(Hat tip to our awesome manager, Lindsay Zweber, for this blog idea!)
Blogging Your Business
Blogging. For many people, it is viewed as something teenagers do during high school, a phase that many go through and then grow out of. But did you know that many companies have successful blogs that drive traffic and conversions to their website?
Obviously you are reading this on a company blog. Evolve Blog is the dedicated blog for Evolve Systems, the web integration, development, design and marketing company based out of Roseville, Minnesota. We do custom CMS and shopping cart integrations for your website as well as credit card processing for businesses. Additionally, we help companies with existing websites develop strong Search Engine Optimization and Search Engine Marketing strategies, or build websites up from scratch focused on good SEO and SEM practices.
Evolve Systems has worked with numerous companies on setting up professional blogs on their website or on a third party blogging system such as WordPress. Additionally, we have made ourselves available for brainstorming sessions on coming up with creative, marketable content to fuel those blogs, as well as ideas for strong link building and anchor text strategies.
If You Aren’t Blogging, You Are In the Minority
Hubspot’s annual State of Inbound Marketing study was released recently and highlighted some growing trends when it comes to businesses, blogging and why the two may just go hand in hand. Impressively, Hubspot found that over the past two years, the percentage of respondents with a company blog has grown from 48 percent to 65 percent.
For those keeping score, that means if you’re not incorporating a blog into your marketing efforts, you can now consider yourself in the minority.
Go ahead; wrap your head around that.
Perhaps one reason for the increased adoption of blogs as a business tool is how cheaply they allow businesses to convert new customers. Fifty-five percent of companies who blog indicated this channel came at “below average cost,” citing more traditional advertising like trade shows, PPC, direct mail and telemarketing as all being more expensive. Even more important, 57 percent of those using company blogs say they’ve acquired a customer through a blog-generated lead, an increase of 11 percent since 2010. Yes, more than half of those blogging are seeing new leads from their efforts. If that’s not a reason to dedicate more time to blogging, I’m not sure what is.
Blogging for your company can be ridiculously simple, but you must make some time for it, or empower your employees to blog for your company. That includes allowing them to develop a unique voice for your company blog, one separate from the cold traditional PR voice, and you must allow them to have some fun (see our Post-Lunch Links Coma series on Fridays for examples).
Easy Blogging Experiment
Try this as an experiment. Nominate one person to blog once a week, 500 words or less with one picture, for an entire month. Be sure to include at least 3 links in the blog post back to pages on your website. Be sure to announce each blog twice during the week (if you blog on a Friday, announce on a Friday and then the following Tuesday, for example) on your company website, social media accounts, or via email or newsletter. At the end of the month, check the analytics on your website (and your blog), and especially see how traffic changed on those pages you linked to from your blog. We guarantee traffic will have increased. Now, once this experiment is over, commit to blogging more regularly. Evolve Systems blogs three times a week, and sometimes four times, and we’ve seen brand new pages become the second most viewed page on our website in less than a month.
Remember, your company needs to be blogging. It will help drive traffic, conversions, sales, and costs next to nothing except time. If you don’t have the time to blog, consider hiring Evolve Systems to help you create compelling content.