Business blogs are simply a must for any entrepreneur looking to make sales online. However, if you’ve got a knowledgeable content marketing expert on your team, then you likely have all your bases covered and can breathe easy.
But if you’re a solopreneur, new business start-up, or eCommerce side hustler running it all yourself, then pull up a chair, grab your favourite beverage, and get comfy. Because you are going to want to know these ins and outs of using blogs to build your business.
Let’s Start With The Basics: What Are Business Blogs?
Blogging for business is different from starting a personal blog about your travels around Europe, or a magazine editorial that curates content from across the web.
Business blogs are a marketing channel (much like your social media platforms, email sequences, videos, etc) you can use to help attract your audience to your website and grow your business.
When your audience finds you online, it’s your content’s job to engage them, encourage them to find out more, and funnel them through to a sale.
However, the power of blogging for business can only be harnessed when it becomes an integral part of your content marketing strategy.
So Then, How Does Blogging Fit Into Your Content Marketing Strategy?
There are some differences between content marketing and blogging. However, they do complement each other and both drive engagement and sales for your business.
The key takeaway here is that blogging isn’t as effective for business growth without a content marketing strategy.
Relying solely on your blog to drive traffic and increase sales online is a mistake. Instead, you want to create a holistic content marketing strategy that considers a range of other factors, such as your:
- marketing channels
- marketing tactics
- key messages
- business brand
- content distribution schedule
The best place to start is with a content marketing plan that is researched, structured, and consistently implemented.
What Will Your Business Blog Plan Look Like?
Planning blog posts for your business makes creating content so much easier because you’ll know EXACTLY what to write about – no more dreaded blinking cursor silently mocking you!!
You probably know by now that blogging for business isn’t just writing on a whim. You might wish your words were powerful enough to draw in your audience on their own. But it makes sense to have some inside knowledge on how Google works if you want to draw more readers to your blog.
With that in mind, it is imperative that your blogs are:
- Backed by keyword research
- Optimised for SEO
- Structured correctly to engage readers
- Matched to your sales funnel stage and buyer types
- Aligned with your marketing, sales, and launch plans
- Released consistently and scheduled in a timely manner
- Optimised for mobile devices
- And have a clear call-to-action
All of this information can be included in your blog plan and if you’re stuck for inspiration, grab yourself a copy of our Blog Planner Template.
Bottom line – when you plan, structure, and align your blog efforts with your overall marketing plan, you will start to see some big outcomes in terms of your business growth.
3 Ways To Use Business Blogs To Get More Customers And Sales
1. SEO for Organic Traffic on Autopilot
Investing in SEO for your website and content is a must for any business looking to make sales online.
Whether you’re looking to run paid ad campaigns or you want to attract your audience organically, optimising your website and your content for search engine results is imperative.
Not on your radar or to-do list? Add it today!
When your content is optimised for search it means that your:
- Keywords have been thoroughly researched so you KNOW what your audience is putting into Google and you KNOW that your website can be returned in a top place in the search results.
- Your content has been structured so it can be crawled by Google search engines AND compels your audience to take some form of action (sign up to your list, read more, buy something from you, or share your content with others).
- Your content includes links to external sites and crosslinks to your already existing content to help improve your organic search ranking.
When all of this happens your organic traffic will essentially be on autopilot and constantly visiting your blog posts.
And because your blog posts are part of your bigger strategy, they are going to support your other business efforts, such as products, services, and launches.
2. Content to Support Products, Services, and Launches
Being strategic about your business blogs will save you time and allow you to see the bigger picture when it comes to releasing content holistically.
When you use a blog planner, you can see as far ahead as 12 months (in fact we suggest a minimum of 12-month planning!) which allows you to also consider the other events that are happening in your business.
- New services or offerings
- Product launches
- New online courses
- One-off or regular sales
You also get a great snapshot of other opportunities to leverage:
- Collaborations and networking
- Seasonal or holiday promotions
- Business events or expos
When organised and scheduled, not only are your blogging efforts driven by purpose, but you can track the effectiveness of your efforts. Has your website traffic increased? Are your lead generation efforts paying off? Getting more sales? Are your social follows and shares up? Is your brand building momentum?
3. Establishing and Building Your Brand
Your branding allows your customers to recognise and experience your business. It goes beyond your logo and palette and can be affected by your credibility and personal connection.
Although your marketing efforts are done to drive sales, these sales essentially come about because of your brand and how it resonates with your ideal audience.
Your authority, credibility, and loyalty can be portrayed within all your content, including your blogs. And this, in turn, helps build your business.
Another great thing about your blog is that, much like social media, it is a marketing channel where you can afford to relax and show a little more of the personal side of your brand.
There are no hard and fast rules to the tone or style of your blogs, as long as you structure them correctly for SEO and consider other aspects of your content marketing. At the end of the day, you can write in any voice that suits your brand.
Once you start publishing your business blogs, don’t stop!
With your business blogging efforts planned out and included in your content marketing strategy, it is super important that you continue what you start.
Consistency really is the secret sauce to driving organic traffic to your website. If you stop you will see your search results drop and traffic will slow down. So to see consistent growth, make a point to stay consistent with your blogging efforts.
If you want to make levelling up your business blog into a well-oiled content marketing machine easy, look at our Blog Planner Template. It’s the easiest way to create a consistent plan for content that CONNECTS and CONVERTS.
Or, if you need help creating a consistent content marketing strategy that will bring your clients in on autopilot, then let us do it for you. Start by booking in a free 30min discovery call.