Blogging is a marketing tactic that uses blogging to get your business more online visibility. A business blog is a marketing channel, just like social media, direct mail, or email marketing, that helps support business growth. At its most basic, blogs can help you develop an online presence, prove yourself an expert in an industry, and attract more quality leads to all pages of your site.
Blogs drive traffic to your website. Every time you write a blog post, it adds one more indexed page on your website, which means it’s one more opportunity for you to show up in search engines and drive traffic to your website in organic search. Blogging also helps you get discovered via social media. With each post, you’re creating content that people can share on social networks, which helps increase your business’s exposure.
Blogs increase your credibility and authority in your niche. While these metrics are nearly impossible to measure, they’re still incredibly important. If a confused prospect or customer can easily find the information they’re looking for in a blog or on your website, they’re more likely to trust your company as an expert in your field. That makes for a far more productive sales conversation. By publishing fresh content, users will be more likely to trust that your brand is up-to-date on the latest in the industry and, therefore, more trustworthy.
It greatly increases your website’s SEO. When you stumble on a website that hasn’t been updated in years, you’re likely to exit immediately and never return. Google is the same way; when a website or its content hasn’t been updated for a while, it will move on past it to find the next best search result for the user. Therefore, websites that are updated have a much higher chance of ranking higher as a search result than pages that are stale.
Pro Tip: Post blogs often to keep your website fresh in Google’s eyes. Keeping an updated website doesn’t mean you’ll need to implement 24/7 content coverage, but it’s a best practice to release content at least once per week, if possible.
It gives you the opportunity to connect with your community. At the very least, you might create a blog to engage with an online community of readers with similar interests. If you’re a small, local business or practice, blogging about local events or things going on in your community is a great way to get engagements from other locals. Whether they’re comments on the blog itself, or shared social media posts, they’re engagements that you’re getting by doing something that’s already beneficial to your business.
In short, business blogging is a low-cost way to create opportunities to get your website found by the people that you want to find it, so you can generate new leads and customers for your business.