Blogging is one of the most critical marketing tools at your disposable. It might be time consuming. It might be tough to come up with new and fresh topic ideas all the time. It might be difficult to keep blogging consistently and frequently. But blogging is a necessity.
If you’ve ever wondered why blogging is important, if you’ve ever doubted its power, and if you’ve ever thought that blogging isn’t a good fit for your business strategy, you’ll want to keep reading to see exactly why you should be doing it.
1. Trust and Credibility
Trust is critical in the sales process. If people do not trust your brand, they won’t take the risk of buying from you. If you’re not credible, the same thing happens. In order to gain new business, you must work on building trust and building your credibility. This is how you’ll create relationships with prospects. This is how you’ll sell products and services.
When you blog, you share your expertise and knowledge. This builds your credibility. When you blog, you also educate prospects, and this builds trust.
2. Boosting SEO Efforts
You need to use search engine optimization in order to boost organic traffic to your website. SEO can help you rank higher on search engine results pages. In turn, this will put your company in front of more visitors looking for products or services just like the ones you sell.
Frequently updating your blog with fresh, quality content can do wonders for your SEO efforts. Every new page of content is a new page that can be indexed. Every new blog post is an opportunity to use more keywords to boost traffic.
3. The Social Media-Blogging Connection
Another reason why blogging is important is because of its connection to social media. As you know, all businesses should be on social media. But coming up with new posts all of the time can be difficult. Blogging can give you consistently new content to share and promote on your company profiles in order to boost your social media efforts. It can also help you get more people to your website by adding links to each post. The two activities go hand in hand.
4. Brand Improvements
Got some bad press online? Do some people see your business in a negative light? You can change all that by blogging. One reason why blogging is important is because it gives you a channel all your own where you can put your brand in a positive light. It can help with reputation management.
Even if you have a stellar reputation, blogging can still improve your brand by giving you a place where you can clearly state why your company is better than your competitors.
5. Shorten the Sales Cycle
The shorter your sales cycle, the more deals you can close in less time. Another reason why blogging is important is because it can help you educate your leads and prospects. When your blog posts answer common questions, help consumers during the buyer’s journey, and offer solutions to challenges, you can get people through the research phase faster, so they’ll be ready to purchase.
6. Bigger Market Size
If you were to pay for a billboard ad or a local radio advertisement, you would be limiting yourself to marketing to a small group of people in your area. These are the only people who will see it. Plus, you have no idea how many of them are actually in need of what you’re offering.
Blogging breaks down these barriers and gives you access to a far bigger market. Not only that, but the people who find your blog are the ones who are already interested in what you’re selling. You can significantly expand your business locally and beyond with blogging.
7. Cost Effectiveness
Outbound marketing tactics, like billboard ads, mailed brochures, and magazine ads are costly. They can quickly eat up your marketing budget. Blogging, on the other hand, is a cost-effective marketing tactic that offers even better results than outbound tactics. If you write the blog posts yourself, then this activity is completely free. For small and mid-sized businesses with little budget, blogging is critical to their marketing efforts due to its cost effectiveness.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.