Where the Internet is about availability of information, blogging is about making information creation available to anyone ~ George Siemens
Companies that blog are 13X more likely to enjoy positive marketing Return on Investment.
Let us look at this remarkable study:
According to ResearchNow Study, 84% of the people buy products based on the content of the blog. This research categorized people in different age groups for understanding the logic behind their buying decisions.
Did you notice one common thing?
People from all the age-groups didn’t like to influence their buying decisions by advertisements.
You can’t sell anything with the intention of selling only. In order to lead the market, you need to provide value. Through advertisement, you sell your product by injecting money. Through your blog, you can sell your product by injecting value.
Customers don’t buy anything by looking at the price tag only. They look at the worth of the product.
Nearly 64% of B2B technology buyers indicated that they read between 2 to 5 pieces of content before making a purchase.
In order to generate leads, you need to attract your visitors with a quality content. Your blog has the power to attract lots of clients for your business.
Wide Smile Funnel: Why Your Business needs a Blog
Before growing a crop, a farmer understands the local growing conditions and the nutrients required for the survival of the desired crop. After tilling the land and mixing the fertilizers with the nutritional content, they sow seeds. Once the crop matures, the farmer harvests them.
You might be thinking:
How does farming related to blogging for your business site?
Before growing your business, you need to understand the requirements of your target audience. After finalizing your product and planning a solid content strategy, you sow seeds of success. Once your business plan matures, you can gather the fruits of your hard work.
Wide Smile Funnel represents your gradual state of satisfaction.
You create a funnel in the following manner:
- With more content, you create a path for generating more Traffic. When you see more incoming traffic, there is a sigh of relief. You feel more confident.
- With more traffic, you open doors for more leads. You have a solid reason to smile more. You are pumped up with the feeling of converting your business dreams into reality.
- With more leads, you have the golden chance to interact with your customers. This makes you feel more excited. With a blog, you achieve the ultimate purpose of your business.
- With more customers, you have more opportunity to get the organic promotion. As more customers will like your products, they will refer the same product with their friends and relative. Now, you feel on the top of the world. You can’t even the measure the extent of happiness.
By writing a solid content, you create a long-lasting impact on the readers. You give them the solid reason to visit your site again and again. They don’t feel irritated by visiting your business site.
Do you know the reason why?
On your site, they don’t feel the unpleasant vibes of traditional and boring sales tactics. There is one major difference between a smart business site and traditional business site.
Traditional business owners are pushing the customers. They spent most of the time in targeting the pockets of the customers.
Smart business owners are pulling the customers. They spent most of the time in targeting the minds of the customers.
Now, let us discuss every phase of Wide Smile Funnel:
More Content Leads to More Traffic
Here are two mind-blowing statistics to prove my point:
Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 – 4 monthly posts
What does this mean?
By having a blog for your business site, you increase the chance of landing your visitors on your site by whopping 250%. This is not a small number to ignore.
Why your Business requires a blog?
You have an option of buying email addresses from the data companies for increasing the traffic to your site.
Ask yourself two important questions:
What is the effect of this temporary pleasure?
What is the purpose of my business?
Nobody likes the strange email notification in the inbox. There is a high probability of marking your emails as spam. By buying the email list, you don’t have any assurance of open and clickthrough on the emails.
You can try bringing more traffic by running paid search campaigns. There is no denial about the increase in traffic increase with this expensive strategy.
Before making your decision of spending money on advertisement, have a look at this study:
Blogging comes first by leaving behind other sources of generating more traffic (SEO, Social Media, Paid Search, Other Inbound Marketing, Email Marketing and Others)
As you can see in the chart above, Blogging accounts for more than 25% in increasing the traffic of the blog and advertisement comes at the fourth place with only 5.62%.
On the top of that, you stop generating traffic when you stop filling money in the campaign. On the contrary, you can generate links from your earlier blog posts without posting anything for the whole month.
Don’t you believe me?
Understand the impact of powerful and engaging content for your Business Growth:
As you can see, 76 % of the current monthly blog views from the posts published in the prior months. From these prior published posts, 92% of the leads comes in the current month.
If you didn’t update your blog for the whole month, you can still generate lots of leads from your previous month’s posts.
More Traffic Generates More Leads
As more traffic comes in, you widen your window of opportunity to engage people with your call to action tabs.
