As we can all attest, the business world changes in the blink of an eye – and the pace at which technology evolves is even more dizzying. With each new, shiny, flashy app, gadget, or device… there’s a newer, shinier, flashier version gearing up to surpass it. In this climate, then, is a blog still relevant? With the first blog published back in 1994 (the dark ages of the internet), is this platform viable in today’s world?
In a word: yes. Not only that, it can deliver a strong ROI when it comes to key brand-building goals. Here are five compelling reasons why your business needs a blog.
Why Your Business Needs a Blog
If you do not have a blog or it’s been left to gather virtual cobwebs, it’s time to dust it off and get to work.
1.Business blogging drives traffic to your website.
When people are looking for design and construction professionals to help them with a project, they ask the expert: Google! Chances are slim that someone will navigate directly to your website as the first point of contact. Instead, they enter a search query and wade through the results. Sixty-eight percent of all online experiences start with a search engine, and the top five sites garner the overwhelming majority of clicks.
Ever hear the old joke: What’s the best way to hide a dead body? On the second page of the search results. It’s not funny – but it is true! Visibility in the results pages is imperative. How does a blog help? Whenever you post, it creates another indexed page on your website, which translates to another opportunity to show up in the results pages. The more visible you are, the greater the likelihood that people will click through to your site. Brands with blogs, on average, attract 55% more visitors.
2.Your blog can help convert traffic into great leads.
Generating traffic is, of course, just the first step. Next up is converting that traffic into leads. For design and construction services and solutions, most people aren’t going to hit “Buy Now” or “Build My Dream House” directly. Since they came to you for information via your blog, however, they will engage further with a little prompting. For example, you write a piece on “X Top Tips for Designing a Wet Room.” You include a call-to-action (CTA) for a value-add, like “Download Our 2022 Bathroom Design Guide: Tips and Tricks to Transform Your Space.” The visitor clicks, fills out a quick form with their name and email address, and enjoys the free guide. You now have that user’s information for future marketing efforts.
Include a CTA in most (if not all) of your blog posts. You won’t convert 100% of visitors into leads, but you’ll make strides towards your goals. In fact, businesses that blog see a 126% increase in monthly leads, and that makes it well worth your while.
Want to make even more progress? Check out Haven’s 9 Steps to Effective Marketing In the Design and Construction Industry. (See what we did there?)
3. You can build authority and trust with links.
When it comes to determining your place in the results pages, Google has a “secret sauce,” if you will. It considers over 200 ranking factors that cover everything from relevant, original content and keywords to page speed and organic click-through rates. One of the most critical is inbound links (also called backlinks).
Say another website in your space links to your piece on “X Top Tips for Designing a Wet Room.” This is an inbound link. It indicates to Google that your content is helpful, relevant, and of value. Think of an inbound link as a vote of confidence in your authority and expertise.
Building backlinks is challenging, but the first step is creating compelling content and publishing it regularly on your business blog. A Hubspot study found that businesses with blogs generate 97% more inbound links.
4. It makes life a bit easier.
How many times do your salespeople explain the same service, product, or process to prospects and clients? How much time do they spend answering the same questions?
Your blog enables you to dig deep into these topics – and then your team can pull them out as needed. For example, if a prospective client is confused or unclear about a certain process, you can send a link to a helpful blog post. Of course, you should always be available to field questions and concerns in-person, on the phone, or via email, but if you can deliver valuable information easily, it helps streamline the sales process and build trust.
On the reverse end of the matter, if prospects find you through your blog, they have already interacted with your content. You have established authority and a level of trust; you may have already helped them with answers, tips, or advice. This helps you move into more productive sales conversations when they are ready to connect. Remember, consumers interact with three to five pieces of content on average before they reach out to a brand.
5. You can repurpose content for maximum impact.
Creating content costs 62% less than pursuing other marketing strategies, such as TV ads (though we’re not saying don’t engage with other formats). That said, it is an expense, and you want to maximize your return on investment. The best way to do this is to turn one blog post into several pieces of valuable content. How? It’s not magic… It’s just smart marketing.
How can you repurpose content to amplify your marketing efforts?
- Turn it into an infographic (you’ll appeal to all those visual folks)
- Expand it into an e-book or guide
- Produce a video series
- Post a related snippet, a thought provoking comment, or intriguing question on social media – and be sure to link back to your blog and website
On the flipside, you can turn the content forms listed above into read-worthy blog posts. Insightful thought leadership can take many different forms, and you’ll capture people with a variety of learning styles and preferences. Make the most of your content.
Fastrack Your Business Blogging Efforts
Of all the reasons why your business needs a blog, the most compelling is that it helps you connect with the people who want and need your services. You have the opportunity to establish your authority and expertise in your space. To tell your story in an impactful way. To move the needle on key brand-building goals.
Establishing and nurturing an effective blog can be a full-time job in and of itself. Haven specializes in marketing for design and construction professionals. Our team frees yours to focus on what you do best: wowing customers/clients with exceptional service and results.
To learn more about our inclusive marketing and content services, contact Haven Media.
