What Is Business Blogging?
“Blogging” really was the buzz word for 2013 and will continue to be an essential part of online marketing. So what is blogging? Simply put, it is short-form content you post to your website's "blog" – a part of your website where you publish all of your posts (you’re currently reading a blog post!).
“Business Blogging” is a marketing tactic, used to create greater online visibility for your website. Online visibility means being able to be found and seen on the web. Business blog posts are usually about a particular subject related to your business. For example, Sharpe Design Solutions is a marketing agency on the NSW Central Coast specialising in Branding & Online Marketing Strategies. So my blog posts are often related to social media topics relating to Facebook marketing, email marketing, business blogging etc.
How Is Business Blogging Different?
Lots of people have personal blogs, many as a hobby but some sell ad space on their blog as a form of income. But business blogging is different because your blog is neither a hobby nor is it the primary way your business makes money. Instead, a business blog is a marketing channel just like social media, direct mail, email marketing, etc. that helps support business growth. It does that by driving traffic to your website and initiating conversions and creating sales leads.
Why Should Businesses Blog?
We all want more traffic to our website, right? Let’s think for a minute about how people find your website… They could type your website URL straight in, but that's only likely to be done by existing customers who already know who you are. You could buy traffic through a Google Adwords campaign, for example, but this can be very expensive and what happens when your campaign ends? So does the traffic!
Every time you write a blog post, it's one more indexed page on your website that shows Google and other search engines that your website is active and they should crawl it regularly to see what new content you've published that they should rank. This is called organic search, as opposed to search you paid for.
Plus, every time you write a blog post, you're creating content that people can share on Facebook etc, which helps expose your business to a wider audience.
Once your blog starts generating additional traffic to your website, you have the opportunity to convert the traffic into sales leads via a call-to-action such as a free e-book, whitepaper, fact sheet, free trial, free delivery… something of value in exchange for their information to help build your email database. Here’s a breakdown of how traffic-to-lead conversation works:
In short summary, business blogging is a low-cost way to create opportunities to get your website found, so you can generate new leads and customers for your business.
Jody Sharpe has over 20 years experience in marketing & branding and is passionate about helping local small businesses grow.