The Resurgence of Business Blogging

freelancers_blogBlogging, if done consistently and effectively, will increase your bottom line. Imagine being the thought leader in your industry. Picture your business on the top of Google searches. Watch the increase in website traffic, leads and ultimately profitability. On the other hand, you could be missing a huge opportunity by not taking action. Blogging can be time-consuming, so most companies do little or none at all. Think of it from a different perspective; is your competition blogging? If they are and you aren’t, what does that mean? Does the idea that your competition is getting a leg up on you get you motivated?

Your business needs to actively blog strong content in such a way to drive leads to your website.

A study based on data from HubSpot’s 4,000 customers, businesses who blogged at least 20 times per month had 5 times more traffic than those who blogged fewer than 4 times per month. They also saw nearly 4 times more leads than those who didn’t blog at all. Basically, lead volume grew consistently and dramatically among business who blogged over 5 times per month. Would having more leads make a difference in your business?

Reasons for these dramatic results is that blogs meet the consumers’ increased need for information. Specifically:

  • People are online all the time doing research, seeking answers to their questions.
  • How often do you have a question and your next thought and action is to “Google it?”
  • People have the Internet at their fingertips, literally.
  • Smart phones usage is increasing drastically, and so are people’s expectations of finding information quickly. You want them to find the answers from you, which will lead them right to your site.

Another reason for blogging is that it supports your search engine optimization (SEO) efforts. If you want your business to be on the top of search engine results, then start blogging and use appropriate keywords in your blog posts. Having the answer so that people can find it is a very effective way to get more traffic to your website. What you do with the lead once they get to your site is a subject for another blog, but first and foremost, at least you are driving leads to your site.

Lastly, blogging consistently is a way for you to establish your company as a thought leader, rather than selling products. Very often this is merely an entry point to building a relationship. Your goal is to become an authority and answer questions that your target audience asks. Building thought leadership takes time. The sooner you get started the quicker you will become known as the authority in your field. Your company will be top of mind when it comes to purchasing products or services you provide. Your expertise will be sought after and ultimately rewarded with sales.

You do need to blog consistently and effectively as part of your overall content marketing strategy. Publish blogs regularly, at least 2 times per week. Ensure your content is strong and in alignment with your business goals. Create something with purpose and passion. Include keywords and phrases to intentionally improve SEO ranking. Promote your blogs effectively and your company will be a force to be reckoned with. More importantly, the quality of your leads will improve and so will your bottom line.

About Michael Senger

Michael Senger is an energetic, results-oriented Senior Marketing Professional with almost 15 years experience in strategic online marketing. Before joining Hidden Peak Interactive, Michael successfully led the launch of StoneMass, a web marketing agency. Michael also spent 8 years at Symantec, directing their Global Online Marketing initiatives leading a diverse global team of matrixed team leaders and digital/online agencies leading to successful global results.

Michael has a MBA in Marketing Information Technology from the University of British Columbia in Canada.

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