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And it is magic. Not ‘wow there’s a unicorn’ magic, but marketing magic.
The benefits of a good, consistent blog are HUGE. It leads to more clients. Don’t believe me? Let me convince you… You get More Traffic to Your Website
When you blog regularly, let’s say at least twice a month (once or twice a week is better if you can manage it) search engines like Google, Bing and Yahoo can see that your website is active.
Whenever you write a new blog post it creates a new page on your website which is indexed by search engines.
This means that you’ve given yourself one more opportunity to show up in search engine results and drive traffic to your website organically (without paying for it). To index a page, search engines look for keywords that you’ve used in your blog post. Don’t worry too much about forcing keywords into your blogs, you’ll find that if you’re writing good content, you’ll include keywords without realising.
Getting more traffic to your website has 3 benefits: You’ll attract customers that aren’t already aware of your business. People you know or have handed a business card to at a networking event, already know exactly how to find you.
They’ll just type your website address straight into Google. The problem is these people already know about you. With a blog, you’ll attract people who are searching for answers that they’ll find in your blog. It’s why search engines will direct people to your website using the keywords in your blog posts.
You’ll attract traffic without paying for expensive ads. Creating great blog posts is a surefire way of making search engines happy. To show how pleased they are, your website will be pushed further and further up the search rankings without paying to be there.
Obviously, this takes a bit of time and you must blog consistently, but if you can stick at it you won’t need to pay to get noticed by lots of new clients. You’ll attract email subscribers from those who enjoy reading your blog. When you make the decision to take your blog seriously, it’s a good idea to add an email signup box to your blog and website.
Some people like to add a signup box after each blog post, others prefer to have it on their blog page next to the posts. It’s important to collect emails because it creates a group of people who want to hear from you.
This way, whenever you write a new blog post or have an offer you want to tell people about, you have a list of people ready to listen. People on your email list are classed as warm leads, because they have already interacted with you (read your blog and signed up) and are starting to become aware of your brand and what you offer.
As a warm lead, they are much more likely to buy from you because you’ve already made a connection. The idea is, once a person has been drawn to your blog because they need help with X or Y, they’ll stick around and read your post to the end. To collect their contact information you can either: Include a ‘call to action’ at the end of the post which offers something for free (eBook, guide, free trial, discount etc).
When the reader clicks to get their free offer, they’re taken to a landing page where they enter their details. (You’ll need landing page software to do this, try Leadpages or Unbounce). When they click ‘submit’ they get their freebie. OR Add an email signup box to the end of the post which is linked to an email marketing software provider. It has to be linked so that the emails you collect can be stored somewhere for you to use later.
Some good providers are Mailchimp (free up to 2,000 subscribers), Mad Mimi (great looking email templates) and AWeber (offer great support). Once you’ve collected your reader’s details you can pass them to your sales and marketing team to begin converting them to a client.
It Establishes you as an Expert
A blog is like a guarantee for your potential clients. If you have a great blog that’s full of useful stuff about your industry and answers common questions your clients have, people are going to trust you more. They’ll believe you can do what you say you’re going to do, and aren’t just hiding behind a flashy website. By blogging regularly you’re appearing on a potential client’s radar quite often.
This is great because if they aren’t ready to buy from you now, when they are ready, they’ll be reminded of your business each time your new blog post pops up. You’re creating a virtual connection which will make them much more likely to think of you when they need your services.
Also, if you create enough helpful material to be seen as an expert, you’ll have more sway if you want to approach leaders in your industry to do a guest blog for them (nice bit of PR). Guest blogs are a great way to promote your business to thousands of people, and drive more traffic back to your own website.
It Shows There’s a Person Behind Your Business.
There’s no denying it. People buy from people. If you can show your brand’s personality through your blog, potential clients will see that you aren’t a faceless entity but a warm and cuddly human being.
They’ll be more likely to do business with you because they’ll get to know you through your blog. When your blog gets going people might start to comment on your posts. You should use this to build relationships and engage with your audience. You’ll make people feel valued and they’ll feel even more connected to you and your business.
It Gives you Something to Share on Social Media. Just as you know you need a blog, you probably also know you should be on social media.
Blogging and social media go together like peas and carrots (thanks Forrest Gump!), and are the foundation of any decent content marketing plan. The stumbling block most businesses have is that they have no idea what to share or say on social media. Well, it’ simple – you can share links to your blog posts. When you share your blog content on social media channels (Twitter, Facebook, LinkedIn etc) you’re exposing your business to a whole new audience.
The great thing is, you’ve already done the hard work of creating content, so sharing it on social media is doubling your marketing efforts for the time spent on one area. You can also go back and share old blog posts again after a few months because the shelf life of social media posts is so short. Make sure you’re careful with this though, sharing the same content too often will look spammy and lead to people unfollowing you.
Basically, make sure you’re blogging useful stuff consistently and you’ll soon see the rewards.
Article brought to you by Copyandco - This Copywriting company that is based in South Africa, Cape Town. Bringing together content and people - if you need content for you blogs or website services pages then please visit our website for more information.