Do you ever wonder why you devote resources to blogging?
Do you find yourself searching for proof of a return on investment?
A few simple tweaks can turn your blog from something readers peruse, perhaps enjoy, then move on from into something that establishes your company’s authenticity and attracts prospects into a deeper level of engagement.
An inbound marketing blog is a tool of attraction. It eschews the traditions of marketing that aim to elevate a product, brand or service in favor of an advisory role for your potential customers.
When you blog with consistency, speak to the right audience, and use the optimal keywords, you will see a sustained spike in quality leads.
Consider this suite of changes you can make to your blogging program to transform it into a powerful tool for inbound marketing.
1) Know and speak to your buyers
One trick writers use to clear writers’ block is to imagine their audience is one particular person and write directly to them. Inbound marketing uses this approach to ensure blogs are relevant and helpful to potential customers.
An inbound marketing campaign begins with the construction of “buyer personas.” These are detailed descriptions of a company’s ideal customer. Many companies create multiple buyer personas to reflect the various types of customers they serve.
To optimize your blog for inbound marketing, your writers should become very familiar with your buyer personas and produce content that is targeted and valuable to them.
2) Keyword your posts
Your blogs will naturally hit on the popular keywords that define your industry. But a more thoughtful approach to using keywords will pay off in higher placement on search engine results pages.
Advise your bloggers on the keywords that are most valuable for your business, and make sure they are tactfully incorporating them into their writing. Think beyond generic industry keywords to keywords and phrases that are specific to your products, services, and geographic location.
Through consistent use of these “long-tail keywords,” you will boost your ranking when potential customers are searching for solutions that are relevant to your business.
3) Ensure consistency
Search engines reward websites that are continually updated, favoring them in search results over static sites. So a consistent blogging schedule is a key element of inbound marketing.
We recommend using a blogging calendar to keep you on track. If you plan out your posts weeks in advance with a calendar, you’ll avoid getting stuck scrambling for topics when it is time to publish a post. This calendar will help your team produce frequent, fresh posts.
4) Use calls-to-action
A blog without a call-to-action is a missed opportunity for lead generation for your business. If you are creating great content that your readers love, why not present them with a clear opportunity to engage further with your company?
Blogging for inbound marketing means embedding eye-catching calls-to-action into your blog post pages. These should have a graphic element and active copy that encourages your readers to take the next step with your company.
5) Maximize distribution
Every piece of content you create is a chance to engage with your company’s social media followers. Amplifying your blog posts with social media distribution widens your audience beyond those just making Google searches in your field.
After posting, monitor your followers’ responses, and be prepared to engage in the conversations your posts spark.
Watch for blogs that strike a particular chord, and consider them for a paid boost to get them in front of an even wider audience.
If your company has an established blogging program, it is ahead of the game when it comes to implementing an inbound marketing campaign. Making these tweaks will bring your blog in line with inbound marketing best practices and ensure your efforts are attracting website visitors and maximizing lead conversions.
Thanks for stopping by,
Breezy Hill Marketing is a Vermont web design company and digital marketing agency specializing in inbound marketing strategy and building beautiful and mobile responsive websites for customers throughout the United States.