Beyond growing brand awareness and vanity metrics, the following business blogging benefits are practically within your reach.
It means you can experience them in real time, but only if you start and operate on the right foundation.
I say this because starting a business blog doesn’t cost as much in comparison to the potential benefits; some of which you might have heard or read about.
One interesting fact you have to note is that all business blogs are not created equal, both in terms of design, function and outcomes.
However, the form and function part of a profitable business blogging strategy isn’t what this post is about. You can learn more about that by searching for company blog examples in your niche.
For a recruitment business owner, you can search ‘recruitment business blog examples’ and follow the links that appeals to you.
While making a lot of people aware of your brand is a good thing; that alone won’t bring you the most valuable results. If you stop at that, you can start and continue to experience zero business blogging ROI.
The vanity metrics in this context means you could be getting comments, replies, likes and shares on your contents and nothing more than that.
Now, let’s explore the specific business blogging benefits you can experience when you start.
#1: Targeted Traffic
Just like business blogging strategies, traffic quality can hardly be the same even across 100 different blogs in the same niche market.
Thus, if the quality of the blog traffic you generate daily, weekly or monthly is very low, you won’t get much value from it in relation to other performance variables. Done very well, a conversion focused business blogging strategy delivers the benefit of targeted website traffic consistently.
Combined with local search engine optimization, you can as well start attracting qualified prospects in need of your services within preferred locations.
For most business bloggers who don’t know any better, all they care about is the growing number of people reading their blog posts. And that could be anybody, from anywhere with any intention.
And then they complain of getting no return, just like this comment posted by Andy Brent on a wedding services marketing blog.
‘Right now, we get lots of positive comments on our posts and some considerable traffic volume too.
But the return on time and money spent is flat zero’.
Unlike brand awareness, targeted blog traffic is measurable and scalable.
From the onset, your chosen topics, blog headlines and content writing style determines to a great extent, the type of readers that will be attracted in the first place.
Your business blog promotion strategy also plays a big role here. See the post below to learn more on this.
Here are the core determinants of blog traffic quality, especially if you are blogging to promote your business and not to make money from affiliate advertisements.
- Reader Location
The internet is a borderless and open marketplace. This means that your contents can be found by anyone from any location. Except in the cases of ecommerce, location variables make a lot of difference in traffic quality.
The other exception that comes to mind are online businesses that can serve customers from anywhere around the work.
Think about software and pure internet companies.
For most offline service based businesses, if the majority of your readers are in distant countries, states or regions, they will never consider visiting to do business with you.
Both at the writing and promotion stages, you can leverage local search engine optimization strategies to attract people from within your target location.
Check out this study on how local search drives inbound sales calls.
- Purchase Intent
While it is not a good thing to flood your company blog with sales pitches, it doesn’t hurt to match precise purchase intents with your contents from time to time.
The key thing is to leverage on well researched buyer keywords.
Use keywords that have commercial intent to write about topics, solution, pain point and services that people are actually searching for.
This is one of the determinants of how valuable your blog traffic will be.
- Buyer Journey
Granted, not all the people that come to your company blog are ready to discuss their need for specific products or services.
In other words, all your readers are likely to be at different stages of a purchase cycle.
That is if you are attracting the right audience with your contents. By aligning your contents with different stages in the buying cycle within your niche, you’ll be able to attract people ready to make purchase within 24 hours to 30 days.
#2: Higher Quality Leads
If you need more than vanity metrics, high quality leads is one of the business blogging benefits you’ll experience by going beyond brand awareness.
By looking at it very well, you’ll see that traffic quality will have direct impact on the quality of leads being generated from your blog in each passing month. Dare I say, the whole thing is inter related.
Unfortunately, if you have high volume of quality traffic flowing through a badly optimized conversion funnel, you won’t get much ROI from that.
In essence, you are just pouring water into a leaky bucket. (add image).
Among many others, one of the key benefits of consistent business blogging is that it maximizes your website’s potential. Moreover, it attracts qualified prospects exactly the time they are searching for specific services or solution to their needs.
Mind you, this can be accomplished while growing brand awareness at the same time. See this 20,314 visitors SEO case study on Robbie Richard’s blog for more insights.
The following variables affect the quality of leads from a business blog.
- The Lead Magnet
The big question is; what will you give in exchange for your target customer’s contact information – name, email, phone etc?
