11 Mar 5 (Real) Reasons Why Businesses Blog
The other day I had a chance to talk to an employee of HubSpot.
It was a great conversation, but one thing blew my mind…he kept telling me that businesses don’t understand why they blog, they just do it.
And that scares me.
Because blogging takes a lot of time, and if you don’t understand why you’re doing it…you’re probably not going to see any benefits.
Okay, here’s the real reason – I’ve been there too, and I don’t want it to happen to you.
So here’s why the big dogs blog:
Show Your Expertise
It took me a while to understand this concept, I actually didn’t really understand until a few months ago…when I was reading Ogilvy on Advertising.
It’s an old book that shows what techniques have stood the test of time, and as Ogilvy says best “I don’t advertise to sell, I advertise to let them know that I understand what I’m doing. The results come after”.
This quote was very interesting to me, and after I heard it – I started to realize what other bloggers were doing…they were showing their expertise.
So how does this help? Well, when you show your expertise – potential clients are going to be more comfortable working with you.
Because honestly, who wants to pay somebody who doesn’t know what they’re doing?
There’s too many “posers” online, and this is a great way to separate yourself from that crowd.
The 2 things to remember with this are 1) Don’t hold anything back and 2) Love your reader.
If you can do this, the results will come.
Convert the Casual Visitor Into a Lifetime Reader
Another topic that came up in my conversation with the HubSpot employee was their continued mention of “profit leaks”.
I wish I could say this one surprised me, but I work with Online Entrepreneurs everyday…so it was really just an unwelcome confirmation.
What do I mean by this?
Well, what do you get from writing the blog?
Are you going to write the blog and just hope sales come in because of it?
I hope not, because that’s not going to happen. That’s actually why EVERY.SINGLE.EXPERT says the same thing….the money is in the list.
And that list is an email list, so there’s one thing you should always focus on – collecting an email address.
How do you do this?
Give them something in exchange. I always try to go way above and beyond, that way I know most of them will love me forever.
You’ll start to gain more assets as you keep going, but I just advise giving them something that they can use.
Search engine optimization, a term that I love….and hate.
I love SEO because once you start getting organic traffic, it’s as good as it sounds.
I hate SEO because it takes forever and when new entrepreneurs focus all their marketing efforts on this area, they’re probably going to fail.
Okay, I shouldn’t say probably – unless you have a year’s worth of money saved up…then you will fail.
So, should you disregard SEO all together?
Kind of, just focus on Content Marketing now…and the results will come later.
Speaking of content marketing, here’s the major area that you should focus on right now.
Content marketing isn’t a complex subject, it’s just giving information away for free and bringing people on to your site.
I like to look at it as the “fishing hook” in the “Social Media Sea”.
When you share a blog on any social media account, the main goal of that blog is to bring readers from the social media platform onto your website, leaving their email address with you before they leave.
And that’s why so many bloggers are focusing on “SEO Copywriting” today.
If you produce good blogs and your readers like them, the SEO algorithm will make sure you find your way to the top.
Helps You Grow
Alright, on to my personal favorite – it helps you (and your brand) grow.
I didn’t realize this when I first started, but writing is a great way to think deeper about a topic.
Part of it comes from the fact that once you write something, it anchors in your memory.
The other part, it helps you realize how much you understand something.
I’ve learned that if you can’t sit down and write a 1,000 word article on something (without any research), then well – you really don’t know a lot about that subject.
Just don’t take that the wrong way. I’ve had this happen to me many times, and that’s always led me to more research on the topic…then I’ll come back and produce a great blog.
Remember, to live is to learn – and that’s why I think blogging is good for any business and/or individual.
Blogging works, there’s no doubt about it – just know why you’re blogging.
There’s no need to focus on sleazy sales or worthless information – you’ll go nowhere if you do.
Just focus on giving away extremely useful information and a call-to-action on every blog…and that’s all you need to start.
Plus, if you’d like a template to help with this – here it is: