Blogging is a powerful way to promote your business online. If you combine this with the use of social media, the opportunities are endless, when getting your business blog an online presence. There are still many small business owners that have yet to start a business blog. But they are definitely missing out! This blog explains, in detail, why business should blog.

What is blogging? How can you create an effective blog?

A blog (shortened word for “weblog”) is an online journal or informational online site. It displays information, with latest posts appearing first. It is a platform where a writer, or even a group of writers, publish informative, well-written articles. The posts are created with strategy and its purpose nowadays is customer engagement.

There are several reasons why small business owners don’t blog. This could be:

  • They don’t have the time.
  • They don’t know how to get started from a technical perspective.
  • It can be challenging to maintain a following on a business blog that focuses on one specific topic.
  • It can be difficult to come up with interesting business-related post ideas on a regular basis.

But starting a blog for your business shouldn’t have to be such an overwhelming experience. Once you get started, you will see the huge benefits of a business blog. Thus, making the effort worthwhile!

business blog

Here are six benefits for why businesses should blog.

1. Boosts Your Website Traffic

Most business blogs are separate from a business’ websites and are usually created as a different section from the website. Blogs give you a way to target new visitors and move the visitors to your products/services or online store. This is done through internal links that take the traffic (potential clients!) to your business website.

According to 2018 statistics;

“Companies who blog, receive 97% more links to their website – that not only generates traffic, but also helps to improve your SEO.”

A blog also gives people a reason to regularly visit your website. This is especially if you post frequently and deliver quality content that’s entertaining, useful, or both.

Wild Apricot is a “Membership Management Software that allows you to automate and simplify membership tasks for yourself, your members, volunteers and board.”

According to their site, they have been blogging since their launch in 2006!

business blog Image Credit: Wild Apricot

According to Hubspot, both B2C and B2B companies see business benefits, i.e. more traffic and leads, when they blog frequently, compared to companies that blog infrequently or not at all. Blogging helps SEO (Search Engine Optimization) as Google loves new content!

Obviously, more people on your website mean more potential for reservations/bookings/purchases and more submissions to your contact form.

More website traffic is good for any kind of business, as long as those visitors are likely to purchase your product or service. Make sure you create content that speaks to your target audience’s pain points.Also, make sure the headlines accurately describe the content to follow. Nothing is more annoying than a misleading title or “click-bait”!

If you take Wild Apricot for example, they produce a wide range of informative and interesting blog posts, with their target audience in mind (such as non-profit organisations or clubs that require a membership scheme).

business blog  Image Credit: Wild Apricot

2) Can Convert Traffic To Leads

Now that you have traffic coming to your website, through your blog, you have an opportunity to convert that traffic into leads.

Just like every blog post you write is another indexed page, each post is a new opportunity to generate new leads. The way to do this is by adding a lead-generating, call-to-action to every blog post.

Examples of calls-to-action that lead to things are more often than not free:

  • eBooks,
  • whitepapers,
  • fact sheets,
  • cheat sheets,
  • stock photos,
  • webinars,
  • trials

business blog Call to action button to start free trial.

UGS Accountants is a “specialist accountancy firm for contractors and small businesses”.

Here you can see, when you land on their page, they offer a free advice service in exchange for you giving them details such as name and email address, so that they can contact you.

business blog Image credit: UGS Accountants

Lead magnets, as they are called, are any content asset for which someone would be willing to exchange their information for (more often their email address).

4. Shows Your Business as an Industry Expert

The best business blogs answer questions their prospective clients/leads may have. If you’re creating content that’s helpful for your target client, it’ll help establish you as an expert in their eyes.

If potential clients find answers to their questions through your business blog posts, they’re much more likely to come into the sales process trusting what you have to say, because your blogs have helped them before.

Your blog posts highlight your expertise in any given subject area, by sharing high-quality and relevant information. Over time, you can become known as a resource to turn. This is because you provide consistent and useful information to help your readers learn about new tools/ resources, solve tough challenges and/or advance their own businesses.

The London Dental Studio is “dedicated to providing total patient care with some of the highest qualified and experienced dental surgeons in the UK, supported by in-house specialists in all fields of dentistry.”

As qualified and experienced in the field of dentistry, they are best placed at giving advice to visitors or clients who will be experiencing concerns about their teeth or oral health. Their blogs help give advice to patients and potential clients, as well as providing answers that they may have been looking for.

business blog  Image Credit: London Dental Studio


5. Gives Your Business Results Long After Posting

Even months after a blog post is published, it can continue to attract new leads and customers and help you increase sales.

While it’s still important to create new posts, older posts can remain relevant to your readers for a long time. These evergreen posts are posts that will always attract new and current visitors, as they will always remain relevant to the client who is looking for this particular information.

Grow in Cloud’s blog helps a variety of industries, for example, tutors and provides useful tips and advice.

business blog

Not only that, old blog posts that have gained authority/ranking over time and are bringing in a good amount of organic traffic, can be easily updated to serve current campaigns or trends. Sometimes all it takes are a few minor changes for the blog to keep its value and bring in more potential leads.


These are just a few of the benefits that can come with creating a business blog. Although it takes time and perseverance, once you get started, it will get easier and you’ll be on your way to reaping the benefits. Check out what your competitors are writing about if you are stuck for ideas. Also, do your research on what the latest trends are in your industry and write about them.

Effective blogging will help you to engage new potential clients and start attracting leads, which at the end of the day is your desired outcome!

Happy Blogging and Good Luck!


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