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Inbound marketing success begins by attracting visitors to your website. The specifics of this process will always depend on the needs of your company, because no two companies are born equal and inbound marketing is only an effective tool if you hone it to the task at hand.
You don't just want any old traffic to your website. The aim is to attract visitors who are interested in the product or service you're selling, and that's where the power of blogging comes into play.
Of all an inbound marketer's tools, blogging can be the most powerful when it comes to the initial "attract" stage of the process. Smart blog posts willl drive smart traffic to your site - being visitors who have a genuine interest in what you're doing and may even be actively considering making a purchase in your industry area.
How do blogs attract visitors?
Every time you post a blog on your company website you're generating a new page under that headline. If that blog post is tailored to answer a question a potential customer is asking online, you're going to draw search traffic to the blog post.
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How much search traffic you draw will depend on a number of factors and that's where tools such as those you get from Hubspot help educate the blog posts you publish.
Blog posts can also draw traffic through social media promotion. You should be posting links to your blog content on Twitter, LinkedIn and Facebook for starters - trying to put it in front of as many people as possible and hoping that they'll share it with their followers.
How do you translate blog traffic into leads?
Attracting visitors to a blog post is just the start of the process. If you want to develop those visitors into leads it's vital your blog post has a call-to-action (or several) in it.
A call-to-action is a button that entices a reader to click through for an offer or promotion for some kind. It might be a "free consultation" or an "downloadable eBook." Whatever you're offering it should appeal to the type of customer you've aimed to attract with the content of the blog in question.
Once a visitor clicks on the call-to-action they should be directed to a landing page. It's on that landing page that you need a form to capture their contact details. Once that's done, you've got yourself a lead and you could be on the way to a sale.
What are the other benefits of blogging?
Blogging can drive traffic to your website and thus deliver sales leads, but it's also a great way of presenting your company as being on top of trends in your industry.
A company with a regularly-updated blog gives the impression of being in touch with the latest developments and consumed with being on top of their game.
As a potential customer, that kind of message can be the difference between making a purchase or clicking back on your Google search bar.
In conclusion, it's a brave company that underestimates the power of their blog.
Hüify is a dynamic inbound marketing agency with proven success in deploying blog content to drive traffic and generate revenue. For more information email josh@huify.com or click to schedule time above.
