In the past few years, business blogs have been cropping up everywhere – from hip tech companies like Squarespace to small local businesses. Blogs can take substantial time, money, and energy to keep up, so why are all these companies joining in on this trend?
It’s because blogging works – you’re reading this post right now, aren’t you? Here are a few benefits that blogging can bring to your company:
- It helps you build better relationships with current and prospective customers. Building a helpful resource on your blog, where you share industry trends, knowledge, and updates, keeps your customers informed and builds trust.You should also use your blog to engage in discussions with your readers. Participating in conversations with your customers leads to deeper understandings of the ideas that matter to them. Getting to know your target audience helps improve your products and services, and helps put a human face on your company that leads to greater customer loyalty.
- Blogs help drive people to find your company. Blogging creates new pages for search engines to index every time you create a new post. If you fill this with regularly-updated, high-quality content, search engines will look more favorably on your site and help your site rank higher for key search words.Additionally, when you create content that people want to read and share, they will post it to their social channels. This brings even more eyeballs and increases traffic to your site.
- Your efforts are compounded over time. According to Hubspot, about 70 percent of the traffic on their blog comes from posts that weren’t published in the same month. Because when your blog post starts ranking in search engines, it will continue to deliver ROI for you and your company long after it’s posted.Many companies find that their best blog posts are still bringing in leads long after they’re originally published. In fact, about 90 percent of Hubspot’s leads come from blog posts written several months prior. This is why it’s so important to include evergreen content that is applicable in many different situations and times in your blog, along with timely, news-related posts.
It’s clear that blogs are a great investment for your company and can lead to big results. But just because you build it, doesn’t mean the customers will come. Since so many businesses are creating and sustaining blogs, it’s important that your company’s content stands out and provides value for your readers.
Follow these tips to ensure your blog stands above the rest and brings in business:
- Build relevant calls to action, and place one on each post that you write. Don’t rely on people to know what you want them to do after they read your content – guide readers to the action you want them to take, whether that’s subscribing to your newsletter, signing up for a product demo, or following you on Twitter. This will help you build further engagement with your readers and ensure you can measure tangible metrics on your posts.
- Understand your customer, and write about the things they want to know about. It sounds simple, but it’s something bloggers often forget. Make sure to include phrases, topics, and categories that resonate with your customer, and make them searchable within your site so that they can easily find them. A great way to discover topics that matter to your target customer is by searching social media, forums, and media to gauge trending subjects and commonly asked questions about your topic.
- Be consistent in your posts. Hubspot studies show that businesses that post more than once a week add subscribers twice as quickly as those that only add content once a month. To achieve a consistent timeline in your publishing, enlist the help of your staff to write their own posts about things that interest them that fit the topic of your blog.
- Spend some time writing great headlines. No matter how amazing your article is, the headline is the thing that grabs people’s attention and makes them want to read further. Readers are drawn to clear, but interesting headlines that use numbers, interesting adjectives, puns, or invite disagreement, so use some of these tactics to invite curiosity.
- Employ A/B testing with your posts. Many companies test different types of headlines, images, or formats in their posts, and then track metrics on each one. If one of the posts receives more likes, comments, social shares, or clicks on the call to action, they know to optimize future posts based on the better-performing article.
- Use personality. Part of the reason people like reading business blogs is that it gives them a behind the scenes look into the people and personalities that make the company tick. Don’t be afraid to use anecdotes, jokes, or pop culture references to liven up your writing and keep readers’ interest.
Business blogging can have a huge impact on your bottom line. However, building up a solid base of subscribers and readers, and seeing the return from the time you invest in writing blog posts, can take some time. Remember that when it comes to blogging, the benefit will outweigh the costs eventually if you follow these steps to a high-quality blog that brings in customers.