Using blogs as a form of inbound marketing focuses on earning – not buying – a person’s attention, which is done through social media and engaging content, such as blog posts, email newsletters, and white papers. This content is interesting, informative and adds value, creating a positive connection in the eyes of the consumer, making them more likely to engage with your brand and buy the product.
Blogging is undoubtedly one of the most valuable online marketing tools you can use, but it can also be one of the most time consuming. Writing effective, engaging content is tough when you’re trying to run a business. But, as our prospective clients become more dependent on the web for all things searchable, we must also blog. Here are a few reasons why.
Blogs Get People to Your Site
Having a relevant, frequently updated blog increases your chance of being found on the internet. The more pages that exist on your website which feature engaging content and relevant subject matter, the more Google likes you. Your chances of being listed on page one of a related Google search are increased dramatically, meaning the people who are looking for your products or services find you first.
Google seeks out regularly updated content far more than it seeks static web content. Google does this to ensure people’s searches produce more relevant results. To ensure you don’t lose momentum with blog updates, it’s important to establish a clear strategy in conjunction with a blog schedule. Assigning staff members or employing copywriters to create blog content also ensures a consistent brand voice is being used throughout the site. With your regularly updated blog working behind the scenes, the increased traffic you see will lead to greater opportunities to educate and sell to prospective clients.
Information leads to conversion
A blog gives you a chance to convert customers in a passive way. You can get on with the day to day operations of your business while your blog is meeting, greeting and entertaining new clients. More importantly, your blog is your chance to build trust and credibility with prospective clients.
By giving clients valuable advice for free – with no expectation of receiving anything in return – trust grows exponentially. It’s important to keep in mind that today’s consumers are more savvy and seek trust before they commit. Those clients not willing to ‘buy’ during their first visit will view this offering as a stepping stone towards certainty. Whether you convert in the first instance or the fifth, placing yourself as a trusted source of information ensures that those who need to take some time to mull things over will return.
You Can Keep Existing Clients Happy
Repeat business is crucial for the longevity of your company, while customer loyalty shows prospective clients they’re buying into something worthwhile. Using your blog to entertain, engage and educate your existing customers keeps your brand front of mind. You become more than just a service or product: you become an entity that improves the quality of their personal or professional life.
How can you let your clients know you’re doing all this work? This is a simple process, when implemented correctly. Email newsletters (EDMs) are a great way of letting your clients know what you have blogged about – whether it be a recent success, industry news or your latest product development.
To find out more about how you can create an effective and engaging blog content, drop us a line at firstname.lastname@example.org