Business blogs are online marketing channels used to support business growth. It’s the first, and easiest, step in successfully converting a potential customer into a lead. Businesses start by creating blog posts about a subject matter which is related to their industry. These blogs drive traffic to their website where readers will then be presented with an opportunity to covert in some way. Unfortunately, many business owners have allowed common myths about blogging to turn them off from trying the process for themselves. We’re here to help debunk some of these myths and encourage you to take advantage of all blogging has to offer your business.
Myth #1- Blogging is just a fad.
Blogging has been around for decades and won’t be phasing out any time soon. As long as we have the internet, which doesn’t appear to be going anywhere, people will continue to look online for the information that they need. As a business, you have the ability to provide them with the information they need via a blog post. Internet users can find your blog content through search engines, links from other sites, social media sharing, or by subscribing to receive updates by email or RSS. Blogging has the potential to have a significant impact on your business’s bottom line because its one of the best ways of getting traffic to your website. According to a HubSpot study, B2B companies that blog only 1-2X per month generate 70% more leads than those who don’t blog. The great thing is that blogs can be used in any industry and for any type of business as a powerful means to communicate with customers and prospects and communicating with customers and prospects will never go out of style.
Myth #2- My customers don’t read blogs.
As mentioned in our first myth, the average consumer is going to turn to the internet when they need to find information about a product or service. They may go directly to your website, but most likely they’ll end up using a search engine to find what they’re looking for. Your customers may not subscribe to a blog or even read one daily, but if they read anything that turns up in a search engine’s results, they are most likely reading a blog. Blogs tend to rank very high in search engine results so they are a wonderful opportunity to capture the attention of your potential customers. Your potential customers are searching for solutions online and are reading the blogs of those businesses offering them. If you’re not blogging, you’re missing out on an entire audience of people that could be customers of your business.
Myth #3- Blogging takes up too much time.
Maintaining a blog can seem like a daunting task. In truth, it can take up a bit of time until you get the hang of things. Luckily, there are a wide range of effective blogging tools that can speed up the process and make our lives easier. Starting a blog through a service such as TypePad or installing a blogging platform like WordPress are great ways to simplify the blogging process. Another option would be to hire a web design or social media marketing firm to develop and promote your blog for you. Regardless of your approach, the fact of the matter is that blogging is the most effective use of your marketing time and budget because it produces the greatest return on investment.
Myth #4-You have to post everyday.
Hopefully after our explanation of myth #3, you’re no longer under the assumption that blogging takes up too much time. But if you’re still on the fence, its probably because you’ve heard that nasty little rumor that says you have to post a blog every day in order to have blogging be successful for your business. The truth is, there is no set posting frequency that you need to maintain in order to have a successful blog. In fact, posting every day probably isn’t ideal. Not only will it take up a lot of your time, but your readers won’t be able to keep up to date with your posts. Now there’s nothing wrong with posting ever day if you can maintain the schedule and produce quality blogs that aren’t too long for your readers. If this isn’t possible for you, posting a few times per week will still get your business great results. The key to posting blogs is not about quantity, but rather consistency. Establish a posting schedule and stick to it so your readers know what to expect. Consistently post high quality blogs that focus on the right topics and you’ll be sure to have traffic and leads pour in. If you remember anything from this myth, it should be this: Companies that blog 15 or more times per month get 5X more traffic than companies that don’t blog. That breaks down to just a few posts per week, which is pretty easy to maintain.
Myth #5- Content is king.
Yes, we know. This myth totally goes against the grain of what inbound marketing is all about. Hear us out though. You can create the most amazing and informative content your industry has ever seen, but it won’t matter at all if nobody reads it. The point is, your content needs to be found by readers in order for it to have any impact at all. Although the argument that great content will always get found via search is true, what many people don’t realize is that being “found” can take weeks, months or even years. Now you may be saying to yourself, “I want to improve website traffic and leads now. Why waste time blogging if I won’t see results right away?” Have no fear! There are ways to greatly improve the chances that your content will be found. You can start by getting off your blog. Yes, that’s right. Stop writing for a minute and take some time develop your audience and build relationships with them. Interact with your potential readers in their space. This could be on Twitter, Facebook, Google+, Pinterest or industry blogs, just to name a few. Doing this will allow you to learn about your customers and figure out what kind of content they’re looking for. When you are writing to an audience that is invested in your business and interested in what you have to say, your content will be read and shared because it has more meaning to people. Not to mention that being active on social media gives you the opportunity to share blog content with your readers in another location besides your website, thus allowing it to be shared more freely and giving you more search engine results.
So there you have it. Five myths about blogging shattered right before your very eyes. Don’t let myths and rumors deter you from the most effective marketing tool available for your business. Give blogging a try for yourself and see what it can do for your business’s bottom line. If you don’t, your competition will, and you’ll be left in their blogging dust.