When it comes to digital marketing, you’d be forgiven for thinking that PPC campaigns are more important than blogging. But statistics show that blogging pays big dividends. Posting regular blogs on your website can make a difference to your bottom line.
To understand how blogging fits into your digital marketing strategy, you need to think about the goals that you’ve set. You may want to:
- Increase brand awareness
- Establish your business as the leader in your field
- Generate new leads for your salesforce
- Increase sales on your website
While all of these can be achieved with paid advertising, they are just as easy to achieve with blogging. Although it takes a little time and effort to maintain a blog, it’s one of the cheapest forms of digital advertising available. And considering how little it costs to run a Facebook Ad – that’s saying a lot.
How blogging can help you achieve your marketing goals
Whether you’re focused on one, or all of the goals mentioned above, you can achieve your marketing objectives with consistent blogging.
With a blog you can:
- Attract a following
When you first start out you won’t get much traffic, but blogging is more like running a marathon than a sprint. It will take some time to attract a following, but as you add more content to your site, the traffic will follow.
Blogging is a great way to add keywords to your site, which in turn, improves your ranking on search engines. As long as you’re producing valuable content (content that educates, informs or entertains your customers), it won’t be long before you establish a base of regular readers.
You can also promote your blog by talking about it on your social media platforms. The content you produce for your blog can be repurposed for different channels such as social media and newsletters. That way, you’ll get even more mileage out of your content.
By improving your SEO and nurturing a following a loyal readers, you’ll contribute to your marketing goal of increasing brand awareness.
- Demonstrate your expertise
How better to prove that you’re an expert in your field, than with a blog. This is the perfect platform to educate your prospects and customers on your industry. With the insights you provide, your readers will be able to make a more informed decision when it comes to purchasing the goods or services you offer.
By sharing your expertise with your audience, you’re establishing your business as an industry leader. You’re also adding value in a way that could convince customers to do business with you. It’s a way of promoting your business without being ‘salesy’.
- Get people to subscribe to your newsletter
Blogging is a good way to generate leads. If you create content that people enjoy, you shouldn’t have any trouble convincing them to sign up for your newsletters.
While most people hesitate to hand over their contact details because they dread being spammed, they won’t be so reluctant if they can see the value in what you have to offer. Combined with an email marketing strategy, you can nurture these leads down your sales funnel.
Alternatively, you could include an inquiry form on your blog and invite readers to leave their details to learn more about your products and services. Then you can have a member of your sales team contact them directly.
- Launch your products and services
Use your blog to draw your reader’s attention to any new products or services you offer. This will help to drive traffic to your website where you can encourage visitors to make a purchase. If you’ve spent some time blogging, and build up a solid following, you’ll have no trouble increasing sales without having to resort to paid advertising.
Tips for new bloggers
Are you convinced that blogging will work for your business? Great! But before you publish your first blog, take some time to plan your strategy.
If you want your blog to have an impact on your SEO, take some time to do keyword research. Find out what words and phrases potential customers are using to find the types of goods or services you offer. Use this to determine what topics you’ll write about in your blog.
Remember that most people are looking for information—not a sales pitch. Give your audience information that will help them solve a problem or make a decision.
You might find that you have a lot of material for your new blog and get carried away with publishing new posts almost every day. While it’s important to publish as often as you can, it’s better to publish regularly. Rather plan your content a month or two in advance and add a new post at least once a week.
- Headings and subheadings
Break your text up using headings and sub-headings. Not only does this make a big block of text more inviting, but it ensures that people will get the gist of your article even if they skim it. This is also the perfect place to insert your keywords and boost your SEO.
Add an attractive image to every blog to attract attention. You’ll discover that people are more likely to read your blog if you include an eye-catching image. Images can also break up big blocks of text and add interest to your layout.
If you really haven’t got the time to manage a company blog, consider outsourcing it to Web Changes. Our in-house copywriter would be happy to provide you with regular articles and advise you on repurposing your content for social media.