creating content and generating leads and traffic for your blog? (If yes, book in for a free 30 minute So Helpful strategy session.)
Make a comment below!
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All at no cost to you. All I ask for in return is a testimonial and the opportunity to build a valuable relationship.
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