Blogging seems to be all the rage in marketing now, with everyone jumping on the bandwagon. It’s no longer the sole purview of thought leaders and outspoken armchair philosophers, even though many blogs out there would have you think so. The real question is: can you make it work for your business if you aren’t a YouTube star?
The short answer is yes. The long answer? Bring consistency and a strategy.
Blogging does work, but realize that you’re committing to the long game when you do it.
“57% of companies with a blog have acquired a customer from their blog. 92% of companies who blog multiple times per day have acquired a customer from their blog.” – HubSpot
This is why LinkedIn decided to let every member begin blogging for free in its news feed. Blogs worth reading drive traffic, and LinkedIn now capitalizes on the fruits of its members’ labour in exchange for offering a personal publishing platform with a built-in audience.
It’s a good value exchange for most people, and it works.
Microsoft Buys LinkedIn
How much is that traffic worth? You can bet it was a nice portion of that $26 billion USD Microsoft paid to buy LinkedIn.
There is a natural synergy between the corporate cultures of both companies and their products unrelated to blogging, but the content-driven traffic keeps everyone coming back to the social network.
The longer users stay in LinkedIn’s orbit, the more trust the brand builds with them—and that is when people are most receptive to buying a product, whether it’s an advertisement from a third party or a premium subscription offered by LinkedIn directly.
Blogging drives results. Modern online marketing technology lets you measure the impact of each blog (and you should!), but you won’t see an immediate spike in sales after publishing your first two or three posts. Remember that you need to commit to it at a pace that works for your business.
Is Blogging Worth it for Smaller Companies?
Increasing your sales should be the ultimate goal, but marketing doesn’t always work so directly.
It’s about building trust with your prospects so that they reach out to buy from you. Some people are ready to buy right now, while others may take months to come around.
However, the timeline isn’t the point. Your goal should be to groom prospects into paying customers at their own pace.
That’s how online marketing works.
This does not mean shoving offers in your prospects’ faces. Do these things instead:
- Share your (relevant) thoughts and experiences with the world
- Build credibility
- Inform your prospects
- Become the industry or community authority from whom you’d want to buy
Prospects will become your customers when they are good and ready, and not one moment before. In fact, it may even take them a while to feel comfortable with you. That’s good—it’s a natural, long-term process of building trust that earns you legitimate brand loyalty.
Brand loyalty brings your customers back on a regular basis. That’s what makes blogging for business worth your time.