There are many excuses.
“Blogging is dead.”
“Blogging? What Blogging? I don’t have time.”
“Isn’t it about writing? I’m not a writer. I can’t blog.”
“Blogging doesn’t bring in business. I need to spend my time elsewhere.”
The list goes on. In fact, I probably should write another post and tally the number of excuses that my company receives from businesses when it comes to blogging.
So if you have an excuse or two stopping you from implementing this effective inbound marketing strategy, not only you need to read on, you should also send in your excuse to firstname.lastname@example.org and help us build our “excuses list”.
Jokes aside, it’s myth-busting time. Let us who breath growth strategies for a living explain to you why you should definitely add blogging to your marketing arsenal.
“Blogging is dead.”
Seriously, who told you so? There are 329 million of people (yes, I said MILLION) reading blogs every month, according to NewsCred's 2016 data. Unless these 329 million people are zombies, otherwise blogging is very much alive. So much so that even you, a living being, is reading a blog post right this moment.
So it’s time to accept the fact that blogging is live and understand that its livelihood is largely tied to Google Search Engine.
On average Google processes 40,000 search queries a second and 1.2 trillion searches per year. These numbers have been growing since 1999 as seen in the data by Internet Live Stats below.
It’s obvious that we humans have a lot of questions that are waiting to be answered. This is where business blogging comes in. There is a natural fit between knowledge thirst customers (existing and prospective) and knowledge-rich businesses. And the vehicle to bring these two parties together is blogging.
But how do you do it?
You, the business owner, first need to do your research and build a clear understanding of what your customers’ needs and wants are. Then you invest in time and talents to create useful and high-quality content for your business blog using the information you have gathered from your customers.
If your offering of knowledge is authentic and targeted enough and if your commitment to blogging as an inbound marketing strategy is genuine, then you are moving in the right direction, building yourself a strong foundation for long-term growth.
“Blogging? What Blogging? I don’t have time.”
Who has time really? It is more about prioritising your precious time for something you see value in.
So what’s the value of business blogging? What about “small businesses who blog actually enjoy 126% more leads than those who don’t blog (Source: Hotspot: )?”
So if lead generation is important to your business, perhaps it’s time to make time for business blogging. Whether you want to do it in-house or if you prefer to outsource (we put our hands up here. Pick us! Pick us!), your business would definitely benefit from getting more online exposure through a good blogging strategy.
Of course, they are other marketing strategies businesses can consider. If you have the budget for TV and print advertising, by all means, consider those push marketing strategies.
In fact, if you have enough budget to do a TV commercial, surely you have enough budget to do inbound marketing like blogging. Why not have the two side by side complementing one another? Remember, push marketing works wonder for short-term exposure whereas pull marketing such as blogging is your slow-release formula for success.
“Isn’t it about writing? I’m not a writer. I can’t Blog.”
Oh, come on! Are you a professional driving instructor or a race car driver? I suspect for most of us the answer is a NO, but I bet you are behind the wheel most of the day - driving.
So just like driving, blogging is a skill that can be learned. You certainly do not need to be a writer to start a blog for your business.
Furthermore, blogging has evolved significantly since its early days. Nowadays, blogging offers more than just written words. A blog can host videos (both professional and informal styles), podcasts, interview transcripts, service/product reviews and more.
Blogging now has a strong focus on quality and engaging content rather than just pages and pages of words. It’s about finding your preferred medium to engage your audience on your business blog.
“Blogging doesn’t bring in business.”
Anyone who tells you that blogging will make you rich quickly is a liar. Like any marketing and promotional strategies, not only blogging doesn’t guarantee success, it also needs to go through trials and errors before it becomes effective. So what are we doing here? Does blogging bring in business?
The short answer is YES. Businesses who blog 11 times more a month generate up to 4 times more leads compared to those businesses who blog very little or don't blog at all (Source: HubSpot).
"11 times or more a month?" I hear your scream. Don't panic! If you are in the game long enough, you will know that it is always quality over quantity. What this means is as a business, you should not worry about the "number's game". Instead, you should focus on committing to a realistic blogging frequency that your business can manage, whether it is once a week or once a month, and stay consistent.
Hopefully, by now I have convinced you that blogging is a long-term marketing and growth strategy, which means your commitment to stay consistent with your blogging effort is more critical than pumping out low-quality content in numbers.
Another way to think about the value that a blog adds to your business growth is to think about "touch points". Just as it takes 7 to 13 or more "touches" to deliver a sales lead in a physical world, Demand Gen Report's 2016 data showed 47% of buyers viewed up to 5 pieces of online content before engaging with a sales rep. This once again illustrates the importance of producing useful online content in a consistent manner in order to attract and engage customers effectively.
Take Home Message
Statistics don’t lie. Blogging is very much alive and is considered one of the most effective marketing strategies to generate leads and build your brand.
But it is not a quick fix. If you are looking for a quick lead generation, blogging isn’t the right marketing tactic for you. But if you are looking for an affordable and sustainable growth strategy for your business, then let's cut through the excuses and get you started with business blogging today.
Want to learn more about how to blog successfully for your business? Join our next FREE Business Blog Challenge. Grab your spot here.
About The Author
To connect with Suzi Chen, visit her bio here.