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Archive for the ‘inbound marketing’ tag

8 Tips for Successful Blogging to Drive Inbound Marketing

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According to HubSpot’s 2013 State of Inbound Marketing Report, 34percent of all sales leads last year were generated by inbound marketing sources, delivering 54percent more leads into the sales funnel that outbound marketing efforts through advertising, sales calls, etc. And more than 82percent of marketers who blog see real ROI from blogging for inbound marketing. Of those marketers surveyed, 43percent said they generated a customer from blogging during the year.

Overall, 79 percent of companies who maintain a blog reported positive ROI for inbound marketing compared to 20 percent without a blog. And 82 percent of marketers who blog daily said they acquired a customer as opposed to 57 percent who blog monthly.

Clearly blogging builds business, but successful business blogging has specific guidelines you need to follow:

  1. Know your audience – Before you start blogging, have a clear idea of who you are writing for. Create marketing personas to help you identify your target customer and audience, and identify their areas of interest and their problems. What information can you share in a blog that will make their lives easier?
  2. Deliver quality content – An informative and entertaining blog can be your best tool for inbound lead generation. The secret is to keep your audience engaged. You want the information you share to be different, interesting, and valuable.
  3. Mix up your format – Use different subjects and approaches to keep your blog fresh. Talk about common problems. Interview other experts. Cite interesting statistics. Use different techniques so your readers always get something fresh.
  4. Never sell – Most business bloggers make the mistake of making their blog all about them and their products. People don’t care about their products; they care about how those products improve their lives. Talk about the customers’ problems and challenges and provide information that is helpful. In fact, don’t even mention your products but just provide expertise. The soft sell is more effective in blogging.
  5. Remember, design matters – Appearance matters just as much as readability. Use a crisp, clean design that is easy to read, and break up the text with subheads, bullet lists, and graphics. Artwork is particularly important. Pictures give you blog life and make it more visible on social media – just make sure you don’t violate the copyright for any images you share.
  6. Include a call to action – Every online post should include some call to action, or rather a call to engage further. I can be a call for comments, or the offer of a white paper, case study, or more information. Ultimately, you want blog followers to contact you about becoming customers. Make it easy for them to reach you by email, with a simple form, or other means.
  7. Be prolific and be consistent – It’s proven that the more you blog, the higher your lead conversion rate. Commit to whatever frequency you can manage – daily, weekly, monthly – but remember the more you blog the better your chances for lead conversion. Try to post at the same time each day or week so your followers can look forward to hearing from you.
  8. Make your blog easy to share – Of course, you are pushing your own blog content out through social media. Make it easy for your blog followers to share as well with social media links. Getting your followers to share is the best way to attract more followers.

These are just eight ways to improve your blogging strategy. Whatever you do, don’t be boring and don’t plagiarize. But do start blogging and blog often. And if you need assistance with your blog, then by all means, call on us. We’re here to help.

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Written by Tom Woolf

February 21st, 2014 at 4:53 pm

“Excuse Me; May I Buy Your Product?” – The Inbound Marketing Payoff

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Wouldn’t it be great if you didn’t have to promote your company and customers just beat a patch to your door? You don’t need to invent a better mousetrap to get that kind of customer attention. You just need to find a better way to communicate with them to get them to want to do business with you. That requires better content to attract them and better channels to reach them.

Thanks to the web, customers have become self-selecting and proactive in their search for new goods and services. Rather than responding to outbound marketing – advertisements, billboards, TV spots, etc. – they are more inclined to respond to inbound marketing – a two-way dialogue often empowered by social media. If you think about it another way, you are earning the trust of your inbound marketing prospects instead of shouting at them to get their attention.

Inbound marketing is all the rage for some obvious reasons:

  • 44 percent of direct mail is never opened.
  • 86 percent of viewers skip through commercials.
  • 84 percent of younger buyers (25 to 34 years old) have clicked out of a website because of an intrusive popup ad or an irrelevant ad.
  • The cost per lead in inbound marketing is substantially less than traditional outbound programs.

What drives inbound marketing programs is content – blogs, social media posts, white papers, videos, podcasts. You have to use informative content that entertains and adds value to create a positive connection with the consumer. Once you engage with the consumer, he or she is more likely to take a closer look at your products, feel a connection to your brand, and ultimately make a purchasing decision.

While this is a better mousetrap, it requires patience and persistence. Conversion doesn’t happen overnight. In fact, it often never happens. But permission-based inbound marketing campaigns, where you invite participation, are always less expensive and promote greater customer loyalty than outbound programs.

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Written by Tom Woolf

April 29th, 2013 at 2:16 am