From Don – Today I’m excited to introduce you to my good friend, Kevin Duncan. Kevin is one the best bloggers out there and has built a phenomenal blog titled “Be A Better Blogger.” His experience in onlinem marketing shines through in his witty titles and content than any business can learn from. If you don’t know Kevin, be prepared to learn a lot today. Grab a pen, paper and start taking some notes because every article he writes has something to teach us.
Without further adieu, take it away Kevin!
If your business isn’t blogging, you’re deliberately handicapping yourself. You might as well be an athlete drinking expired milk before a big game, a guy wearing a fanny pack on a first date, or a movie producer casting Rosie O’Donnell as the lead in an action-adventure blockbuster. Can you still succeed? Sure, anything is possible. But you will have made success a million times more difficult than it needed to be.
Hello, my name is Kevin Duncan. If you’re a business owner thinking about blogging, keep reading because this article is for you. Don and I are going to show you how a business which isn’t utilizing blogging is ignoring possibly the greatest marketing asset available to it. In short, we’re going to convince you to stop hesitating and start blogging. Ready? Let’s go…
Solve a Problem, Reap the Rewards
Imagine you’re a guy about to ask a girl out for a date. As you’re approaching, a thief grabs her phone and runs away. Calm and cool, you extend your arm. The thief blindly runs into it, his feet go out from under him, and the phone flies into the air. You catch it, smile, and then hand it to the girl. What do you think are the chances she’ll say “yes” when you ask her out on a date? Pretty good, right?
After all, her initial impression of you is “guy who swooped in and helped me with a problem.”
This is what a good blog can do for your business. It doesn’t just help you make a good first impression, it helps you make a great first impression. A good business blog produces quality content which answers the questions and needs of its ideal customers. This means you’re able to help a prospective customer beforeyou’ve asked anything from him or her.
Think this will help your conversions?
Absolutely it will. Don’t be the random guy who walks up to a girl. Be the knight in shining armor.
Establish Your Company As An Authority
A funny thing happens when you consistently produce blog content which answers the questions and needs of your ideal customers: Those customers begin to see you as an authority.
Think a person is more likely to buy from you if they view you as an authority?
A few years ago, when I was preparing to buy my first house, I searched for information on home inspections. I found a business blog which answered common questions for first-time home buyers. Questions related to common problem areas in a home, the kinds of things a good home inspector will inspect, how long a home inspection takes, etc. were asked and answered. The information was extremely helpful.
As luck would have it, this business was local. When my offer was accepted by the seller, which business do you think I contacted to perform my home inspection? The one with the helpful blog. The one which answered my questions. The one I considered an authority on home inspections.
A radio or television commercial won’t establish you as an authority. Neither will a billboard or newspaper ad.
But a blog dedicated to providing information and answering questions?
You better believe that will establish you as an authority.
A Blog Brings Traffic To Your Website
Every time your company writes a blog post, one more page is indexed on your website by Google, Bing, and the like. This means there is one more page on your website a visitor can discover.
It means there is one more page capable of generating a quality lead (more on that in a moment).
It means there is one more page visitors can share on social media networks like Twitter, Facebook, Google Plus, LinkedIn, and Pinterest.
In short, each blog post represents endless possibilities for your business. Speaking of social media, it is a lot easier to build a social media following when you’re producing blog content. After all, which is more likely to get shared: A 144-character Tweet packed with however much helpful information you can fit into 144 characters, or a blog post filled with great, helpful information?
The answer is hopefully obvious. And since each share on social media means more potential customers will discover your business and the services/products you offer, the upside to producing sharable content shouldn’t be ignored.
Generate Quality Leads
What’s a qualified lead worth to you and your business? I’m not just talking about random leads which may or may not be interested in the services or product your company offers.
I’m talking qualified, “this is the exact kind of thing I’m looking for” leads.
What are those worth to your business?
I imagine quite a bit.
As mentioned earlier, a good business blog produces content which answers the needs of its ideal customers. It’s generating content its ideal customer is actively searching for and hoping to find.
Think about that for a moment. Your ideal customer will find youif you produce the right kind of blog content. And if you end each of your blog posts with a strong call to action, your blog will be pointing quality leads directly to your sales page 24/7. That’s right: 24/7. When you’re sleeping, the blog posts you’ve written will be bringing in leads for your business courtesy of Google and Bing. When you’re eating dinner, your blog posts are answering the questions and needs of your ideal customers. When you’re sitting in a movie theater watching Rosie O’Donnell fight a ninja while muttering “oh the humanity” under your breath, your blog posts are helping your business succeed.
A good blog is a dedicated salesman working on your behalf twenty-four hours a day and seven days a week. And it never takes a vacation.
Don’t Be Left Behind
I’ve hit you with a lot of anecdotal evidence. Here are some statistics. According to HubSpot:
- Almost 40% of U.S. companies are using blogs for their marketing efforts
- 92% of companies which blogged daily acquired a customer through their blog
- There are 31% more bloggers today than there were three years ago
- 46% of people read blogs more than once a day
And these numbers are trending up, not down. Each day your business isn’t blogging, you’re losing potential customers. Each day your business isn’t blogging, you’re falling a little more behind your competitors who, based on the above statistics, most likely are blogging. Each day your business isn’t blogging, you’re increasing the chances you will one day not be in business.
The good news? It’s not too late.
Don can help. I can help. There are many who can help. Are you ready?
Kevin Duncan was a professional website developer for the US Department of Defense before the government started scaling back its defense budget. That is when he began transitioning into freelance work: Freelance web development, freelance writing, and blogging. He has been blogging since 2005. Be A Better Blogger’s goal is to help bloggers of all experience levels (beginners, veterans and pros) improve their craft. Be it improving your writing skills, increasing site traffic, observing best website design practices, increasing revenue or tweaking SEO.
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Do you have a question or thought about blogging for business? If so please leave a comment below and Kevin and I will look forward to engaging with you!