Do you want to steadily increase your website traffic, attract new customers, build loyalty to current customers and become a brand leader in your field?

Discover the power of a blog.

The benefits are endless.

But be warned: you can't be lazy or promotional.

The goal is to continuously add value by publishing informative, well-written articles that are created with strategy and customer loyalty in mind.

Blogging helps:

  • Increase online traffic.
  • Nurture and convert customers.
  • Keep current customers busy.
  • Differentiate yourself from other similar companies.
  • Increase the demand for and interest in your products or services.

The nice thing about a blog?

They offer benefits long after they are published.

Here more outweighs less; The more blogs you create, the more of the above benefits you will get.

This means valuable and engaging content that doesn't just promote your services or products.

And everything must be written with SEO in mind, which I covered at length in SEO Writing: Top 47 Tips for Mastering a Combined Art.

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Here are seven real ways a blog can help your businesses, plus some examples of businesses with blogs that are currently doing business.

1. Increase traffic to your site

Publish frequent and consistent content that adds value to education and entertainment, and increase your website traffic.

More traffic means more leads for B2B and B2C businesses, whether you're marketing SEO services, the latest shoes, or a news-based website that relies on more traffic to generate higher ad revenue.

Companies see significant benefits in blogging frequently compared to companies that blog infrequently or not at all.

More people on your website can only mean more potential for reservations / bookings, more submissions to your contact form, and more potential customer inquiries.

Increased website traffic is good for any type of business – especially visitors who discovered your content while looking for a solution to their problems.

Create content that addresses your target audience's vulnerabilities and make sure the headings accurately describe the following content.

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2. Acquire new customers

Whether you buy motorcycle parts or bras, companies with regular and frequent blogging will get the most attention.

And more exposure leads to more new customers (again – if the content adds value!).

Two companies stand out in this area: Roland Sands Design, which gives aftermarket motorcycle parts and clothing a fresh feel, and Glamorise, an almost 100 year old company for plus size bras.

Both of them update their blogs regularly and offer educational and entertaining content that further a seeker's needs.

How do you do research online before buying a product or service?

You likely use Google or other search engines to research just about any purchase or purchase decision, large or small.

The more expensive the product or service, the more research is likely to be done.

You will likely read any available reviews or news before spending $ 40,000 on a Ducati V4R, but maybe five minutes on a pair of $ 15 Ducati socks.

Finding informative, engaging blog content on the topic can help sway your opinion and ultimately become a factor in your purchase.

While creating a blog strategy can take some time, it is well worth it.

An education blog allows your prospects to find a solution in their spare time and contact you when they're ready to buy.

Here are some examples:

  • A pest control company can provide information about local pests and the DIY solutions to control them while keeping chemical safety in mind.
  • A clothing company can publish weekly or monthly style predictions and outfit tips per season.
  • At certain times during the year, a tax advisor's business could benefit from the expected and significant increase in tax searches and provide keyword-optimized tax advice (see the Google Trends screenshot below for the phrase "tax assistance").

Google Trends helps keep track of keyword trends

Remember, it is important to blog with SEO best practices in mind and to advertise relentlessly through social news channels and newsletters.

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This ensures that your blog acts as a 24/7 customer support and potential lead engagement tool.

Make sure that each blog post inspires action of one kind or another. So add CTAs throughout.

Depending on your business, you may want other people to read other related content, fill out a form to get a quote, call you to set up a consultation, or click on an advertiser's ad to get better ad impressions.

Industry example: Legal blogging

When you work in a law firm, there is no question that potential clients are looking for legal services online.

Many of them are ready to move forward once they find what they are looking for.

A blog with streamlined posts that include legal advice and topics related to your areas of activity can attract people to your site at just the right time and increase the likelihood that they will choose to work with you.

This example from the Joye law firm shows a well-designed blog with a wealth of useful information and numerous ways to contact the law firm.

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The lawyer blog helps keep content relevant to searchers

3. Expose your business to readers who are looking for fun

Many business blogs are demand-driven, meaning that the content provides answers to questions and connects readers with the solution.

But there are also search blogs out there that are more focused on stimulating demand for something that your readers initially didn't know they wanted (think natural help products, food, clothing, and wellness products).

These wish-based blogs are for those who want to read at their leisure, some content to keep them entertained in their free time.

This type of content is a little more difficult to create.

The key is to make these blogs interesting and engaging that people will want to read them for entertainment – just for fun.

The key is to make your content interesting and engaging that people will want to read it for fun.

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Over time, the tone and content of the blog can help you connect with your readers that ultimately drives brand loyalty.

Think like a lifestyle news channel like Esquire, Playboy, or Popular Mechanics.

Offer fun content, but focused on your product or service.

Here are some examples:

None of the products or services sold by the above company (platform for photography, cooking accessories, trendy clothing) is really a need – it's a need.

