Blogging is a marketing tactic used to generate more visibility, visitors, leads, and sales to a brand. This marketing channel supports business growth just like email, video content, and social media.
This is one marketing channel that has been consistent in delivering results for businesses for nearly two decades now.
It’s widely known that blogging is a key element in brand marketing.
Are people around you urging you to start a blog? If you’re not sure how it would help your brand, then this article is here to help you.
1. Blogging Drives Traffic to Your Website
An increase in traffic to your website over a period of time can be an indicator of brand awareness growth. If you manage to attract more visitors to your site, more people will learn about your brand and remember it.
Now, consider the ways you can bring in the visitors: Organic or paid.
The simplest yet most effective and inexpensive option to boost traffic is through blogging. Plus, through guest blogging, you can take your brand to a new audience.
People who already know you or your brand will directly visit the site by typing the URL. Some who are unfamiliar with your web address might type your brand name and locate the website.
You won’t gain much traffic through consumers who already know you. Blogging on the website attracts new visitors from various sources including social media and search engines.
Visitors who like your blogs might like, share, and say something nice about your brand, thereby spreading your brand message
2. Improves SEO and Search Engine Ranking
Every brand wants to be in the good books of search engines, especially Google. Your brand is likely to perform better if your website gets indexed, ranks higher, and appears on the first page for more search terms.
You can achieve all three goals by adding more unique content to the site through blogging. Businesses that blog regularly add new pages to their website, which means more indexed pages. This increases the chance of showing up in SERP (Search Engine Results Pages).
Blogging also sends a signal to search engines that your website is active and more relevant content is published often hence requires frequent visits from the crawler.
Also having an active site means more of your work will be discovered, referenced, and shared. This will also lead to the higher quantity and better quality inbound links, which will improve your SEO and search engine ranking.
3. Keeps Your Social Media Presence Going
Most Brands Have A Tough Time Creating New Content For Their Social Media Accounts. Blog Content And Repurposing Its Information Into Infographics, Presentations, Images, And Videos Can Provide A Steady Supply Of Interesting Content.
This will keep the social media users engaged and your brand in front of their eyes.
Social media has become an integral part of our lives. We rush to such platforms for entertainment, to connect with people, and seek answers to the questions we have.
You don’t need to wait for customers to come to your website. You can take answers and solutions to them by sharing blog posts and other types of content on social media platforms.
Sharing your blog posts helps you achieve three goals with a single tactic.
First, encourage SM users to visit your website to read more articles or find out more about the brand.
Second, subscribe or follow your account, thereby build your social media following.
Third, share the blog post with others to improve your brand’s exposure on social media platforms.
4. Blogging Converts Visitors to Leads
Consider this: Potential customers have taken the bait. They are on the website to read the blog post. Now, you an opportunity to convert visitors into leads.
Although your previous blog post failed to convince some of the visitors to become leads, you’ll have more opportunities if you publish blog posts regularly.
The process is quite simple. Create an impressive blog post, include content that’ll be useful to the readers, add an effective call to action (CTA), and wait for the reader to take action.
Bear in mind that all your blog posts must have a call to action. It might be anything, from subscribing to the newsletter to join for a discount.
Your blog post must show your authority on a subject, build trust, or create urgency, so the visitor is willing to take an action.
Don’t expect to convert 100% of your visitors into leads.
Strive to develop a solid blogging strategy, keep up your blogging efforts, and improve areas that are lagging; soon you’ll notice an increase in leads.
5. Helps Establish Authority
Blogging about topics that are quite popular among your target audience will help establish authority.
Customers visit your website with questions or doubts for which they desperately need answers. You can establish credibility by answering questions to their satisfaction.
You might not achieve authority with just one blog. To boost brand identity, you must consistently present blog posts that are helpful to the audience.
Similarly, certain questions require detailed answers. In such cases, brands might require a series of blog posts to satisfy a potential customer.
If the website visitors find answers in your blog content, they’ll trust your brand, and in due course take the next step – become a lead.
Even if the lead doesn’t end in a sale, you have managed to educate a customer. In their eyes, you’re an authority in your industry. These customers will always return to your blog for answers in the future.
6. Promises Long-Term Benefits
If You Had A Slight Suspicion That Something Was Left Unsaid In The Preceding Section, Then You’re Right.
The result of blogging will not be always instantaneous. This is one of the best benefits of blogging.
Suppose the blog you published last Monday so far managed just 500 visitors. There is nothing to worry about.
The blog post has found a place on the search page. Even if you’re not working on promoting your brand, the blog will attract attention and drive traffic for months or even years.
For example, blog pages on ‘food to boost immunity’ might have had very few visitors in 2019. But according to Google Trends, the phrase became one of the most searched topics in 2020.
Hence, keep in mind that in blogging, you’ll reap rewards in the future for the efforts you put in today.
7. You Learn About the Customers as They Learn About You
Can Any Marketer Honestly Say They Know Everything About Their Target Audience?
Probably Not. Blogging Presents Businesses With An Opportunity To Understand Their Customers Better.
By analyzing the various KPIs (Key Performance Indicators), you can gain knowledge about the topics that the visitors like and don’t like, the CTAs that work, etc.
From the comments section, brands can find out what the visitors think, want, and the questions that are still unanswered.
The questions that the customers still have can become the themes of future blog posts.
8. Blogging Helps Humanize Your Brand
Giving the brand a human face will increase the chance of customer engagement. Are you wondering how to do that?
Through the style, tone, and content of the blogs, you can humanize the brand. Keep the tone of the blog post casual, fun, and friendly, yet it should be informative and useful to the audience.
Avoid using jargon and use technical terms only when it’s necessary.
Adopting a conversational style and adding a pinch of wit can greatly improve the readability of the content.
The visitors will not only read the blog, they’ll take the action you want, and even come back for more.
It would be an excellent strategy to get your team members involved in blogging by allotting particular themes or topics for each member.
They can use their photo, name, personal bio, and even reply to some of the comments.
This way, the customers will be able to relate to a face, and in due course, they might even become a paying customer.
Final Thoughts
Businesses with a marketing strategy must include blogging in their content marketing plan.
Blogging is a great way to present your brand to the audience. Compared with other marketing channels, you’ll be amazed by how easy and effective blogging can be.
The reasons above are enough to get you started.
Are you blogging already?
