Are you finding limited success with traditional methods for generating leads? Do you find it difficult to attract attention not just from customers, but from the right types of customers? Starting a business blog may be just the method you are after.
Starting a Business Blog: The Basics
Before you can understand how beneficial a business blog can be to your inbound marketing efforts, you must first understand what one is. A business blog is a site that includes content that is refreshed and frequently updated with topics that are relevant to the business you run.
The two most important elements to pay attention to involve
- Frequently updated content
- Content that is relevant to your readers.
Frequently updated content will allow your business blog to rank higher in search engines for the specific keywords that you target.
If your site is ranks high in search engines for keywords that are relevant to your business, more customers will be driven there when they perform general Internet searches.
Understanding the Role of Keywords
You must understand the synergies between what search engines are looking for and what readers are looking for.
Search engines like Google will “crawl” a blog in an attempt to identify certain keywords. Then, based on a variety of different factors like the quality of the content and the update frequency, Google’s algorithm will determine how high your site ranks in the search for those particular keywords.
It’s not always about getting visitors to your site, but about getting the right kind of visitors. The usefulness of this intelligence cannot be overstated – with keyword research you can predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that web searchers are already actively seeking. – Rand Fishkin, Moz.com
Potential customers read your business blog in much the same way – they are looking for information about certain keywords and hope that highly ranking sites in search engines provide answers.
The Key Benefits of Starting a Business Blog
The key benefits of starting a business blog can be broken down into two distinct categories:
Growing your brands presence online in an organic way is important and involves establishing a high quality, trust-filled relationship with your potential customers.
If potential customers come to your website and find helpful content that is directly related to the original items that they were searching for, they are not only more likely to return but they are also more likely to complete the sale process. In addition, people who see that your content is trustworthy and of high quality are also more likely to share links to that content with their friends, family members and associates.
As potential customers pass your link around, it will help drive more traffic to your business blog which ultimately translates to increased traffic to your website.
Another way that starting a business blog drives traffic to your website has to do with the frequency at which you update your blog. Blogs, on average, are updated much more frequently than a traditional website, so they tend to rank higher in Google search results. Every time you publish a new piece of content on your blog, you are giving Google another opportunity to “crawl” your website and list another one of your pages in their search engine.
The more pieces of content that you publish using your blog, the more opportunities you are giving potential customers to find your site. If you update your blog several times a week, then over time your site with see exponential increases in search traffic.
Blogging as a Lead Source
When starting a business blog, it is important to understand that every person who comes to your website through any way represents a potential new lead. Converting visitors into leads, however, will require you to use a combination of inbound marketing methods.
Say a visitor is searching for a helpful article on a topic related to your business. If you’ve frequently updated your business blog with helpful and trustworthy content, they may land on your blog during a Google search.
After reading the article, you offer a call to action, which involves getting a user to give you their contact information in exchange for a special offer or piece of premium content. Suddenly, a person who was only looking for a single piece of content has become a viable new lead that you can use in the future to generate sales.
Perhaps the most important benefit of starting a business blog, however, is that the Internet is permanent by its very nature. If you create a high-quality business blog, it represents a potentially endless source of new leads and sales moving forward.
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