How the Smartest Entrepreneurs Use Blogging to Grow Their Business

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Blogging is one of the oldest forms of communication on the internet, yet it is totally misunderstood, misused, and underutilized by businesses. Therefore, it represents a huge opportunity for those who use it correctly.

To understand what a blog really is, try looking at what a website is and what the internet really is from a different perspective. The Internet is a tool that allows the exchange of information, and at the heart of this information, the exchange is the conversation.

A website, by extension, is a place where the conversation focuses exclusively on you and your potential customer. It’s your avatar in an online, interconnected world. Most of the pages on your website will be focused on one thing above all else: sales. Your homepage, about page, product or service pages, and contact pages are all like your polished sales presentation with a predefined cadence, flow, and process.

In other words, these pages have only one purpose: to have a business conversation. But, think about how you are in real life. Is every conversation you have a sales conversation? Are your customers and potential customers still in “buy now” mode ready to have a sales conversation? Of course, you don’t just have sales conversations in real life. It’s not all sales all the time. And if it’s just sales all the time, there’s no reason for customers to talk to you unless someone is ready to buy right now.

Don’t just focus on sales

That’s the problem with most websites: the only reason to visit is when to buy. Leaving you with fewer opportunities to actually win a customer. Blog posts should be viewed as conversations.

A blog allows you to have different types of conversations so customers have a reason to refer to your business as a valuable resource. Or at the very least, it increases their familiarity with you and your brand.

Sometimes that conversation might be to answer a specific question about your product or industry. On your homepage, for example, this is simply not an appropriate place to drill down and detail the answer to a specific question. You want broad and powerful overviews. But, in a blog post, you can teach someone a specific thing and answer a specific question in detail to help someone.

Other times, that conversation might be sharing a philosophy or insight into why your company does something a certain way. This can be content that is just about anything remotely related to your industry that has nothing directly to do with what you’re selling, but still provides value and information to customers.

Save time by answering common questions

By giving people reasons to visit your website beyond a pure sales conversation, you give them the opportunity to better qualify as customers, save time explaining common problems and situations that your product or service solves or simply to create sympathy and trust in being a person talking to another person.

For example, at my company, I noticed that we constantly get certain questions, such as “how long content should be”, or “how to write content”, or what they should talk about on their product pages. We used to have hour-long conversations with people to cover these topics, which frustrated our customers throughout the process and took a long time to have the same conversation over and over again.

So instead, we took that same conversation and turned it into a blog post. Now we have something that we can refer existing customers to and we can attract new customers who also have the same questions. By giving people a reason to come back to the website again and again, we have increased our traffic and the average time spent reading our content – two of the most important and hardest to achieve criteria behind natural engine rankings. of research.

Be creative with content

Now I’ve discovered that there are a few easy ways to create meaningful blog content. First, write guides that answer in detail the questions and concerns that your customers ask most frequently. Don’t limit yourself to “pre-sales” questions.

You can also teach people a new perspective or a new way of thinking. Demonstrating expertise often involves introducing new and innovative ideas or thoughts. Showing expertise in this way is a tremendous credibility builder and much more powerful than simply saying you’re “an expert.”

Take posts from your social media and consolidate them into new posts, especially if they’re popular. Talk about other related products, services, or concepts that you don’t sell, but that work well with what you’re selling.

What works on the internet is exactly the same thing that works in person: having conversations with people. Blogs allow you to have richer, deeper and more meaningful conversations.

The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.

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