In a case where your lead magnet is not strong and attractive enough, you won’t convert much of your blog traffic into leads and paying customers. If you make it about you and your awesome services which can be found in a thousand other online locations, then I have to tell you that no one cares.
People care about solution to their problems, pain points, needs, hopes, fears and aspirations.
Danavir Sarria of Copy Monk has this monster list of 101 B2B lead magnet ideas that work. Go check it out and pick what you can easily execute.
If you are still using generic newsletters, that’s like competing with closed eyes in a crowded marketplace.
- Call To Action
Even though call to action might not have much to do with quality of leads, using vague offers and CTAs on your blog won’t get you the results you want.
You have to be precise enough in instructing your prospects what to do before, during or after reading each of your blog posts.
If you are currently generating some considerable volume of targeted traffic, here is what you’ll do.
To improve your lead quality, simply start split testing your calls to action. Do this in relation to whatever lead magnet you choose.
- Lead Nurturing
Lead nurturing is a process of increasing the quality of leads from the first to last stage in a buyer’s journey.
The core premise is based on the fact that it takes 2 – 8 touch points to close a sale especially in high ticket service niche verticals.
So if you still expect a significant percentage of your traffic to convert into quality leads and clients in their first visit, wake up and face the reality.
In case you don’t have an optimized lead nurturing system in your sales funnel, that means you could be losing ready buyers to your smart competitors.
This part of the marketing goal that can be accomplished with automated email series.
#3: Growing Sales Volume
Here is the big question: Can business blogging bring in paying customers? My answer is an affirmative YES. Event at the beginning stage, this blog here at Weblife contributes to our customer acquisition process more than any other channel.
However, the whole thing works in an integrated strategy with SEO, social media and paid content promotion.
Whether you are in product or services niche. There are literally unlimited angles you can leverage to generate real sales from your business blog or content marketing strategies.
Do this consistently, and you’ll be on your way to growing sales volume from your company blog.
Beyond my personal opinion, here is a case study of why Neil Patel spent an average of $5000 per month on generating quality leads and sales.
Noah Kagan also shared a detailed case study with some insightful tips on why Intercom wrote and published over 500 blog posts over a six year period. There you’ll see how blogging integrates with other strategies too.
In fact, it is not a question of whether it is possible to get sales from business blogging or not, the challenge is: ‘how’?
Before you join the group of people currently complaining with statements like ‘we are getting website traffic, but no sales’, here are the core determinants of reader to customer conversion variables you should understand.
Fail in this regard and you could get busy wasting time and money on aimless contents within your blog.
- Market Demand
This is the very first variable that influences almost everything else.
Website or blog traffic is good, but without quality leads and revenue, it is practically useless. In that case, the money and time you spent generating them are just being wasted.
Making better decisions in this regard will also impact your B2B lead generation strategies and bottom line revenue.
Unfortunately, you can hardly experience the business blogging benefits of growing sales if the contents you create are disconnected with real market demand. This is where proper keyword research helps a lot.
- Website Traffic Volume
How much traffic is enough?
Well, I have to tell you that it is somehow related to the demand for products or services you are selling.
The question is; how in touch are you with your target market to gauge the demand with it? And is it sizable enough to match your revenue goals?
The interesting fact is that, if there’s sufficient demand for your services, people are likely searching for them in Google. And it happens even as you are reading this post right now.
However, in a case where the traffic coming to your blog from search engines and other sources is very low, you won’t get much sale from it, if any.
To experience consistently growing sales, you need growing traffic volume too.
- Conversion Funnel
When it comes to business and marketing, there is nothing like one size fits all reality. Every industry, niche market, services and even business owners are different.
Hence, the thing that works for business owner A may not work well for B, especially in terms of getting sales from blog traffic.
Conversion funnel is simply the component for moving qualified and interested prospects from awareness to purchase. Without an optimized conversion funnel, even the highest traffic volume won’t solve all of your revenue problems.
With conversion focused business blogging strategy you should be driving traffic to your sales page, lead generation landing page, opt-in forms or even phone lines.
- The Trust Factor
I bet you must have heard this statement a number of times before now – people buy from people they know, like and trust.
If you pay attention very well, you’ll observe that knowing, liking and trusting are three different things.
Somehow it defines the stages in a typical buyer journey.
The other important thing worth noting is that people respond more to and buy solutions to their known problems more than the promise of pleasure they can live without.
