Business blogging is a marketing tactic that uses blogging to get your business more online visibility. Having a business blog is much like having other marketing channels just like social media and email marketing. It's primary goal is to support business growth over time.
Why blogging you may ask? Here are a few reasons why your business should consider it:
- It helps drives traffic to your website.
On your website, you usually don't have a huge amount of pages that get updated regularly. It's rare that you need to update your "About Page". Ideally, this is where blogging comes in. Every time you write a blog post, it's one more indexed page on your website which means it's another opportunity for you to show up in search engines. Additionally, this drives traffic to your website in an organic search. That's a cue for Google and other search engines to see that your website is active and they should be checking in frequently to see new content that surfaces.
Social Media and Blogging also serve as a symbiotic relationship. Whenever you write a blog post, you are creating relevant content that can be shared on your various social media platforms. This helps expose your business to a new audience that may not know you yet. Blogging can serve as a repository for social media content so that you don't have to be constantly creating brand new content for your social media channels.
2. It helps convert traffic into leads.
With the new traffic coming to your website via blogging, you now have the opportunity to convert that traffic into leads. Each new post to your blog is a new opportunity to generate new leads. All you have to do is add a lead-generating call-to-action to every blog post.
More often than not, these calls-to-action lead to things like a free webinars, free eBooks or free trials. Basically, any content asset that for which someone would be willing to exchange their information.
Here's a basic breakdown of how it works:
- Visitor comes to website
- Visitor see call-to-action for a free offer
- Visitor clicks call-to-action and gets to landing page, which contains a form for them to fill out.
- Visitor fills out information, submits information, and receives the free offer.