Can Blogging Really Increase My Company’s Revenue?
Do you have revenue goals that aren’t being met and are suspicious that your marketing efforts are not pulling their weight?
Perhaps you’ve heard that blogging is a good tool to grow your business, but you’re still not sure exactly how it works.
The most important things that must happen to increase revenue from online sources are to be found online (a good first step), generate leads and convert those leads to sales. Blogs can help you accomplish all three, and if you master each step, your blog will be a consistent source of revenue for years to come.
How does a blog help people find my business online?
One way of looking at your business’s blog is that you’re adding to your sales force every time you press the publish button.
A blog post can pre-qualify prospects, educate them and get them curious to learn more about what you have to offer. This process of pre-qualifying, educating and generating interest has traditionally been achieved by salespeople, but a blog can attract people who already have an interest in what you offer, rather than having to start a cold-calling or other prospecting campaign.
Even better, this isn’t a salesperson you have to pay each month. Your blog post will stay up on the Internet as long as you want, without any additional investment of funds needed.
Just like your sales team, you can expect to have 80% of your results come from 20% of your efforts. Your initial blogging attempts may not be homeruns for increasing web traffic (just like your first sales hire may not have worked out), but you will build momentum and your numbers will rise if you stick with it long enough.
What if I want to generate leads online, not just traffic?
Include a call to action at the end of each blog post and it will become an instant lead generator.
A call to action is usually an offer to download a whitepaper, an invitation to a webinar or even a demo of your product. Ask your readers to exchange their email address for this content and you now have a lead you can follow-up with via email.
According to the 2013 State of Inbound Marketing Report, companies see 54% more leads generated from blogging and inbound marketing than traditional outbound marketing (or advertising).
How can a blog convert leads into customers?
Though someone may provide their email address to opt-in to your call to action, it doesn’t mean they’re ready to buy. Leads need to be nurtured to become sales-ready.
A lead-nurturing sequence can be as simple as sending strategically timed emails to your leads, based on their interests. You can link to your previously published blog posts in these emails to drive leads back to your website to learn more about your products and services.
Your sales team should follow up with these leads when they continue to open your emails and visit your website to learn more from you.
Need expert guidance on creating a business blog that generates leads?
Let us show you how you can start generating leads using your blog with a no-obligation assessment of your website and current marketing.