So a significant number of your blog posts should be centered on solution first, products or services second. For example, beside the known benefits of business blogging, what problems can you solve with that?
Answer: static traffic volume and low quality leads.
#4: Long Term ROI
According to George Herbert:
Good words are worth much. And cost little.
In reality, every piece of well crafted promotional content is like a media asset, which could have decade long life span.
By simply owning the media, you own the attention too.
But here is the problem; an overwhelming majority of prospects in your target market are bombarded with thousands of advert messages and sales pitches every day.
And you know we all struggle with insatiable tendency for instant gratification and short attention span.
Now let’s look at cable television for instance.
Based on voluntary drive, most TV watchers seek out and discover only the contents that match their immediate interests and current tastes. This implies that without seeking a certain type of content, they won’t discover it.
The same thing applies to content marketing with a business blog.
If your contents are not optimized and promoted, qualified prospects won’t find them.
With regard to long term ROI, let’s look at the factors that will determine whether you’ll lose money or break even in your business blogging strategy.
- Long Term Search Traffic Potential
Unlike pay per click search marketing, the targeted traffic you can get from a business blog is not limited to a certain budget.
Here is what I mean. If for instance, you are generating 2000 visitors per month with $2000 spent on Google adwords, your advert will stop running when the budget is exhausted.
On the other hand, if 20 of your well optimized lead generation blog posts bring in 2000 visitors per month from 50 different search terms, the traffic will continue to flowing in as long as the ranking lasts.
Below is an image of sample blog posts that have multi-year life span.
Based on real data, Hubspot reported that 92% of their monthly leads from a business blog come from old posts. These are posts that are 3 – 12 months old.
- Customer Life Time Value
Depending on revenue model, if the customer life time value in your business is relatively long (6 – 24 months average), you are bound to experience long term ROI on customers acquired through business blogging.
The reason is because customer acquisition cost tends to decrease as the lead and revenue generation benefits compound over time.
Now tell me, why would you focus on growing brand awareness only?
Contrary to outbound marketing that annoys and distracts people from their important personal engagements, SEO optimized blog posts attracts prospects only when they are searching for solution to their known problems.
Take cold calling and emailing for instance.
In their highest level of effectiveness; you’ll be spending much of your time on demographically qualified prospects who may not be interested or can’t afford your services.
However, this is not to say that outbound marketing strategies don’t work at all.
- High Profit Margin
Let me ask you this, if you are barely breaking even in your business blogging strategy by a margin of $1.01 will you continue spending money and time on it?
Probably your answer will be dependent on a number of considerations.
The main point here is that blogging for your business is supposed to be profitable. Even though some experts say you shouldn’t expect sales or profit from the beginning, there is no reason why you should ignore that entirely. Plan for profit from day one.
Interestingly, a combination of long term search traffic, decreasing cost per lead, higher conversion rate and long customer life time (if your revenue model warrants that) helps to boost business blogging ROI.
From a perspective of brand building and lead nurturing, Alex Turnball of Groove found that their blog delivers $972/month from every 1000 prospects who subscribed and tried their product vs $270/month from 1000 non blog subscribers.
After writing for 365 days in a row, Nathan Barry, the founder of ConvertKit earned $683 per day from the time and money invested.
Among many other variables, writing 68,181 words in 71 blog posts contributed significantly to this earning milestone.
While it is unclear how many hours per day or amount of money he spent on it, the profit margin is very uncommon.
Compare that with what you can get from paid banner ads or disruptive outbound marketing.
From the foregoing, we’ve been able to establish the fact that well crafted contents are like media assets. As the the owner of attention grabbing contents, you also own the attention of a well defined audience through time and space.
The challenge is how can you serve their immediate and future interests in relation to your own marketing goals?
Technically, starting a business blog is easy. It may not even cost as much as you assume now.
Doing it consistently well to experience the benefits is a different ball game. So note here that it is only strategic execution that will bring the benefits of targeted traffic, increased quality leads, growing sales volume, long term ROI and many others.
Unfortunately, if you start and your strategy is limited to the vanity metrics that relates to growing brand awareness only, then painful waste remains inevitable.
Now you can share your current business blogging challenge and experience in the comment section.
You can as well join our Facebook group – The Search Tribe to discuss, discover and leverage working strategies to attract only the people in need of your products/services – Now.