Blogs have been around for almost 30 years and the first business blogs started in the early 2000s. And today they serve as critical components of inbound marketing strategies.
Some blogs exist to provide a forum for a business owner while others are published with the primary goal of driving traffic to the website. In other words, as an inbound marketing tactic.
Inbound Marketing Blog Super Powers
One of the underlying shifts that need to occur for many business owners or marketing managers is to view a business blog as a "dynamic online resource" that consists of relevant, informative, and actionable content in the form of articles.
This is a subtle, yet distinct, difference from seeing a blog as merely a place for brand-focused posts (that no one really reads!)
The reality is that strategically crafted business blogs have become a popular and effective inbound marketing tool for companies of all sizes. When this platform is implemented correctly, it can attract potential customers, establish the company's authority in their industry, and increase brand awareness.
So, how exactly does this occur, you might ask?
First, an inbound business blog can help improve search engine rankings, making it easier for potential customers to find your website. And by incorporating relevant keywords and phrases in their blog posts, brands can increase their visibility on search engines like Google, Yahoo, and Bing.
This means that they can attract more organic traffic to their website, which can lead to more leads and sales.
But wait! There's more...
Your Brand as a Superhero in Your Industry
Inbound marketing blogs allow companies to establish themselves as industry leaders and showcase their expertise. This is done by sharing useful information, insights, and opinions on their blog. This allows companies to demonstrate their knowledge while building trust with potential customers.
While this can be particularly effective for B2B companies, where building trust and credibility is essential, it works powerfully for B2C brands, as well.
Third, business blogs can help generate leads and sales. By providing valuable content, companies can attract potential customers who are interested in their products or services. By including calls-to-action (CTAs) in their blog posts, such as "subscribe to our newsletter" or "contact us for a free consultation," companies can convert visitors into leads and ultimately into customers.
Finally, inbound marketing focused business blogs can provide a platform for companies to engage with their audience and build relationships.
By allowing comments and social media sharing, companies can encourage interaction and feedback from their readers. This can help them better understand their audience's needs and preferences, which can inform their marketing strategy and product development.
Inbound Marketing Blogs: They Really Do Work
We understand that the marketing universe is cluttered with hundreds of tactics, methods, plans, and options - not to mention tons of miscellaneous marketing "junk". So, a fair question to ask is if an inbound marketing blog can work for you?
What's the old saying - the proof is in the marketing pudding?
Here are some examples of companies that have used business blogs effectively:
HubSpot: From one of our favorite companies, HubSpot's blog covers topics such as inbound marketing, sales, and customer service, and is a go-to resource for marketers and business owners. Through their blog, HubSpot has established themselves as a thought leader in the industry and attracted a loyal following of readers.
Moz: Moz's blog, focuses on search engine optimization (SEO) and online marketing, and has helped that company build a strong online presence and attract new customers. Their blog posts are well-researched and informative, making them a valuable resource for anyone looking to improve their SEO.
Buffer: Buffer's blog, which covers topics such as social media marketing and content creation, has helped the company attract a large audience of marketers, business owners, and entrepreneurs. Their blog posts are often shareable and engaging, making them a great way to drive traffic to their website and social media accounts.
And there are literally thousands more that could be highlighted to demonstrate the potential power of an inbound marketing blog strategy.
Suffice it so say that your business blog can be an effective inbound marketing tool for your company to attract new customers, establish your authority in your industry, and build lasting relationships with your audience.
And by providing valuable content and regularly engaging with your audience your company can generate leads and sales while also building a strong online presence.
Now THAT'S powerful!
Five Steps to a Powerful Inbound Marketing Blog for Your Brand
As we've stressed here, creating a business blog strategy can be an essential component of inbound marketing. That's because, when done right, it can be an effective way to drive traffic and leads to your business.
Here are five steps to help you create a powerful inbound marketing blog strategy:
Define your target audience: Before creating content, it's important to know who you're creating it for. Who is your target audience? Who are your ideal prospects and customers? Do you know their interests, pain points, and goals? Understanding your audience's needs, problems, and desires will help you create content that resonates with them and keeps them engaged.
Set your goals: What do you want to achieve with your blog? For example, is your goal to increase website traffic, generate leads, build brand awareness? Do you want to establish your brand as a thought leader in your industry? Having clear and measurable goals will help you create a focused and effective inbound marketing blog strategy.
Develop a content plan: Once you are clear on your audience and goals, you will need to create a content plan. This should include topics, posting frequency, and your publishing schedule. In addition, it should include the processes for ensuring that your content will be informative, relevant, and valuable to your audience.
Promote your blog: Creating great content is only half the battle. To get the most out of your blog, you need to promote it and determine effective channels or platforms for distributing it. It often is not enough to have it residing on your website only. In addition, you should share your blog posts on your company's social media platforms, in your email newsletters, and other appropriate channels where you know your target audience is active.
Measure your results: Finally, it's essential to measure the success of your blog strategy. Use analytics tools to track website traffic, engagement, and conversion rates. This data will help you understand what's working and what's not, and make adjustments to your strategy accordingly. Remember the old maxim, "If you don't measure it, you can't manage it." And along with that is the idea that, "If you can't measure it, you can't improve it."
The good news is that a well-planned and executed business blog strategy can be a valuable component of inbound marketing.
By defining your target audience, setting goals, developing a content plan, promoting your blog, and measuring your results, you can create an inbound marketing blog that drives traffic, generates leads, and establishes your business as a thought leader in your industry.
It's Never Too Late for Your Blog to Become an Inbound Marketing Superhero
Of course, not every business or corporate website hosts a blog or a blog page. And of those that do, they are far too often lacking in consistent and relevant content. But it is never too late to transform that mild-mannered, weak platform into a powerful inbound marketing blog for your brand.
Of course, this does mean that someone in your company will have to be responsible for imbuing that neglected page of your company's website with the super powers it needs to have an impact in the world of your customers and prospects.
That means that someone will have to define your target audience, set your inbound marketing goals, develop an effective content plan, promote your company's blog, and then create a process for measuring the results.
And that takes time, resources, and effort that you or your staff may not have.
The good news is that there are other "superheroes" in the inbound marketing universe that can "swoop in" to "save the day."
Boost the Power of Your Blog with an Inbound Marketing Service
As we've described here, a well-crafted business blog implemented as a key element of an inbound marketing strategy can be powerful.
But you are also probably thinking that you are not gifted with the skillset necessary or the time required to make this happen yourself. That need not be a roadblock for you or your brand. The good news is that you don't have to attempt an inbound marketing strategy on your own!
And your best option for implementing successful inbound marketing efforts using a business blog is to partner with a professional firm that can work with you to maximize your results.
A professional agency like BroadVision Marketing will begin by working with you to develop a personalized road map with an implementation time line, marketing milestones, and key deliverables.
Then, utilizing this road map, we will create the framework and structure for us to work with you and help you to achieve your marketing goals.
Get your Complimentary Inbound Marketing Session to help you make an informed decision or call BroadVision Marketing at 707-799-1238.