We know some of you might need some convincing to spend hours creating articles for your company’s blog. What if I said this could bring you more traffic to your website?
How about more sales? – I’m sure that got your attention.
Yes, blogging can increase product sales as part of a long term strategy, so make sure that you’re not losing out on potential customers just because you don’t see the value of blogging right now (but, by the end of this post you will).
- Increase website traffic
Everyone says this. But how does blogging increase website traffic?
One of the ways people discover your website is through organic search. This means someone goes to Google and when they type in their search query, your website appears in one of the top positions on the search engines results page (SERPs). This leads them to click onto your website and discover your brand.
To rank in the SERPs, your website content has to be optimised for the correct search terms.
How is this achieved? Through keyword research (and many other SEO factors, which you can read about here)
Before starting a blog about anything under the sun, you need to decide on the quality, informative content topics to not only attract visitors but also grow your brand and increase sales.
The process of keyword research will give you insight into certain types of queries people are searching for related to products or services on a monthly basis. This will give you the opportunity to provide an answer to these queries and position yourself as an authority in the industry.
Whenever you publish a blog post, you get another indexed page on Google, which gives your website more opportunity to broaden its keyword reach and, in essence, create more entry points for users to enter into your marketing funnel.
- Convert your traffic into leads
With the increased traffic to your website. You have the opportunity to increase your leads.
You can do this by capturing a user with a lead generating call to action. You want to offer the user something that they can not resist.
Let’s say, for example, you write a blog post about a new face cream that has helped people improve their eczema.
A user searches for some advice on how to deal with eczema and lands on your blog post offering advice and promoting your new product. A great call to action would be to offer the new user a 20% discount if they buy the product.
You don’t only get a sale from this, you also get precious data. You have the information of a user who has shown interest in your product to retarget at a later stage, through other marketing channels like Google ads, social media ads or even email marketing, turning them into a repeat customer – the best kind of customer.
A lead-generating call to action does not always have to be something monetary like a discount voucher or free product. To capture a user’s data and encourage them to sign up to your email list you can offer them access to a webinar, white paper, a trial account, online resources or anything that is an asset for which a user would trade their information.
According to online research, companies who blog regularly, produce 67% more leads than companies who don’t.
If you need any further convincing, look at how this method fits into the AIDA model for marketing below. You can’t argue research, right?
- It is a testimony of the work that you do
Besides being informational in a sense of answering questions people might have in the industry, blogging can also act as a portfolio for your business. This means that blogging can feed into the trust factor of building your brand.
Use your blog to show proof of past success that you have had with clients. The marketing channel that will always stand the test of time is word-of-mouth, right? If you share your success stories on your blog, you’re able to incorporate feedback from happy clients and share real praise and reviews you got from them. If you’re in a result based industry like digital marketing, put together a summary of the strategy you used with a client, show data (that you have permission to share) of where the client’s business was before they worked with you and how they have progressed once working with you.
If you’re in an industry like renovation or building, make sure to always capture your progress as well as “before and after” results. Afterall, seeing is believing and an online portfolio might be the convincing factor someone needs to give your business a try.
- Use blogging for link building
Acquiring backlinks for your website might be one of the most challenging SEO tasks as well as one of the most important. Google has mentioned backlinking amongst the 200 ranking factors that determines a website’s rank on the SERPs.
When you produce high quality, informative blogs, you can use these blogs to reach out to other websites to link to you and in turn increase website authority.
Blogging is not only important for potential customers, but when you position yourself as an industry thought leader and have other websites link back to you, it serves as a recommendation and signals to Google that you’re a trustworthy website and they will reward you by boosting your rankings.
- Use blogs to boost your social media
We know that constantly having to create new content for your social media channels can be difficult, but blogging is here to make your job easier.
Everytime you create a blog article, you can repurpose this content for your social media channels. When you create interesting content that your audiences can share on Twitter, Facebook, Linkedin or Pinterest, you’re giving your business exposure to a whole new audience and growing your brand.
By repurposing your content and sharing it on your social media channels, you are driving new users to your website, and in the long run increasing your sales.
- Build your company brand and voice
Along with all the obvious benefits of blogging, this is one you do not want to miss. When you’re building the blog for your business, you’re also building the brand. You have control over the images, the topics, and the tone that will be associated with your brand.
If you own a financial services business, but you want to help the average joe on the street understand economic concepts to make your brand relatable, you have the opportunity to change the way people will perceive your business and perhaps help them be less intimidated when they have to engage with you for business.
Blogging gives you a way to produce great content that also reflects your company’s values and brand voice.
- Blogging drives long-term results
Driving sales results through a blog is not about getting immediate results. It takes work to regularly publish posts, make sure they are optimised for search rankings and make sure your are ranked well for relevant terms. However, the rewards come when your website organically ranks and holds the top positions in the SERPs.
If you’re able to write “evergreen content”, content which will always be in-demand with users, and provide a solution to the problem with your product or services, your blog will continually bring in leads for your business for days, weeks, even years to come. As your website grows in organic rankings, so will your website’s reach, expanding the amount of people who discover your blog information and ultimately your business.
- It’s Easy to do
With the evolution of so many user friendly content management systems, setting up a blog does not have to be overwhelming.
There are a lot of resources as well as easy to use content management systems that can help you start this process, so you don’t have to worry about first completing a coding course before you write your first article.
The benefits of blogging for business are endless. With the evolution of the internet, more and more people, actually, 77% of internet users read blogs. This is definitely a 77% that you want to position yourself in front of. Make sure that you’re able to capture them on your website by blogging, to eventually convert them into your most valued customers.
If you’re keen to get a blog started but might be feeling a bit lost about the best way forward with your content strategy, reach out to our content specialists at Lilo, we would love to help you get the most out of your blogging.