Whether you’re a company or an influencer, you need a blog.
Based on research, 53% of marketers say that blog content creation is their #1 inbound marketing priority. (Source)
81% of online consumers in the U.S. trust information they get from blogs. (Source)
You know that people read your blogs, but did you know that Search Engines do also? A blog can be one of your company’s best lead generation tools. Here are some tips on how you should be using your blog:
If you know your target audience, you can angle your blog content specifically towards the things they’re interested in. Once they read the public content, they are primed to be captured as a prospect. When they click through your blog, invite readers to sign up for exclusive content that isn’t available to the public. If they already liked what they read on the main blog, they’re likely to click here and move further down the purchasing funnel as you offer more advice and support.
Personalize your Company
How can you get readers to really connect to your company via the web? Easy… provide them with content that shares insights into who you are as a company. Blogs are a great way to do this, as well as videos, “ask us”, and photos of employees and events the company partakes in. This kind of blog helps break the link between customers feeling like they’re being “marketed to” and a company who they can trust. Building your brand allows your company to have a personality and potential customers to identify with you. Being online makes it hard to engage on a personal level, so take this opportunity to share who you really are as a company.
Posting blogs which provide deep-dives into a subject are a good way to portray your company’s authority in the industry. By writing about a super specific topic, you build trust with your potential customers that you are the go-to guys in your field. This also allows you to answer questions your audience may have about your industry or company. If the industry is saturated or confusing to someone not in that field, it allows you to break out as a star expert by helping them answer “what is the difference between X and Y” or “how do I choose the right X for my business”.
Link through Social Media
Sharing your content through social media drives potential customers back to your website so they can see all of the services you offer, information about your company and how to contact you. Blogs are another channel to drive people to your site and ultimately be your customer. This kind of lead generation is organic as it comes from people who’ve connected with your on some level via social media. You can also use the blog as a “call to action” to encourage your potential customers to do something. This can be downloading a free eBook for more information, calling your for a demo, or providing an assessment on their company. The blog is a “primer” for your potential lead.
Review Popular Posts
Once you have content on your site, checking which blogs are the most popular might give you some insight into what customers are really looking for from you. If more customers click on a blog about X than Y, you might want to beef up your website’s page about that subject. Catering to what your audience and customers read can help grow your company and provide direction on your marketing strategy. This can also help start conversations with potential customers when you know what’s more populate content from your site. Be sure to write more articles about that topic to enhance your visibility.
Is your blog working to your advantage and providing leads that are ready to talk to you? Remember blogs are free to they are one of the best tools you have as a business. They are totally customizable, unique and did we mention- FREE. If you’re completely utilizing your blog to it’s max potential, reach out to us to talk strategy.