There's no doubt among marketers that blogging has become an integral part of digital marketing. No less than 79% of businesses report positive return on investment from their blog, while 82% of businesses that blog daily have acquired at least one customer as a direct result of their efforts (source: Hubspot).
In other words, blogging is both a successful and a cost-effective method to attract your audience to your website. But even the most well-written can fail - so here are 3 ways to ensure the benefit of blogging.
1) Optimize It
Blog posts should always be optimized toward a specific keyword or phrase that's relevant to your business. That doesn't mean you should cram a keyword like "lawn care" into your post about landscaping as much as possible, but you should probably mention it at least a couple of times in the headline and body of the post. Adding it to the ALT text in your images as well as the meta description also helps getting your business found by consumers searching for the keyword on Google or Bing.
2) Promote It
Of course, you don't want to rely solely on online searches for your blog's exposure. So be sure to promote your post well, both on your homepage and on your social media presence. If the post is good enough, your followers will begin to share it amongst each other. These shares, in turn, create two benefits: first, they further enhance the exposure of your blog post and company.
But search engines also take into account how many links your post generates, using those links back to your blog as a critical indicator of its relevancy. A well-promoted blog post thus not only gets more views, it also increases your search engine optimization.
3) Offer Next Steps
Of course, none of that matters if reading the blog post is the last thing your audience does on your site. Your ultimate goal is for the post to increase business, so always be sure to include a convincing and relevant call to action at the end. That call to action may be anything from a link to contact you for further info to a button that leads to a sign-up page for a free trial. By offering next steps, you ensure that readers of your posts stay connected with you and eventually turn into customers.
When used right, blogs can be an incredibly valuable digital marketing tool plus they help position you as a leader in your industry. By optimizing, promoting and adding a call to action to your blog posts, you ensure that your efforts actually benefit your business. Contact us today to learn more about our blogging services and its potential return on investment for your company!