Every online business starts with a company website. You purchase a domain name, design a beautiful website, offer services and products and then, thousands of potential customers come running to your virtual doors.
That’s a beautiful dream. Sadly it’s only a dream.
In reality, there’s a deep wide crevasse between your brand new business, and your potential customers. You cannot jump over it. You cannot go around it. The only way out is to build a bridge.
There are two strategies you can use to build that bridge: outbound and inbound marketing.
Outbound vs. inbound marketing.
Outbound marketing refers to methods that reach potential customers through traditional advertising, trade shows, cold calling or email marketing. The problem with this strategy is that you reach out to everybody, regardless of whether they are interested in your services. Outbound marketing is costly and the ROI is much lower than inbound marketing.
The goal of inbound marketing, on the other hand, is to get people come to you. Instead, you attract customers through relevant and helpful content and add value at every stage in your customer’s buying journey.
So, what’s one of the best inbound methods to add to your marketing arsenal? It’s simple: Launch a company blog on your website, create compelling blog posts and publish, distribute and market your content on a regular basis. That’s it!
If you’re not convinced about the benefits of creating a company blog, here are 6 reasons why it is beneficial for your business.
1. A company blog can increase site traffic
Let’s say you primarily attract customers with outbound marketing tactics. How many qualified leads do you get per month? A few, with luck, right? And how much traffic do you get from search engines? Not much, I’d wager.
Business websites consist of just a few pages, too few to be found while people browse the internet. When you publish articles about trending topics, offer solutions to common problems and share your unique opinion about important matters, you expand your online presence.
As a result more web pages are available for search engines to index and serve up to online searchers. When they type queries in Google, there’s a higher chance they’ll find your helpful content and thus, discover your website. Clever, isn’t it?
2. A company blog can encourage purchase behavior
According to statistics, B2B companies that blog generate 88% more leads per month than those who don’t. How is that possible? Well, to answer this question we need to take a look at how people make purchase decisions.
First, they do research: they read online reviews, blogs and visit company websites. Then, they decide. If you have a blog and publish useful content, you can inspire trust and build a relationship with visitors. Also, a blog is a perfect place to tell your brand story and share new news. This way people can learn more about you and that can lead to higher sales.
3. A business blog can boost your social media marketing
Your customers and potential clients hang out on their favorite social media platforms. Since they spend time on Facebook, Instagram, LinkedIn, Snapchat and other platforms you should be there as well to stay top of mind, share valuable and engaging content and encourage purchases. But, how can you do that if you have nothing new to share?
A business blog can boost your social media efforts tremendously. If you consistently push out fresh content you have new things to share with audience. That means more traffic, more sales leads and more sales.
4. A company blog can showcase your industry expertise
How can people trust you if there’s little online evidence to add to your credibility? Think about it. Anyone can create a website and offer products and services. But, can every person create quality content, share unique insight and build a memorable brand? No, not really.
Thus, a company blog makes your business more credible. If you publish a lot of interesting content, you prove you’re an expert in your field. As a result people are more likely to trust you and buy your products and services.
5. A company blog can boost your SEO efforts
You probably want to make your website more popular and rank high in Google. A blog can help. Search engines love quality content. So, if you update your website consistently, you will rank higher in Google. Publishing original content will give encourage backlinks. Also, if you add images, videos and keywords to your posts, you give search engines more opportunities to find you.
6. A blog can improve your email marketing tactics
Would you subscribe to the newsletter of an uninteresting corporate website? Probably not. So, how can you encourage people to subscribe to your email list? An active blog with engaging content adds value to your readers. Thus, they’ll be happy to subscribe to your mailing list just to stay in the know. And, if they read your articles, your business stays top of mind–a key aspect for sales.
As you can see, there are many reasons why you should add a blog to your company website and take a more strategic approach to blogging. It takes effort, but if you’re consistent, it’ll bring marvelous results.
Emily Johnson is a content strategist at OmniPapers. She writes insightful articles about digital marketing, remote work and productivity. Her blogs about content marketing and blogging help writers improve their skills. Connect with Emily on Twitter.