why-blogA client of mine recently asked, “Why blog?”

“Everybody seems to be doing it, but I’m not quite sure if it will really help my business.” I knew then that this was a person who needs my services, and so I said, “The fact that you’re asking me about blogging answers why people are doing it.”

The fact that people have questions necessitates the need for blogging. People want to be informed, and people constantly need to be informed. It is the reason why hundreds of thousands of blogs are being set up each day: to provide information. Blogs may come in different sorts and serve various purposes, but one thing is common about them: they serve to inform you.

Apart from millions of personal blogs, I told my client a basic fact: people are blogging for business. Even in the digital age, a lot of people are still skeptical about blogging as a part of their marketing campaigns, but they have to realize that starting a blog is not a thing that businesses do on the side, just to get to the Internet bandwagon. It has clearly defined benefits for their business.

Why blog? Here are 5 very rewarding benefits for your business.

It brings traffic to your website and your business

It is very hard to imagine a business with no website nowadays. People surf the internet more than watching TV or reading a newspaper, so how can you expect them to know your business? And it’s not enough to just have a website with an “About Us” page and a listing of the product of service you’re offering. Your customers are smarter than that, and they easily get bored with the same information.

Blogging for business is a powerful marketing tool. Each time you post a blog on your website, you add an indexed page on your website, and this adds another opportunity for your website to appear in Google searches. People key in words to look for relevant information. With this, the blogs you create give that chance for them to reach you more easily. Being a blogger helps you connect with people, and it brings traffic to your website.

On top of that, your blogs help bring more traffic via social media. People will like your content and can share them on their social networks, thus your website potentially draws more traffic. It also works on a two-way street: people who reach you via Twitter, Facebook or LinkedIn tend to seek more information, and in turn visit your website.

It can convert traffic to leads and sales

The magic starts when people get interested in your blog content. Their questions get answered, then they ask more questions, then they see the need to buy your product or service. By starting a blog, you now have that opportunity to convert the traffic you get into leads, and eventually sales.

Being a blogger not only serves to inform and entertain your readers. Once you have a substantial number of indexed pages, you can simply add a lead-generating call-to-action to your blog posts. Calls to action may lead to various freebies like ebooks, fact sheets, webinars, etc. The more you engage with your readers, the more likely they will feel comfortable about buying what you offer.

Traffic –to-lead conversions work when a person visits your website, sees and clicks on your call-to-action. You may then direct them to a landing page with a form for them to fill with information, or buy something. Most blog posts have call-to-action buttons, and you need to include them to convert traffic to leads. While some readers don’t necessarily become a lead, it is still an effective way to bring in customers.

It builds authority, credibility, and trust

Why blog? The third answer is that it builds authority and credibility. Businesses come on top of a Google search because they have the answers to the questions of most customers and leads. Having a consistent stream of relevant and meaningful content engages your customers, and establishes your expertise to them.

Although building authority and credibility is not as quantitative as a metric, it is a powerful aspect of blogging for business with rewarding benefits. There may be a million blog posts saying the same thing, but once you establish your base of avid readers, you begin to build trust. The more people trust you, the more they are likely to patronize your business.

It has long-term benefits for your business

Being a blogger for your business isn’t just a hobby that you want to share with others or a marketing tactic that brings in leads on a daily basis. In the short-term, you may only see about 50-100 views and 10 leads from them. You won’t see the big picture that way. What most business owners should realize is that it takes time for your blog post to rank in search engines, and just like in investing, you’ll reap more rewards over the long-term.

In fact, about 72% of traffic generated comes from old posts, not the ones that were recently published. Similarly, about 91% of the leads that you will generate will mostly come from the posts published in the previous months. Sometimes, it even takes years for your blog to drive traffic and leads. Just like in investing, each and every blog that you post has a compounding effect, and you need to let time do its magic.

Blogging Saves You Money

Perhaps the most rewarding answer to “why blog” is that it reduces your marketing costs. Blogging is a cheap, yet powerful tool for your online marketing. Just think about the lost opportunities by not blogging: nobody will find your business if there are no keywords to tap from Bing, Google and Yahoo search engines. While Google is the most popular search engine, they all utilize the same ideas.

Blogging helps optimize your website for search engine and improves your online visibility in a cost-effective way. On top of that, you don’t even need to pay for advertising on your blogs (like with Google pay-per-click advertising). With your blogs, people can easily find you online.

Starting a blog has clearly defined benefits your business

You shouldn’t ask yourself, “Why blog?” Rather, consider the cost effectiveness of this powerful marketing strategy and ask yourself why you shouldn’t blog. Click here if you want more information on how to write better for your blog.

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