Blogging for Success: It Works, eh!
Sure, I know…this is a blog post about how blogging works to make your firm more successful and while that may appear to be self-serving, it’s reallly not. Instead, it’s about the vast number of prospective clients we meet with who when asked “do you have a blog on your site” look back at us and ask “why…is that important?”
Short answer – yes, yes it is and there’s a ton of proof out there that one can point at too…
So….blogging is tough, yes we know. First no matter what channel your SMB is in, you need to be an expert at same. You need to have invested those 10,000 hours (from Malcolm Gladwell no less) in learning your craft and rising up thru the various levels of expertise to become that channel expert – note, something that I too subscribe to.
Once you are that expert tho, it requires that you show others you are just that. How? Well, you could use ‘old’ media to do that. You can visit your local paper and get a column about your channel and write same for free to get both local distribution and readership to earn your local reputation. You could do same in radio or tv or write a book on same. It’s the establishment of your channel expert credentials that proves you know your stuff – that will attract readers/listeners/viewers who when faced with an issue “inside” your channel will then think of you – and make that call. We call them leads in the business world…and yes, that’s the ‘old’ way of doing same.
But, along came the internet and those ‘old’ medias have been added to with a simple “www” to find your own distribution and that means that you can now be that channel expert on your own website by simply adding a blog to same. You write posts, pieces, articles, whitepapers, tactical plans or strategies for others to read and digest…and that helps them gain some modicum of success in their own channel…
And that of course will mean that many will contact you via your website Call-to-Action buttons to talk to you directly. Blogs help that to occur and it’s not news, and yes I’ve blogged about same before…but I’m still so amazed that many many leads that come to us just don’t know that already. Or perhaps they have heard tha having a blog can be successful but they have one of those standard “excuses” that you hear all the time about this kind of outbound marketing…
Blogging takes too much time? Not really, but if you’re firm is so lean that you have no one who can generate blog content on a regular basis, then outsource content creation and vet the pieces that you pay for and ensure that the expertise is both there in the content and published regularily.
My customers don’t read blogs. Really, are you sure? Where then do they spend their time online looking for help when they search for issues within their own channel? Latest numbers show that over 79% of searchers are looking for products or services or reviews of same….wouldn’t it help then to be “in” that large and growing percentage of potential leads?
Just having a blog won’t bring website traffic, right? Wrong! If there is one thing that shows that new incremental website traffic is a real live rationale it’s that it does just that! There are tons of web result links to millions of pages that show just that – and yes, I blogged about that myownself here and here and here too…going back more than 3 years!
Can I see an infographic to verify that blogs do work? Yup, sure can…there’s thousands of same out there, but here’s one that I especially liked from the nice folks over at www.writtent.com that spells out some pretty impressive numbers that again, show that adding a blog is a great way to build a new set of leads….
There are tons of hits in fact to look over and peruse if you search for anything to do with blogs and website traffic and success….it’s a marketing tactic that has proven itself to be true and reliable….and hence surely something to be added to your next BOD meeting under the heading of “New Business” if you don’t already blog, eh!Google