Author: Elizabeth Scavnicky Yaekle
Over the last few weeks, I have addressed common concerns and reasons why many small business owners choose not to blog including:
This week, we’ll conclude this series by addressing the myth, “I never read blogs so I don’t think it’s necessary to offer/maintain one.”
While you may never read blogs, many people do and guess what? Those people represent the prospects at the top of the sales funnel. This means that your typical, traditional marketing campaign may include elements such as direct mail, display advertising, billboard advertising, etc.—which all carry hard costs. A much more effective and affordable way to connect with this group of prospects is to engage them with compelling content: a blog.
Just the Facts
1.Companies with an active blog report 97% more leads1.
This means that companies who blog on a regular basis are able to generate double the business compared to companies that do not. Consider your year-over-year growth targets—what are the initiatives that will enable your organization to attain those goals? What would doubling your leads and hence, significantly growing your revenue mean to you? Your employees, family, etc.?
2. Each month, 528 million blog pages are viewed and 400,000 daily comments are posted2.
Again, while you may not read any blogs, many people do. 23% of total Internet usage time is spent on blogs and social networks4 alone, so by not blogging for your small business, you are blocking prospects that are unable to find your business using simple searches. The sum of daily comments is an important stat because it reinforces that compelling content is sticky. Readers who are engaged and excited about content will comment on it, and, even better, share it!
3. According to a Versio2 report, “blogging and content marketing is the most effective form of SEO in light of recent search engine developments, ticking all of Google’s boxes.”
In the interest of word count –remember, blog posts should contain 450-500 words, I’ll forgo the secret-search-sauce synopsis of content optimization and Google algorithm updates. Bottom line is exactly what the quote says, “blogging…is the most effective form of SEO….”
4. On average, outbound leads cost 61% more than inbound leads3.
Every single company seeks to minimize operating costs and maximize revenue. This is particularly true for small businesses that often times struggle with cash flow. Many have limited marketing budgets that hinder their marketing initiatives. Because blogging generates inbound leads, it is ideal for small businesses with small –or non-existent, marketing budgets.
5.According to the Wall Street Journal, only 15% of the average local business’s fans are in the city where the business is located.
If your business serves customers across the country, read that fact again. Basically, your best customers—the ones who write amazing recommendations, refer people to your company, or give you a great rating on Angie’s list—do not reside in your area. So, what is your plan to reach these prospects? You had better said, “By blogging.”
If you want to connect with your existing and future customers, foster a community around your business, and represent your small business with a human voice, you must blog. If you want to generate traffic and drive sales, you must blog. Blog, blog, blog! …and if you absolutely have zero time to blog, reach out to the experts at High Level Marketing. We value entrepreneurship and strive to be small businesses’ lifeline.