Friday, May 15, 2015

4 Benefits of Blogging for Business

The other day, the professional copywriting team from our SEO firm was talking to a group of business owners and we were asked, "Why should our businesses be blogging? What's in it for us?"

There are four core reasons that every business, especially small businesses, should be blogging.

1. It drives traffic to your website. 

If you want to have more traffic to your website, then you are among the thousands of business owners who wish to have more traffic to their site. Let's consider the various ways that people will find your website: 
  • They could type your URL right into their web address bar. However, for that to happen, they have to already know your URL, which means your business already has them. You are on their radar and they know about your business. 
  • You can pay for the web traffic by purchasing some email lists, emailing the people (victims?), and hoping for some clickthrough with the emails. However, that is both tacky and sort of illegal (Google hates it, a lot)
  • You can buy Adwords and pay for high placement in search results. This is an effective method, to a point, but people only click on these links 20-30% of the time. 
    • That means that organic links get clicks 70-80% of the time. 
So how can you drive traffic to your site since those three methods got shut down? Blogging, social media marketing, and search engine marketing

Blogging draws the eye of search engines to your site, which helps with traffic in two ways. 

The first way is that search engines like content, fresh content. If your business actively blogs, this adds another fresh page of content to your site for search engines to crawl, index, and like (hopefully). This enhances your chances of good organic rankings. The alternative is to update the content on your website; this is a great method but how many times can you actually update your "About Us" page? The second way is that people will read your blog posts and click to your site. In each blog post, you will include links to your site via keywords and images. By extension, you can drive traffic to your site (and blog posts) with blog posts being shared on social media. It can be tough to have social media posts worth looking at, let alone sharing, blog posts help both issues. 

2. It helps you convert all that traffic into qualified leads. 

Now your site has all that traffic flooding its pages; you have a fantastic opportunity to convert that traffic into qualified leads. How do you do this? Insert a good, lead-generating call-to-action (CTA) to each blog post. 

Your CTAs can be things like free ebooks, whitepapers/fact sheets, pamphlets, consultation meeting, trial memberships, etc. It has to be something someone will be willing to give their email up for, not something lackluster. 

If you are already writing blog posts but don't have a quality CTA, start adding that to the blog posts right now. 

3. It helps establish your expertise and authority in the field. The people who write about topics in an industry are the people who know the most about it and can share info. How many blogs about an industry are written by "rookies", at least that you see? Not many, if any. 

The best corporate blogs are blogs that can answer consumer questions. If you can create content that helps your target market, they will see you as an authority. This is helpful, nay, necessary for good sales leads. Your sales team will thank your SEO copywriting team. A card would be nice. 

Measuring your success in establishing your business as an authority can be difficult, if not impossible. You can gauge it by how many readers your blog posts get, comments, and shares on social media. 

4. It drives great long-term results. 

A good blog post can drive traffic and help establish good, organic search results for months after the blog posts was published. Our Chicago SEO company has at least half of our monthly web traffic come from blog posts that are several months old. Crazy! 

If your blog posts can rank on their own, then they can each drive traffic for days, weeks, even months after being published. 

Is a company blog something that your business needs to invest in? Then call or email Integraphix. Our SEO team will give you a free website analysis