If you could make $280 from a $28 investment, would you give it a try?
I thought so.
Here’s what you do: Have a staff member (who loves to write) spend two hours writing a blog post on why busy parents should host their birthday party at a family entertainment center instead of their home. You track the path to purchase online for customers who read the post, took further action to look at your party packages page, then booked a party online.
Here’s the simple math: If you’re paying the staff member $14/hour and sell a party package for $280, I’d say you have a pretty strong ROI. Your return on investment increases over time as more website visitors read that post and book parties afterward.
While that is a pretty good reason to start blogging, I come across very few websites that are actually doing it. I’m sure you have a good excuse for it. Not knowing what to write about or not having the resources may be the most common reasons.
Wait. We just covered those objections.
In case you’re still not convinced, here are a few more reasons why you should be blogging.
You’re building a business asset.
Don’t build your content on someone else’s property. We’ve talked about the concept of digital sharecropping before. Facebook and other social networks can change the rules or become a ghost town on any given day (remember MySpace?).
Building content on your own property means you create on your domain. Not linking other blogging platforms like Typepad or Blogspot with a URL that looks like yourbusinessname.blogspot.com. That’s still building on someone else’s property.
When you are writing blogs on your own website domain, you increase the chances of your site ranking on search results (i.e., Google, Yahoo, Bing, etc.). Ranking in search results increases your chances of getting visitors from organic search, which can be your most valuable source of website traffic.
According to HubSpot, the average company that blogs have 55% more website visitors than those who don’t. Also, they also have 97% more inbound links and 434% indexed pages, which increase your chances of showing up in search results.
If you do it right, each blog post you publish is a business asset that can attract organic search traffic 24/7. When you think of it that way, you may want to get more staff members to start publishing blog posts, right?
It increases the ROI from your social media efforts.
Let’s say you hire a marketing agency to help you with social media marketing. They’ll likely provide some compelling stats on how many likes and shares you get on any given post.
The problem is, none of those engagement metrics are linked to an increase in your bottom line.
I’m not saying engagement isn’t meaningful. Social shares can be an excellent way to measure how well you’re turning customers into advocates.
When you start thinking of the use of social media as part of a holistic marketing campaign, magic happens. A campaign is the coordinated use of all channels to achieve the desired outcome. This could be in the form of a buy one, get one free promotional offer or a gift card push over the holidays.
If you’re using Facebook ads, you can share your blog post retargeting anyone who has visited your party packages page. This can bring new customers through your party booking funnel.
You create a better guest experience.
Put yourself in your customer’s shoes for a minute. Would you want someone trying to sell you something all the time? Probably not.
The fact is, customers are not always looking to buy. Sometimes, they to educate themselves on a specific topic. Instead of trying to sell something and hitting a home run every time at bat, you can be helpful by creating blog posts that give them exactly what they’re looking for.
When you’re competing on the guest experience, those who give a better online experience can gain a significant edge over competitors. Blogging helps you to expand the mindshare of potential customers.
Now share your ideas with the world.
When it comes to blogging, I know it can seem a little intimidating to get started. I had to overcome my own self-doubt to put my thoughts out there for everyone to see. Once you look at the bigger picture and the impact you want to have in your community, it becomes more meaningful.
I’d love to see more helpful blog posts from family entertainment centers. If one of you reading this post can be motivated to start blogging, I would be stoked. Once you do, please share it on our Facebook Group so you can inspire others to do the same.