Give, and you shall receive.
The adage applies as much to businesses as it does in life.
If you “give” to your customers when you blog, you’ll drive leads — and so much more.
If you’re still doing business the old way, hoping to get customers to your “store” — whether it’s a physical or online one — by writing for search engines, think again.
Today’s customers expect a lot, and they want blog content that’s relevant, targeted and solution-oriented.
The plain-and-simple reason to blog for customers
The reasons for blogging for customers are undeniable and highly coveted.
Here’s why you should avoid blogging for search engines — using repetitive keywords, for example — and why giving customers valuable information works.
It drives traffic.
Your web pages are stagnant. Meaning, you write them once and they “live” in this form for weeks, even years.
Publishing blogs means your website gets updated regularly. And that’s a good thing.
Each time you write a blog post, your website gets another indexed page. So it’s another opportunity to increase your search engine rankings.
Through this organic search method, you’ll drive more traffic to your website.
Every time you create a new blog post, people will share it on social media, exposing more people to your business.
With more traffic to your website, you have more chances of converting traffic to leads.
That’s gold in internet marketing.
Add a call-to-action to every blog post, and you’ll drive that traffic to a landing page or website page that will convert the user into a lead.
When a user downloads an ebook or signs up for a webinar, they’ll give you their email address, name, and/or phone number in exchange for the asset.
Now, you have information you can use to either nurture that lead through an email series or call list and convert them into a sale.
It builds authority.
If you use your blog strategically, you can build your authority and grow credibility — establishing your business as the industry leader.
What makes a blog great?
- It should answer common questions customers have about their needs.
- It educates customers about your solutions.
- It helps prospects see that you are the solution to their problems.
That’s why blogging for customers — not search engines — gets results.
It gets results over the long term.
When you take an hour or so to write a blog, that blog will “live” on your site indefinitely. But it’s not stagnant like a website page.
It’ll get more and more views over time, which increases the chances of converting traffic into leads.
Hubspot, a internet marketing company, gets almost three-quarters of its traffic from blogs that were published more than a month ago.
90% of their leads come from blogs published months — and in some cases, years — ago.
Blogging is like compounded interest.
Traffic and leads just continue to grow from interesting, relevant, targeted content you publish on your blog.
The recipe for blogging for customer success is simple:
Don’t publish for search engines. You’ll just be wasting your time.
Do publish for your customers.
Create high-quality content that customers will love and you’ll build a traffic-generating, lead-converting website that’s worth your time.