One of the most effective tools for marketing your business – besides promotional products, of course – is right at your finger tips and much more feasible than you may think. It’s content marketing and one of the simplest ways to get started is to create a blog for your business. That’s right, a blog – and no, we’re not saying you have to start posting pictures of your cats and daily outfits or journal about how life has been treating you lately online. Although, let’s be honest. We would probably read that. What we’re actually talking about is a blog for your business, exactly like the one you’re currently reading but geared towards your own customers’ and demographic’s interests as they apply to your company.
In order for us to convince you that blogging for your business is a smart move, we’re going to address the two major reasons why business owners balk at the idea of it. These are: a lack of understanding and a perceived lack of resources. Let’s start with the former.
We get it. You went into business because you love what you do, you have complete faith in your products or services or you just wanted to be your own boss – not because you wanted to sit in front of the computer, trying to hack the system by typing up search engine bait in the form of 600 word essays all day, every day. That actually sounds awful and, lucky for you, it’s really not what blogging for your business is about. It’s about creating and sharing incredibly valuable and incredibly free content for your customers, as well as your prospective customers, in a place other than your e-commerce site.
So, there’s a benefit to your customers but what are the benefits to you? How can you quantify the actual return on all of your efforts and time spent on a blog from a business perspective? It’s like we’re reading your mind, right? Well, don’t fret because we actually do have what you’re really wanting to see. Numbers! Statistics! Cold hard facts! Like, small businesses with blogs generate 126% more leads than those without them. And, companies that blog have 97% more inbound links. How about, websites with blogs have 434% more indexed pages – something that is a huge boon on the search engine front and is practically all the reason you need to start blogging right now!
Are you a B2B business? It might interest you to know then that B2B marketers who use blogs actually generate 67% more leads that those who aren’t bothering to enter the blogosphere. Yes, that’s a word now.
So, what do all these fascinating statistics add up to? The plain fact that blogging is worth it. All of these happy little numeric nuggets represents evidence that blogging is an incredibly effective way to boost your online visibility, build a trusting relationship with your target audience and lead your online business to more frequent conversions, higher sales, and improved customer retention. Soak it in, folks. Soak it in.
Ok, so now that we’ve helped you with that lack of understanding, it’s time to tackle the “perceived lack of resources” we mentioned earlier. Too many businesses are mistakenly equating blogging for marketing purposes with the need to hire a marketing firm or a high-paid expert in digital marketing and search engine optimization (also referred to as SEO, but we don’t need to beat you over the head with more weird terms). All you need to know is there are some highly knowledgeable experts and firms that can help you drive a ton of traffic to your site, for a price, and you don’t actually need them for this. Like, at all.
If you already have a functioning website with it’s own root domain, setting up a blog can be as simple as setting up a subfolder (for example: yoursite/yourblog.com) and going to town. From here, you can assign blog posts to various individuals at your company with different degrees of expertise, go it alone on your spare time or have one individual work on it. According to impactbnd.com, it only takes an average of 21 to 54 written blog posts to potentially increase your traffic by 30%. The resources used to achieve this seems pretty worth it now, not to mention the aforementioned 434% increase in indexed pages and 126% boost in leads.
For subdomains, which are basically their own sites, separate from your own but acting as a linked sister site (for example: yourblog.yoursite.com), you might think that the cost, time and know-how needed greatly supersedes that of a simple subfolder but it really doesn’t have to. In fact, many custom website and blog companies, like WordPress or Squarespace, provide step-by-step tutorials for setting up a blog and even offer format and hosting packages that range from completely free to just a few dollars a month, depending on your personal preferences. You can even find numerous free video tutorials that will help you learn the basics of setting up a blog and developing quality content. Where can you find these free and helpful tutorials? You guessed it. Blogs!
We’re not the only people online that want to help you out – though we might be the best (dusting dirt off our shoulders as we speak). The internet is full of possibilities and free assistance when it comes to blogging for your business but he most important things it has to offer you are opportunities. Now that you have the understanding and can see that the resources were always in hand, you can seize them. We’re doing it (how meta is this?)! Now, you can too!