Blogging is a cost effective, timely marketing technique that allows you to spread your company’s name and increase brand awareness. Sharing your industry expertise can be a quick process to generate lasting results. The internet is filled with information readily available for people to search. Put yourself in your buyer persona’s shoes and think about the aspects of your industry they are curious about.
By being an innovative thought leader, you are able to establish authority and drive prospects to your website. Below are the top three reasons why having a blog for your business is a crucial part in branding your company.
1. Establishes value
One of the greatest benefits to creating a well-written blog, is being able to position yourself as a leader in your industry. If you consistently pump out beneficial material to your readers, you’ll start to naturally establish yourself as a leader. People will always have topics they are curious about and questions that need to be answered, so be the source of information. Leverage yourself in a way that attracts your audience.
Sharing your expertise gives your company a voice and establishes authority. If prospects are turning to your company for educational content, then they will be more likely to work with you in the future. According to a HubSpot survey, 57% of businesses who blog acquire more customers.
There is great value in prospects finding information from the blog posts written by your company. Blogging instills trust within the sales process even before they are interested in working with you. Prospects who are familiar with your company by reading your blog posts and viewing your website will often times enter the sales process more educated on the products or services you have to offer. This will lead to a more productive sales call than calling a cold lead.
2. Drives people to your website
There are three main ways to drive traffic to your website: social media, search engines and blogging. It’s no surprise in our digital world that Google processes, on average, over 40,000 search queries every second. That’s over 3.5 billion searches per day. Our minds are continuously curious and questions are constantly being asked.
The more people directed to your blog for information, the more likely they’ll be drawn to your company’s website. More than 1,500 customers, companies that blog have 55% more visitors and 434% more indexed pages (HubSpot survey). Often times, when people are scrolling through a blog, they are directed to other pages on the website.
A company’s website is usually comprised of few pages and isn’t updated often. This combination means the site is not likely to perform well in a generalized search. That’s where blogging comes into play. When you write a blog post, it’s an added indexed page to your website. This will give your website a greater chance to show up in search engines and drive traffic to your site.
Blogging also helps in other areas of your marketing campaign. When you write a blog, you are creating new content to share on your social media pages such as Twitter, LinkedIn and Facebook. Businesses that utilize blogging receive 97% more links to their website than those who don’t (HubSpot). Reaching new audiences will not only increase credibility, but it will also boost your inbound links.
3. Long-term results
Since people are constantly searching the web for information, a single blog post will continue to generate traffic and leads for weeks, months and even years to come. This adds value to your work because the effort you put into past posts can result into thousands of views and possible leads down the road.
Most of the sales you generate from blogging will likely come from older posts. About 70% of traffic to the HubSpot blog every month comes from posts published in previous months. The same goes for lead generation, with about 90% coming from blog posts published months and years ago (HubSpot).
To have a successful blog though, you must update it frequently. Just because older posts can continue to generate sales, doesn’t mean you only rely on them. You must keep your website active and fresh by continuing to address hot topics within your industry. Every time you write a new blog post, you are creating new opportunities for your website to be found. The more you post to your blog means more chances for you to make a connection with prospects.
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