It seems like everyone has a blog these days – businesses, nonprofits, that friend from college. You might feel like you have nothing new to say because the Internet is saturated with them.
Others think blogging is dead or on its way out.
Podcasts, YouTube, TikTok, and other forms of social media are competing for attention online. Maybe you’re wondering how your blog can compete with quicker ways of consuming information like audio and video?
Good news: blogs are not dead.
HubSpot found that “60% of people read a blog at least once a week.” Unlike a lot of social media content, people can still find and read blog posts years after they’ve been published.
Your blog is an important part of your brand’s online presence. You know so much about your industry, and your blog is one place where you can share that knowledge with your audience.
Unless you’re some kind of tech wizard, blogging is also faster and easier to master and produce than audio and video editing.
Today we’re sharing three reasons a blog is important for your business’s digital marketing strategy.
1. Your blog drives traffic to your website.
Wouldn’t it be great if potential customers showed up at your website without email, social media, and print advertisements directing them there? What if more people found your website through search engines?
A blog can increase your search ranking, which increases your website traffic!
A lot of factors go into search engine optimization (SEO), the process of improving your website to increase your ranking in a search engine’s results. Factors contributing to your website’s search ranking include how recently you’ve updated your site, the number of pages you have, and the use of words and phrases (or “keywords”) relevant to someone’s search query.
Blogging boosts your website’s SEO with relevant content and consistent updates.
The higher you show up on search engines, the easier it is for potential customers to find your website. Nobody wants to scroll through 3 or 4 pages of search results. Use your blog to help people find your website.
2. Your blog establishes you as an authority on your subject.
If you’re a small business owner, you’re probably an expert in your field. You know more about your subject than most of your customers ever will, whether it’s embroidered accessories, window washing, HVAC systems, or artisan cupcakes.
A blog is a place for you to demonstrate your expertise.
Customers want to make purchases from trustworthy businesses. Show them you’re a reputable business by sharing your knowledge on your blog.
What facts do you wish the average customer knew about your field? What questions do you get asked over and over? What tips and tricks should more people know? Use your insider knowledge to write educational blog posts for your readers.
If you’re feeling a little stuck, look up common queries on Google that relate to your business. What questions do potential customers typically ask? If you have an answer to those questions, blog about it.
Potential customers will see your blog and remember you as an expert in your industry. The next time they need your product or service, they’ll be more likely to turn to you because you’ve earned some authority and trust with them.
This leads us to the third reason your blog is integral to your digital marketing strategy.
3. Blog posts can turn readers into customers.
Website traffic is nice, but it doesn’t pay the bills. You really need customers – and a blog can generate those, too!
Every blog post is an opportunity to turn your readers into customers.
Yep. Every blog post.
Include a clear call to action (CTA) for your readers. Encourage them to schedule a consultation, sign up for your email list, or make a purchase. HubSpot recommends putting a CTA in every blog post, whether you’re inviting readers to download an ebook or plugging your latest product.
Make your call to action relevant to that blog post. If your post talks about the benefits of a certain product, invite readers to purchase that product. If you’re sharing a success story from a previous customer, tell the reader how to schedule a consultation and take their first step toward success too.
Every person who visits your blog isn’t going to become a customer, and that’s okay! But readers who are ready to make a purchase just need a little push: a CTA.
Fill your blog with relevant content, give readers a clear next step, and watch your website traffic turn into sales.
Ready to start a blog for your business?
When you fill your blog with relevant, authoritative content and give your readers clear CTAs, your blog will promote your business and bring in new customers! Check out our blog post on how to write a killer blog and generate leads for more tips and tricks on getting started.
We’re here to help if you want to start a blog but don’t know where to begin. Schedule a call today, and let’s talk about how our team can create an amazing blog that improves your search ranking, demonstrates your expertise, and converts customers to your brand!