The importance of blogging in this new age cannot be overemphasized. Global surveys indicate that most B2B businesses that use blogs for their online marketing realize 70% more leads than those who do not. Over 50% of businesses globally that use blogs attest to the efficacy of using blogs to land new customers. In this article, I will discuss important things you must know about blogs and how you can use them for your business growth.

Why Blogging Is A Big Deal

There are two core benefits that blogging brings about for your business. One, a blog boosts your online visibility and two; it creates a platform where you can engage with current and prospective customers. Another huge benefit is that blogging is so much cheaper than using traditional methods such as print and electronic media. A vast majority of consumers online trust information that they find on blogs. Did you know that roughly 70% of internet users read blogs? Did you also know that almost 25% of all internet usage is on blogs and social media? All this shows you that using a blog for your business can create immense value. By blogging you are looking to establish yourself as an influential voice in your industry or on the market.

What Your Blog Should Focus On

A blog must touch on areas like solutions to common problems, how-to content or simply detailing important knowledge areas (be it topics or current affairs). In blogging, you do not just want to tell people to get your goods or services. You want them to comprehensively grasp why your goods or services are must-haves. You are essentially making them see the value your goods or services can provide. You can also touch on other, directly or indirectly related, topics regarding your business industry, your goods or services. You must create content that shows you know what you are doing and can be trusted. You can study to see what type of content is prevalently covered by other players. Alternatively, you can ask your audience to let you know the type of content that they need to see.

Important Things To Consider

Carefully Choose The Type Of Content To Cover

Take away the focus from you and put it on your target audience. It is usually tempting to choose to cover areas that come off interesting to you. However, they might not interest or benefit your target audience. Thus you must take time to find out the type of content that your audience would like to see. Remember that blogging is about posting valuable, informative and relevant content.

Be Scheduled, Regular And Consistent

It is usually recommended to post several times a day – this is not a rule of thumb of though. Contexts differ but the point is you must regularly and consistently post on your blog. Schedule your posts in such a way that people know the times you normally blog. Do not just post on the blog alone. Notify people and post links to your blog posts on social media sites so that they are directed to your blog. You must have the option for people to sign up for the reception of email notifications whenever a new blog post is up. You also get the bonus of having an email list through that process that you can use for future correspondence.

Be Empirical

Two of some of the tools to use here are Google Analytics and Search Engine Optimization (SEO). There is a wealth of valuable information that you can get from using Google Analytics. Some of the information you can get pertains to traffic to your blog site (i.e. where it is coming from, for instance). The insights you get from analytics play a major role in informing your ultimate plans and strategies in running your blog. SEO is important because it helps your blog site to be ranked high by search engines. SEO entails things like using keywords, back-linking, and so on. You can find out the buzz words or keywords or phrases that are popular in your industry and you include them in your content.

Two-Way Conversation

If there is no two-way conversation then you are missing the point. This is the crux of blogging – you want to engage with your target audience. When they comment you must respond at all times and promptly. What most people do not realize is that once people start engaging with you they are taking you seriously. Do not view comments as burdens; take time to respond to them and draw valuable insights from them. This also means that your blog must allow people to comment, like, share and so on.

Network Your Blog

Here is what I mean; you must make it possible for your blog to be connected to other channels or platforms. Make sure it has links to social media sites or other websites. Make sure it has share options so that people can share your posts. In your content include links to other blogs or other platforms – deliberately choose ones that are influential. All this is meant to drive more and more traffic to your blog.

Calls To Action (CTAs)

After all is said and done, you must make it clear what you expect people to do. All you are doing is directed at one ultimate thing – conversions. By conversions, I am referring to actual sales. So your calls to action must be clear. Once someone is done going through your blog posts there should be clear steps on what they must do. It can be pre-ordering, it can be actual purchases, it can be taking a survey, and so on – the list is endless.

There you go folks, some of the vital information you need to know about blogging for business growth. In Zimbabwe, most businesses have not yet caught on to this approach of blogging. I urge you to seriously consider it because it is tried and tested.