Suppose, a visitor lands on your site with no call-to-action tabs. He is blown away by your quality content. After reading the whole blog post, he is forced to exit from your site.
As an owner of the site, your visitor must never become blank after reading your post with this question: What to do next?
In this way, you might lose a valuable reader or customer.
The question arises: What is Call-to-Action?
A call-to-action is an image or simple text to urge your visitors to take an immediate action. It signals the readers to take some actions.
It can be anything:
- Download the Free E-book.
- Sign up for a webinar.
- Listen the Free Podcast.
- Get a limited period discount on the products.
You have the option of choosing the placement of your call-to-action according to your needs.
In your Free E-book, you can have a call to action link for asking people to join the event. In your website, you can place them at the top/end of the post or at the sidebar.
As I provide content writing services, I have this call to action tab at the end of my blog posts.
Accept one basic truth: You won’t be able to convert all the incoming traffic into your leads.
Don’t feel low. This is an impossible task. But, you can increase your conversion rate by keeping these two things in mind:
- Your Call-To-Action must have a clear message. As the humans have an attention span of 8 seconds only, you have a small scope for engaging the readers to take action.
- After clicking on your landing page, the readers must not feel cheated. It brings down their faith on you. You must value the time of the readers.
How does more traffic benefit you in the long run?
Suppose, out of 1000 people, you are able to get leads from hundred people. Your post doesn’t go through slow and painful death. By getting more digital footprints on your website, you will enter into the good books of search engines.
As a result, the same post will rank higher in the search engine rankings. With that post, you again open the gate for generating more leads. If a single post can create wonders, think about having a proper content strategy for your business website.
More Leads Give Space to More Customers
According to Hubspot Report, 61% of global Internet users research products online. (Interconnected World: Shopping and Personal Finance, 2012)
According to 2015 Content Preference Survey, 67% of B2B buyers rely more on content to research and make purchasing decisions than they did a year ago.
Blogs come at the third spot after beating all the social media giants. After reading a blog, customers develop a trust with the site. Consumers consider the blog to be the trusted source of information.
When you don’t have a well-established brand, your blog helps in creating an authority plan for your online success. With quality content, you build strong relationships with the consumers.
Gartner predicts that by 2020, customers will manage 85% of their relationships with an enterprise without interacting with a human.
How does this study connect with your blog?
In this digital age, everyone loves to get the information instantly. If your are able to clear the confusion of the customers with your blogs, they will feel more connected with you. After gaining the confidence, you can present your product with full authority.
Readers will return on your blog without any hesitation. If someone has an issue on the similar topic, they will tell them to visit your blog.
More Customers Means More Promotion
By creating an army of customers, you can promote the product with the word of mouth of your happy customers. This is one of the best ways to promote your product.
Have you heard about the Law of Reciprocity?
Brian Tracy explains this law: “If you do something nice for me I’ll do something nice for you. I feel obligated to reciprocate.”
He clears out the meaning by giving this example: If we go out to lunch and I pick up the bill, you almost always offer to pay for it next time. Next time we go out to lunch, you insist on paying for the bill.
My question to you: Are you delivering a satisfying product to your customers?
If yes, they will reciprocate with a positive response.
How will they respond?
Your customers become your social ambassadors. In return of wonderful experience from your end, they will promote your product on their personal social profiles.
You don’t need to spend money on boosting your products on these social profiles.
With more customers, you also have a great chance to improve your business.
Suppose, a customer is finding difficulty in filling the personal details on your site. In that way, you can detect various bugs on your site. This is an effective way of learning and rectifying your errors.
Your business blog sets a conversation with two important sets of people in the market:
- Authoritative Figures
The blog shows a transparent angle of your business. With every blog, you generate one more indexed page on the search engines. It gives you more visibility.
Neil Patel’s site, the founder of Quicksrpout, helps in the growth of the business by providing traffic generation services. With more than one hundred thousand indexed pages, Neil Patel has become a brand himself.
You can also become a brand by having your business blog.
In the end, I am going to leave you with another data for exposing the importance of blog on business’ growth:
Over to You
What business are you in?
Do you have a blog for your business site?
If yes, what is the impact of the blog on your site?
If no, why don’t you feel having a blog on your site?
Your thoughts and suggestions are always welcome with open arms.