The Importance of Blogging to Increase Traffic, Attract Leads and Build Relationships

Blogging Statistics that Prove How Blogging Boosts Your Business

If you haven’t got a blog on your business website yet, or if you’ve let your old one slide into oblivion, you’re missing out on a key marketing tool. Blogs build a strong online presence for your company.

The internet is Main Street in the business world. If you’re not posting fresh, high-quality content to your blog on a regular basis, you’re not showing up where the traffic is. You’re stuck out in the boonies, a long way from the real action.

business blogging


One Company’s No-Blogging Experiment

Just take a look at Blue Kaboom’s No-Blogging Experiment. One of their clients stopped publishing blog posts for 251 days. As a result:

  • Overall traffic went down 32%
  • Organic traffic went down 42%
  • Overall site conversions went down 28%

The company slipped from 1st place in Google’s rankings to 6th. That’s perilously close to the second page of Google’s search results, an unenviable place where it’s said you can successfully hide a dead body without anyone ever seeing it.

Blog posts are a major source of website traffic and inbound leads.

“Inbound” leads are from people who arrive at your blog or contact your business of their own volition. They weren’t force fed ads. They genuinely desire the information and solutions you can give, so they’ve sought you out and come to you willingly.

Often, inbound leads are already warm to the idea of doing business with you. According to Crazy Egg’s Guide to B2B Blogging, inbound leads are worth more than other kinds of leads. They cost 60% less than outbound leads. Businesses on average save $14 per customer acquired by inbound methods such as blogging, and the leads are up to 10 times more likely to convert.

Earn More Traffic and Increase Qualified Leads

Blog posts are out there pounding the figurative online pavement for your business.

It’s as if each article is acting like a tiny, knowledgeable salesperson for your business. They’re out walking the streets carrying signs with your business name on it.blogs help businesses

Any time people have a conversation about your industry, your blog – the enthusiastic, helpful little salesperson it is – can join in. If someone has a question, your blog gets to raise its figurative hand and shout out the answer. If someone wants to learn how to do something, your blog shows them the way.

How you provide value will depend on your voice. Maybe your blog attracts readers by entertaining them. Blogs are educational tools, too. You may be informing readers through case studies and white papers that are linked through your blog articles.

Whatever the goal, with no blog, you’re missing out on much of the online conversation. The crowds of people are walking right past your business. Nobody even notices you’re there because you’ve made no effort to communicate with them.

Blogging works as a highly effective communication tool for your business. The more you blog, the better it works. HubSpot’s research, Lead Generation Lessons from 4,000 Businesses, found:

  • Businesses who blog 16-20 times per month get 3x more leads than those who don’t blog.
  • Businesses with over 200 blog articles get 4.5x more traffic and 3.5x more leads than those with under 20 articles.

HubSpot said in its benchmark data on blogging frequency that both B2B and B2C companies had more inbound traffic to their website the more blog posts they published. 

Blogging Helps You Get Found Online

You need content on your website for search engines to index.

Companies that blog have 434% more indexed pages, and companies with indexed pages get more leads.

More blog posts equal more opportunities to publish information that search engines can find. Blog titles, subtitles and metadata should include keywords to help you rank for the terms people are searching.

blogging helps businesses

Other businesses, media outlets and people are likely to link to and share articles that are helpful and provide solutions. These are called backlinks, and they go a long way in showing Google your information is credible and your website is authoritative. Google’s senior search quality strategist said that backlinks are one of the top two most important ranking signals in Google.

Google values backlinks so highly because they are a clear indication of the information real people value online. Google is, after all, a business. One of its chief strategies for success is providing searchers relevant, high-quality, useful information. 


Blogging Builds Relationships

Blogging works to persuade potential customers you are right for them.

Your blog is an online arena where you can shine a spotlight on your connections with your customers.

For example, an outdoor brand may attract someone to its website through a blog post about popular hiking trails in the area. In the sidebar of that post, the reader sees another article about the best tents for cold weather camping. Or, the reader downloads a checklist of the most important gear for a weekend trip to the mountains.

The important part is, they’ve stayed on the site and learned more about the company. They’ve also learned they can trust the business to equip them with everything they need for fun in the outdoors.

Your company #blog helps solidify relationships with readers. Click To Tweet

You move people further along the buying journey by building relationships through blogging.

Articles are each designed with different objectives in mind. The post about popular hiking trails is meant to attract a wide audience of all sorts of people interested in hiking in general. The focus of the blog article about tents for cold weather camping is much more narrow. It speaks to a specific type of reader, someone who may be much closer to buying a product than the person interested only in hiking trails.

Unless you’re a trail guide. Then, of course, the article about the best hiking trails is more relevant to your likely buyers.

The key is to cast a wide net to attract traffic and a smaller net to earn leads. Your company blog is a tool that lets you do both consistently so you reach all members of your target audience. 

Your blog articles are assets that help build your brand and promote your company. Once blog articles are written and published, they keep on working to connect with potential customers and build relationships with current customers. If you need more proof, head on over to How Blogs Keep Small Businesses Out of the Internet Graveyard.

2017-04-27T10:08:39-04:00By |

About the Author:

A professional copywriter on a mission to rid the internet of mind-numbingly dull, churned content.

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