60% of U.S. consumers have made a purchase at the behest of a blog. That should be reason enough to recognize the benefits of blogging for business. Of course, there are still business owners who believe blogs are a frivolous endeavor.
They couldn’t be more wrong. The truth of the matter is blogs are an essential component to establishing and maintaining an online presence. Whether it’s converting customers — or drawing them in — every business can benefit from a blog.
Need more convincing? These seven major benefits of blogging may change your mind.
1. Utilize Search Engine Optimization
Blogging is the driving force behind search engine optimization. Search engines are looking for new content to index, as well as relevant keywords to categorize it appropriately. If your website doesn’t have a blog, your SEO is limited to on-page optimization.
Running a business blog provides an endless source of opportunities to claim new keywords and create a constant flow of content. Both of these practices will go a long way towards improving your website’s ranking on the SERPs.
What does that mean for you? More traffic to your website and thus a higher volume of conversions, which we’ll talk about now.
2. Convert With Calls-to-Action
The main purpose of blogs is to convince your readers to perform an action. This is known as a call-to-action which normally appears in the conclusion of the blog post. If the article is insightful and persuasive enough, your readers will be primed to seriously consider the request.
For most businesses, the call-to-action will ask readers to visit a service or contact page. If they end up going through with the request, you’ve just performed a customer conversion. This means you’ve taken a potential customer and convinced them to enter the sales funnel in some capacity.
3. Improve Marketing ROI
Compared to PPC campaigns and other digital marketing tools, blogging is an extraordinarily cost-effective technique. It takes a good deal of time for your marketers to plan and publish blog content on a regular basis. However, these articles cost nothing more than their hourly salary.
Even better, blogging makes it easy to build an email list. You might do this through calls-to-action at the end of the article or a pop-up on the sidebar. Email marketing has a mind-boggling 4300% return on investment.
Maybe that’s why two-thirds of businesses say it’s their most lucrative marketing option. Of course, you can’t build an email list without drawing a steady stream of traffic to your site by blogging.
4. Establish Yourself as an Authority
You should seek to create original blog content that provides insight into industry-related problems. Let’s say you’ve collected fresh marketing statistics or realized customers struggle with one of your products. If your blog becomes a source of information and solutions, potential customers are more likely to view you as an authoritative voice in the industry.
What does that mean for you? Many customers will prefer working with your business compared to your competitors. You’ll also have an easier time growing leads with better email marketing conversions and social media shares.
5. Build a Brand
Even though professionals use blogging as a marketing tool, that’s not to say that it’s devoid of personality. Running a blog with a memorable and distinct voice is a simple way to introduce website traffic to your brand.
For example, let’s say your business targets middle-aged stay-at-home moms. Your marketing content might take on a no-frills, I’ve-got-you-girl approach. Since your blog is an extension of your marketing efforts, and thus your brand, you’ll want to establish a similar voice in the blog content.
For one, the voice should resonate better with your intended audience. That means they’re more likely to actually read it. But it’s also an opportunity to establish your company’s brand and showcase the personal side of your business.
6. Create Shareable Content
If your business runs a social media account (or several), then you may feel you’ve already got your hands full. The good news is blogging kills two birds with one stone.
Sure, you can link to the blog on Twitter and Facebook whenever you publish a new post. That’s useful but not groundbreaking.
The real secret is distilling the information in your blog into something more shareable.
Gathered some statistics? Create an infographic based on the data. This is stickier and better suited to social media channels, meaning you’ll find more success than posting the blog itself.
If you’re having trouble with your social media campaign, a blog can supplement a great deal of the content.
7. Cultivate Analytics
Think you’ve figured out your target audience or buyer personas? A blog can put this information to the test.
You’ll discover vast differences in the success of your blog posts. While one article may achieve a 7% click-through rate, another could be 1% or less. This can help you determine what works best for your audience.
And analytics isn’t just quantitative. Consider implementing a comments section for each post. These reviews and opinions offer additional insight and data you wouldn’t receive without a blog.
Embrace the Benefits of Blogging
If you’re a small business owner trying to make the most of your marketing budget, it’s time to give blogging a chance. You can enjoy better search engine rankings, excellent ROI, customer conversions, and more — all with the inclusion of a simple blog.
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