Because of this, their blogs are lifestyle based and are designed to create and nurture a community and show how their solutions can improve people's quality of life.

Industry example: restaurant blogging

If you are a restaurant owner and you don't have a blog, you are missing out on a great opportunity.

While people might read legal and real estate blogs for advice, people read about food for fun.

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The hashtag #food can be found on over 200 million Instagram posts. "Food and drink" is Pinterest's top category.

Restaurants are the perfect entity to run food blogs that can be a destination in itself.

This screenshot from the blog of Tupelo Honey Cafe, a popular brunch spot with locations across the south, shows a highly shareable blog post with copycat recipes and an optimized image for reposting on Pinterest.

Example of a recipe from a blog

The blog also features information on new restaurant meals and recaps of customer pictures from Instagram.

This blog is successful because not only is it a visually stunning and useful blog that is perfect for browsing, but it is also a low key, non-aggressive advertisement for Tupelo Honey's delicious looking food.

4. Show and tell what your company can do

For many companies, such as B. Personal trainers, contractors, landscapers, web designers, etc., a blog can serve as an ongoing portfolio of previous work.

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This is ideal for companies that make a living on proven past achievements, like the companies listed above.

It's important to easily show potential customers what results they can expect.

A blog can do just that and much more.

With a blog and some attractive photos of your work, it's easy to create a stunning portfolio and get your clients there.

While updating your entire website may take more effort depending on the creation effort, blogs on content management systems like WordPress are generally easy to update, even if you don't have a lot of technical knowledge.

If you can post a Facebook post, then you can blog on WordPress.

If you need help, there is plenty of free and valuable advice out there (another example of the usefulness of blogs!).

Once you've started cataloging your work on your blog, you'll have a simple link to send to people who want to get an idea of ​​the quality and effectiveness of your work.

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Industry example: DIY blogging

With the popularity of home improvement and DIY shows, you know people love a good story about home renovations.

If you're a building contractor, your blog can help you visualize what your homes might look like after a remodel based on impressive projects you've completed.

Home improvement company Haskell Interiors blog features case studies of previous customer work and home improvement tips.

The effect of the high quality before and after pictures and the detailed project descriptions is convincing enough to make anyone consider a remodeling project.

The interior designer's blog helps educate potential clients

5. Share your business results long after they are first published

This is one of the least discussed benefits of blogs – they continue to attract new leads and customers in the future – sometimes years.

HubSpot reports that more than three quarters of blog views come from older posts. Even better, these old posts help collect the vast majority (over 90%) of their leads.

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While it's still important to create new posts, older posts can stay relevant to your readers for a long time.

Old blog posts that have gained authority / ranking over time and are bringing in a reasonable amount of organic traffic can also be easily updated to serve current campaigns / goals.

Because of this, it is good practice to keep older blogs updated with current data and newer links.

Sometimes just a few small tweaks are required for the blog to keep its usefulness and keep bringing in qualified leads.

6. Build your network in your niche

When most companies think about blogging, they focus on the customers.

Rarely do they think about the networking opportunities that an established blog can create.

Every niche has a handful of trustworthy and valuable blogs – think the hundreds of digital marketing blogs.

Only a handful stand out, and all of them offer consistent and frequent blogging. You can bet that they are the ones with key client portfolios and strategic partnerships.

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Many companies keep track of the content their competitors post. Following a blog feed is the easiest way to see what others are doing.

When you watch what others blog about, a company stays competitive. But it also helps establish strong network advantages with others in the niche.

Many of these relationships can lead to:

  • Additional shared or linked blogs.
  • Invites you to industry events (e.g. Pubcon in the digital marketing world).
  • Even entire takeovers of companies.

7. Build a flow of trust

When a company builds trust, its reputation spreads faster.

Stephen R. Covey, author of The Seven Habits of Highly Effective People, a Must Have for Anyone in Business, says, "When the trust is high, communication is easy, instant, and effective."

Blogging frequently and consistently is the easiest way for your brand to build that trust.

When you develop valuable content that adds value to provide continued value to your readers, your brand becomes, as author John Hall says of the book of the same name he wrote, “Top of Mind”.

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Trust is not built quickly, but once a reader discovers a blog that is of infinite value, they will naturally trust that business.

And ultimately, this will lead to them becoming customers – likely a lifelong customer based on a flow of valuable content.

Start blogging for business effectively

The power of the blog is endless. This is beneficial regardless of where your customers are in the buying process.

Try to apply one or more of the examples listed here for your own business.

Track and measure your results and keep older blogs updated with new data and links.

Effective blogging will help you attract and nurture leads, and then capture and connect with new ones and existing customers.

When done correctly, your website's blogging efforts can produce the most profitable results for your business.

But also think of the possibilities of guest blogging on relevant websites in your industry.

This can boost your content marketing efforts while providing all seven of the above benefits.

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More resources:

Photo credit

All screenshots by the author, August 2020

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