By 2020, people will manage 85% of their relationships without talking to another human. I knew people were using their smartphones and tablets more, but that’s just insane. As our audience changes and grows, it’s crucial that we, as the expert communicators, adapt and make changes to the ways we connect with them. But how? Creating a business blog is the first step in the right direction.
If you want the quick and dirty answer, here it is: yes, business blogs actually work. Read more to learn about what they are and how they actually work with proof to back up all the hype.
What are Business Blogs?
Business blogs are an easy way for you to communicate with your audience by posting content to educate them on topics they're interested in. If you're wondering how to blog for business, you're not alone. Here's a good place to start: take a close look at your target audience and their interests. What concerns or problems could arise from their interests? If you’re still stuck, think about what they might search for in Google. This will not only give you inspiration for a blog post, but if you actually search it, you will find out what information is already out there on this topic. From that point you can ask yourself, what is still missing that your customer wants to know or learn?
The Timing is Always Right
Once you’ve written your blog post and have distributed it, rest assured your content will meet your customers where and when they want it. Let’s say someone was scrolling through their Facebook newsfeed and a friend shared your company’s blog post about 3 Ways To Use Facebook Reactions To Benefit Your Business. That user you have no connection with yet might be a business owner who has no idea how to even use those new Facebook reactions. They click on your link and boom. You have a new visitor to your website and just introduced yourself as a credible source of information they can trust.
According to HubSpot, companies who blog receive 97% more links to their website! The reason business blogging works is because they aren’t pushy. They provide helpful and educational content that catches readers’ eyes when it’s most convenient to them.
Where’s the Proof?
The proof is in the numbers. Here are just a few of many facts I found about blogging and the impact it has on businesses.
Marketers who have prioritized blogging were 13x more likely to experience positive ROI.
46 percent of people read blogs more than once a day.
79 percent of companies that have a blog report a positive ROI for inbound marketing in 2013.
If those numbers aren’t convincing enough, let’s talk about one of our clients and their experience with blogging. Williams Integracare Clinic, a family practice, physical therapy, and chiropractic clinic needed to demonstrate how convenience could be a tangible element for people seeking medical care. How did they do this? Through their clinic's blog. While keeping their patients in mind, they highlighted topics people often had questions on and explored in depth. By posting three to four times per month, Williams Integracare was able to increase their blog views by 741 percent, customers from blog views by 200 percent, and contacts from their blog by 29 percent in the year of 2015. Now that's effective business blogging.
What Else is in it For Your Company?
Another pro about business blogs is they are FREE. You might have to pay someone to write them, but you don’t have to pay to promote them like an advertisement. It’s a free way to get content out about your company and address the issues customers care about.
Business blogging also gives you the opportunity to establish a voice and face for your business. Use your blogs as a way to communicate with your customers and create a personality they identify with when they come back for more. The content you create also gives your website more credibility for customers and search engines like Google and Bing. These search engines seek content that's trusted and being shared by others.
You can’t go wrong with writing a business blog (unless you’re forgetting to site of course). From increased ROI, increased website traffic, and most importantly: creating a stronger bond with your customers - business blogs are sure to do more for your company than you thought.
My fire is fueled by the relationships I make, build, and cherish. I love hearing people’s stories, what makes them who they are, and where I fit into their lives. As the Creative Content Lead at Leighton Interactive, I'm a storyteller. I’m lucky that I can use my natural ability to help people find their voices, tell their stories, and reach their goals so their businesses can get results. Outside the office I get excited to find sunshine, consume iced coffee, work out, or add unique pieces of jewelry to my ever-growing collection. I also tell stories on behalf of my local AAF chapter, and serve as the Board's Past President.