How Is Blogging Supposed to Help My Business Make Money?
At this point in our lives, everyone has heard of blogging. You may have also heard how you need to be blogging in order to actually make money, but you may be confused as to how this actually works.
Whenever people find out I blog for a living and that yes, it actually makes money for my business, I’m usually bombarded by a series of questions. Questions like:
“So does that mean you’re on YouTube?”
“How does publishing a blog actually lead to money?”
“So, all I have to do is write something and it will help my business?”
And, as of late, “So you must be rolling in the dough, huh?” (The answer is more than I used to be).
You may have found yourself saying, “Well, that may work for some industries. But how is a blog supposed to help my business make money?”
In order to clear up any confusion, this article is going to lay out exactly how blogging is supposed to help your business. And yes, it does apply across multiple industries.
What’s a blog, anyway?
A blog refers to a website you own where you publish your content. This is separate from social media accounts like YouTube, though you can certainly publish YouTube videos on your own website.
The reason it’s important to have your own website is so you can have control over your content as well as build your email list. The reality is that, while very unlikely, social media channels like YouTube and Instagram can shut down tomorrow. Meaning, you’d be left with nothing.
And it doesn’t even need to be as drastic as a social media channel disappearing into the ether. It could be as simple as Facebook changing the search algorithm for business pages…again.
The point is you don’t own those sites and they want to make money. They make money by people and companies purchasing ads. That means they will make whatever changes necessary to make that happen, including reducing the visibility of your posts.
That’s why, although social media is important and makes a huge difference, you need to make sure you’re using it to direct people back to your own website. That’s where the blogging comes into play.
Benefits of Blogging
Aside from actually owning the website and its content, blogging has a lot of other benefits that make it well worth the effort.
The main benefit is that blogging helps establish you as an expert. By consistently writing helpful and high-quality content on your site, you are able to establish yourself as as an expert in your niche. This alone can help increase the exposure for your business including:
- You become easier to find on Google. Most people search for answers to their problems on Google. If you have content discussing these problems, they can find you. This is a lot easier than going out of your way to find them.
- You can get media attention. Writers and journalists are constantly searching for sources for their pieces. By having a blog, they can see that you actually know what you’re talking about and they’ll reach out. (P.S. This is also why you should have a Press page and a phone number on your site.)
- It’s the first step in capturing leads. If you’ve done your marketing homework, then a blog serves as the first step in your sales funnel (more on how to do this in the next section).
- Opportunity to create multiple streams of income. From offering a service to making commissions for recommending products, having your own blog gives you the ability to add multiple streams of income to your business.
- It shows people you actually exist. If you’re recommended to someone via a referral, the first thing they are going to do is look you up online.
- You have complete control over your branding. Your website, your rules. This kind of creative freedom allows you to build a brand that’s authentic to you and your business. In an age when being authentic is the key to smart marketing, you need this kind of freedom to create a brand that makes money.
All of these benefits add to your bottom line in different ways. Whether it’s directly through product sales or indirectly because you can charge more money for a service after getting featured in a major media outlet.
I know this because I’ve done it. Blogging was able to help my business in ways that would have either been impossible or cost me a lot of money.
A Blog’s Purpose In A Sales Funnel
The main thing you need to understand about a blog is that it’s one of the first steps in your sales funnel, if not the first step.
Here’s how it works:
- Step 1: Someone finds a blog post you wrote on Google or on social media.
- Step 2: They visit your website.
- Step 3: If you’ve done your homework in terms of copy and placement, these people then opt-in to your email list.
- Step 4: You keep nurturing the lead via email marketing.
- Step 5: They purchase from you.
As you can see, this fits perfectly into a profitable sales funnel. Sure, they may find you on social media, but it’s unlikely that you can fully solve someone’s problem on a short social media post. With a blog, you’ve got more room and creative freedom to create the content that turns into lead generation.
Although it takes time and consistent effort, blogging can help take your brand and your business to another level. It helps establish you as an expert (which can lead to money in different ways) and it also plays a major role in creating a sales funnel for your business. Most of all, having your own blog which you own, gives you more control and creative freedom, which are two necessary components in this day and age.