Blogging. You have heard the term used time and time again,
but are unsure exactly what blogging entails. For starters, blogging is
typically a form of conversational style writing posted to a web page for
others to read and discuss. A blog can be about anything, as blogs are a form
of self-expression. However, blogging has become a crucial marketing tactic for
businesses to gain online presence and increase their growth. These business
blogs are a marketing channel (social media, email, direct mail) that allow a
business to keep customers updated, receive feedback, and become more
You now know what a blog is, but how exactly can it benefit
a business? Let’s break it down. Search Engine Optimization, otherwise known as
SEO, is a key component in allowing a business to be recognized online. The
higher the search ranking, the more likely a business is to be found. What does
blogging have to do with SEO? Every time a business posts a blog it becomes one
more indexed page on their website which allows opportunity for their website
to appear more in web searches. While traffic does not always equal dollar
signs, it does equate to exposure. The more people that are visiting your
website means that the chances of it being shared across social media platforms
increases, and therefore, has an impact on converting traffic into leads.
What is a lead? Leads are information gathered by a business
(name, email, phone number, etc.) typically through a call-to-action on their
blog posts. A call-to-action generates new leads through a simple offer to a
potential customer. For example, if I am blogging about my new food magazine, I
will create a call-to-action on my blog post that allows you to receive next
month’s issue for free in exchange for your name, address, and email.
Call-to-actions don’t always have to be tangible. They can simply be a
subscription to an online newsletter or media platform. This information
gathered from potential customers allows you to follow up with new offers and creates
a streamlined way to receive beneficial feedback.
Most importantly, blogging builds a rapport. Knowing when a
business is going to publish a blog allows customers to anticipate the next
installment. The blog posts become an archive of old and new topics that allow
current and potential customers to find answers to questions, which creates
strong relationships between businesses and customers. Also, these archived
blog posts can and do create new leads. Just because a blog post is a few
months old does not mean it is no longer being read. In fact, some blog posts
become compounding, in that they grow in traffic over time based on topic
relevance. Creating this blog community within a business is a perfect way to
pitch a new idea and test a campaign before spending money on research and
You are now eager to blog. So what are the next steps?
Whether you are blogging about personal interests or from a business
perspective, there are some key factors that will ensure that your blog posts
are uniform and perform to their utmost potential. You must set goals for your
blog posts so they do not fall flat over time. Goals typically revolve around Key
Performance Indicators (KPIs) such as blog visitors, leads generated, or reposts
of your content. You must keep in mind that your goals should be achievable, they
should be aligned with your business or personal values, and they should be
time relevant. For example, if I am blogging about my food magazine for the
first time, I will set a series of goals: one hundred blog post views, ten leads
generated, two reposts. Plus, I’ll aim to achieve these goals within ten days
from the time the blog is posted. Find what frequency of blogging works for you
or your business. Do not rely on other blogs to set the standard for how you
run your blog in terms of blogging frequency and length. Figure out how often
blogging works for you and what post lengths are suitable for your viewers.
Remember, blogs can be written by anyone and about anything.
They are a crucial tool for business marketing, but remember to set attainable
goals with KPIs of your choosing. Always be consistent in the timing and length
of your posts to maintain a community that will remain eager to read. And, of
course, have fun. Happy blogging!