October 1, 2020 by John Herrington in Strategy

6 Ways To Use Blogging To Promote Your Business

If blogging is so 2010, then what are you doing here? See what I did there? When managed appropriately, a blog holds the power to both promote your business and increase your ROI. Blogging is one of the easiest ways to produce and distribute quality content that aligns with your overall marketing and business goals. A good blog can help you reach audiences. A great blog can also market your products and services, and increase revenue.

According to HubSpot, marketers who prioritize blogging efforts are 13x more likely to see positive ROI. Companies that publish 16+ blog posts per month, as opposed to 0-4, get nearly 3.5x more traffic and generate 4.5x more leads. That’s a lot more eyes, a lot more clicks and potentially, a lot more money.

1. Allocate Resources to Your Blog
Blogging should be a part of your overall digital marketing strategy. Make sure you have quality resources allocated to your blog.

Invest: Spend the money on a reputable host with a premium theme. You might write like Shakespeare, but if your blog looks like a middle school Myspace page, no one is coming back. Unless it’s the Roaming Gnome Myspace page, of course, because that campaign was fire (yeah, I might’ve played a part in that one). But we recommend WordPress. I mean, look how good we look…

Time: It takes time to craft and edit quality content that will drive engagement. The average blog post takes 3 hours and 16 minutes to write. That’s a little longer than the average NBA game and roughly 5 episodes of Real Housewives. You can adjust your schedule accordingly.

2. Publish content relevant to your business
Your blog posts should work to solve your target clients’ problems. Simple as this- be helpful. Give your readers valuable advice, thoughtful counsel and useful resources pertaining to your specific industry. This will showcase your business as not only a leader, but a good neighbor. Remember the Golden Rule?

Planning out your blog ahead of time will also help ensure that you are hitting on all the pain points your clients face. Consider putting together an editorial calendar. Thought and strategy behind how often, when and what you post will go a long way.

3. Create effective CTAs
Always include appropriate calls to action. Yes, we want to be helpful. Yes, we want to be good neighbors. But also yes… we want to recruit new clients. So, tell your audience how to engage further. I know, when you hear ‘call to action,’ you cringe at the thought of the blinking, blue button that says CALL NOW! It doesn’t have to be that obnoxious. You could offer more information or a downloadable PDF if readers give their emails. Or maybe you can give out some sort of incentive for posts shared on social media. Any small or big way you can capture visitor information is key. This allows you to keep the conversation going.

4. Create an engaging email list
So important, we’ll say it twice. Get 👏🏻 that 👏🏻 email 👏🏻 address. 60% of consumers subscribe to a brand’s email list to receive promotional messages, while only 20% of consumers who will follow brands on social media to get deals. By sending out a consistent, online newsletter, businesses have the opportunity to engage with their customers in a place they visit every day ─ their inbox.

5. Don’t forget SEO
Search Engine Optimization (SEO) techniques help you craft your content in such a way that it is easily indexed and ranked by major search engines like Google. Your SEO techniques should include the following..

✅ Check your site speed and health
✅ Research keywords for your industry- use those keywords in your blogs
✅ Ensure your website is mobile-friendly
✅ Backlink to other articles on your website

Neil Patel writes a great article on how to improve your Google rankings without getting penalized.

6. Test and adapt.
It’s true. No rest for the weary. Don’t just hit ‘publish’ and close that laptop. Analyze your traffic patterns. Study what works and what doesn’t. Make note of the current trends. Write on topics that your audience is already interested in. Always highlight your true area of expertise, but be sure to tailor your content in a way that resonates with your target customer and the current climate.

Your hosting platform will come with its own set of analytical tools, but take the time to explore all the additional resources at your disposal. If you’ve been targeting specific keywords in page content, you can use AuthorityLabs.com to assess your rank. Google Analytics is also a fan favorite- and bonus points, it’s incredibly user friendly.

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