How’s your blog doing? What? Don’t have one? Or are you too busy to post?
If you are, you may be missing the boat. Blogging does make a difference. It can be one of the most effective – and cost-effective – ways to generate new leads. In fact, small businesses that blog get an average of 126% more lead growth than non-blogging companies.
However, just posting an article once in a while probably won’t get you the results you need. Like everything else, applying strategic best practices is the ticket to achieving satisfactory results.
Want more leads? Blog more often.
Blogging is a frequency – driven medium. There is a direct correlation between the number of posts per week or month, and the likelihood of gaining a customer through the blog.
One reason for this is that blogging adds pages to your site and makes it easier for Google and other search engines to find you. This helps your site rise in search engine importance, which makes it easier for your prospects to find you.
If you have good content and promote your blog articles well, you’re likely to find your efforts snowballing as people leave comments and share your content. Google loves shares and comments – they’re solid evidence that your content has relevance to real people.
Again, the more pages you have – especially if you offer solid, relevant content – the easier it will be for your prospects to find your site. The chart below (courtesy of Hubspot) illustrates the typical jump in monthly leads once a site exceeds 300 or so pages.
So, how often should you post to your blog?
The recommended best practice for an established blog is to post two or more times a week. For an emerging blog, daily is best (if not multiple times a day.)
Of course you will need to stay within your available budget and time frame, but I would highly recommend posting a bare minimum of once per week if you want the blog to be a significant part of your marketing plan. More is better, so if you can swing more frequent posting, do so.
Allow time to cultivate results from your blog
If your blog is new, or you are resurrecting a neglected blog, it may take few months or more before you start seeing the results you’d like. Don’t despair – just take a look at the nice J curve on the chart above to help keep spirits up during this time. Don’t forget to actively promote your blog through social media and other channels. I’ll give you some promotion hints in future posts.
If you’re not posting frequently enough simply because you’re too busy, there’s an easy fix for that – hire a blogger. (In other words, give me a call!) 😉 But if you are doing it in house for budget issues or just simply prefer to, you’ll want to do it as efficiently as possible. Stay tuned for ways to stretch your content and get more posts for less time!