and not to mention your Instagram strategy!
*original posted Aug 2019 (why Blogging is so important for your business in 2019 – updated Jan 2020*
Blogging is such an important tool for small businesses, but it can seem like such a daunting task and another thing that is tacked onto the end of your never ending ‘to-do’ list.
And if writing just isn’t your thing (which I honestly hear all the time, and trust me it definitely isn’t mine!! Hello dyslexia!) you probably want to stay as far away from blogging as possible!
Especially if you don’t know the benefits that blogging can have on your business, you may decide it really isn’t really worth it, or maybe worse still you might start one and only post once and then forget about it.
So, I am going to detail the benefits to blogging and why blogging is important and how you can incorporate a ‘blogging’ strategy into your marketing plan. I also want to tell you why it’s a crucial aspect in turning your Instagram followers into paying clients. I’ll even share some ways to blog if you don’t want to blog! Sound good?
BENEFITS OF BLOGGING
EXPANDS TRAFFIC TO YOUR WEBSITE
If you have an online business especially, your website is the equivalent of a brick and mortar shop. Instead of having customers who can walk into your store to see your products, you have to rely on traffic coming to your website.
Blogging is important as it allows you to increase the amount of traffic coming in to your website.
If you have a blog that you are updating weekly, all that extra content you are creating increases your chances of being found online via multiple sources!
The more extra traffic that falls onto your website has a higher potential of converting into sales/potential clients, which leads me to my next point…
INCREASES YOUR CLIENT LIST
It is all well and good having a blog, but you need to consider what is the aim of each post is, is it to target clients or generate leads. Keeping this in mind, what do you from this blog post, is it to get more email leads? Is it to sell? Is it to get inquiries from a contact form?
Try and find a way to weave that into your writing, offer an option to respond with their opinion. Or sign up to your email list to get more information on the topic.
Knowing the end goal of the blog post is incredibly important as it will shape your tone, the way you write and the keywords you are targeting.
EXPANDS YOUR SEO (AKA FREE MARKETING)
SEO stands for Search Engine Optimization and is the process of obtaining free traffic from Google and other search engines.
Search engines favour websites that continuously create new content, which is why blogging so advantageous for SEO.
Not only that, having a blog will allow you to get in front of potential customers far easier.
For example, let’s say I sell baby sleep routines online. (Something I definitely purchased when I was a sleep deprived mum to a newborn baby).
With a blog, I’d be able to write posts on various topics about motherhood (but more specifically for new mums who are desperate to buy anything that helps them and their little one sleep) such as:
- a post on how much a new-born should be sleeping (someone looking into this is probably struggling to get their child to sleep through)
- a post on the top sleep accessories for babies (again someone searching for this is probably desperate to try anything to get some sleep)
- a post on why sleep routines are good for babies and how they thrive on them.
When someone is searching for queries around babies and sleep, your blog posts could show up in the search results. It also means these people are your ideal client and are looking for a solution and your product or service could be that solution to their problem.
Without a blog, it would be much harder to get organic traffic into your website.
BE SEEN AS AN AUTHORITY IN YOUR NICHE
When someone new visits your website, it’s so important that they feel a sense of trust that turns them from ‘first time visitor’ into ‘raving fan’ and then ‘loyal customer.
And a blog plays a huge influential role in that, as it showcases your knowledge and positions your brand as a leader within your niche.
When someone lands on your website and reads through your blog posts, you are able to develop a connection with them without having to actually speak to them.
I know my ideal client and so I craft blog posts around FAQ’s, problems they might be facing and any anticipated needs they have. Any questions my visitors have can hopefully be answered through a blog post!
And if they are, that will have started to build that valuable ‘like, know and trust’ factor that is essential for any business and customer relationship. It will also show them that I know what I am talking about and so leave them wanting to hear from me more often.
IMPROVES YOUR INSTAGRAM STRATEGY
With Instagram the aim should be to send people down a rabbit hole. The last thing you want is for them to ‘like’ your pictures ‘comment’ and then click away. Your strategy should alway be to keep them wanting and learning more. You should be gently guiding them through a series of steps which help them get to ‘like, know and trust’ you and your business.
You also own your blog space, where as any social media platform could disappear tomorrow meaning all that hard work you put in to growing it would be wasted. So driving your followers onto a platform you own and giving them an opt in to sign up to your mailing list should be your number one priority.
If people choose to sign up to follow your blog and join your email list those are people that really want to hear from you and should be considered warm leads when it comes to selling.
SHOULD YOU START A BLOG?
Is starting a blog for everyone? Ideally, if you have a website, I’d say ‘YES! Start that blog!’ but there are some cases where I think maybe it’s not for you…hear me out.
Incorporating a blogging strategy can be very time-consuming. Search engines favour long-form content and if you want to start blogging, you should be aiming to publish at minimum a few long-form blog posts each month.
If you can’t commit to this, reconsider your blogging strategy. It’s better to not blog than to keep an empty blog on your website that only has one post that you wrote over a year ago. An empty blog can make it seem as if you aren’t active on your website anymore, and you don’t want potential customers to think you don’t have time to manage your site. Instead, consider some alternatives to blogging.
But what should you do if you understand the importance of blogging but still don’t really want to blog…? That’s when you will want to blog, without actually having to blog.
BLOGGING WITHOUT HAVING TO ‘BLOG’
WRITE CASE STUDIES
When some people hear the word ‘blogging’ they run in the other direction. Let’s change it from ‘blogging’ to content marketing’. Content marketing is a marketing strategy where you create content in order to drive traffic and leads to your website. A blog is a form of content marketing but can really be any type of content that you plan to update your website with!
Perhaps you could do case studies or publish reviews on products or services?
HIRE A COPYWRITER
If a blog is something you want to have but don’t have the time for, or truly hate writing, you still have options!
You can always consider outsourcing your content creation to a copywriter. There are a lot of websites where you can hire someone to write ghost-written blog posts for your business!
Consider asking guest bloggers to write pieces for you, it helps with exposure on both sides and it helps you by creating content for your site without having to write a single word.
And again posting to your site helps drive traffic to your site.
VLOG or PODCAST
Some people, myself included if I am honest find it far easier to talk to a camera than sit down and write. I however am limited to the amount of time I can talk toddler free, so I choose to blog in the majority instead, as it doesn’t matter if Henry is nattering away in the background.
But if talking comes far easier to you, record yourself speaking and upload that to a blog post with a little summary of what you are talking about and ta-dah you have a blog post.
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