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Why is blogging so important for small businesses?

Here are the six compelling reasons why you should invest time and money in maintaining a blog for your small business.

Here are the six compelling reasons why you should invest time and money in maintaining a blog for your small business.

Blogging increases traffic

Your website might not have many pages, and you probably don’t update those pages very often. This means the opportunities for your business to be found online through search engines are limited. It’s likely that most people will only find your business when they’re searching for it specifically. If you blog, you can increase your site’s presence in search results.

Each blog post is another indexed page for your site, another cue to the search engines that your site is active, and another page that web users can share on their social networks. This, along with using some relevant and well researched keywords, means that your site will be seen by more people, so traffic will inevitably increase – which leads us to our next point…

Blogging increases leads

The more visitors that come to your site, the more you will be able to convert into leads. These leads are interested in your goods or services and could turn into customers further down the line. Each blog post represents an additional chance to generate new leads. Ensure every blog post has useful, insightful information that provides value to the reader and a clear and powerful call to action (CTA).

For those unfamiliar with CTAs, they are instructions that provoke an immediate action from the reader, such as “call now” or “download the latest ebook”. To generate leads, one should be placed at the end of each post, promoting the reader to give their details (usually name and email address) in exchange for some valuable content. You will be able to nurture a good relationship with these leads by providing useful information to them and taking advantage of email marketing. Instant Print have some other excellent tips for attracting as many leads as possible.

Blogging builds authority

If you use your blog effectively, by producing regular high-quality content that is relevant to your industry, you’ll be able to increase your company’s authority. If your content resonates with your readers, industry peers and customers will begin to see you as an authority in your field. You may think such recognition isn’t possible for a small business, but it is.

For example, a small swimming pool construction business based in Virginia, USA, was struggling to increase sales and make ends meet – until the owner started blogging. Over the course of a year and a half, they blogged regularly about various subjects relating to their industry, and it became the go-to online resource for swimming pool information. The business went from being in financial trouble to being one of the top pool companies in the US.

Blogging builds relationships

Customers love to be informed and feel supported. A blog, along with a strong social media presence, enables you to offer them this. They can get to know your company and offerings in detail, making them feel more connected to your brand. Through blog comments, they can ask questions and discuss relevant topics, giving you an extra opportunity to turn visitors into leads and customers. Other site visitors will see those comments and how you respond (after all, blog comments are there to stay, unlike social media exchanges which can quickly be lost in a feed), hopefully forming a positive impression of your brand in their mind.

Research by the Content Council found that 61% of consumers feel better about (and are more likely to buy something from) a company which produces custom content.

Blogging is inexpensive

Blogging is one of the least expensive marketing tools at your disposal. All you need is a little time – it could become a new hobby, or if you lack the time or inspiration, you can find plenty of experienced and affordable blog writers online.

Compare this to the high cost of other forms of marketing, such as billboards, magazine ads, radio ads and online banner ads, and you’ll soon realise you’re onto a winner. In fact, according to research carried out by Demand Metric, content marketing costs 62% less than traditional marketing – and much of those savings come from blogging.

Blogging has long term benefits

Unlike that ad you place in the local newspaper, your blog posts are there for all to see, for as long as you want them to be. You can keep them on your site forever, with no additional costs, and they’ll keep attracting interest and potential leads.

Compounding posts are what you should be aiming for; the rare but brilliant posts that contain evergreen content and as a result, gain a consistent amount of traffic over time. Hubspot estimates that around one in ten blog posts will be a compounding post.

So there you have it – all you need is a little time or money and the world is your oyster! What are you waiting for?

Cat Huntington

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