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InSegment - Blogging for Marketing Success

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INTRODUCTION

The facts speak for themselves. Markeng data clearly shows that blogging is a crical piece of the inbound markeng methodology and directly correlates to beer business results.

But merely blogging won’t dramacally transform your markeng. Your blog has But merely blogging won’t dramacally transform your markeng. Your blog has to be well-opmized and promoted, and most of all, rich with content. Frequency of blogging plays an important role in this equaon, too. In fact, HubSpot’s research “Lead Generaon Lessons From 4,000 Businesses” shows that companies that blog 20 or more mes in a month see the biggest return in traffic and leads.

A blog is a long-term markeng asset that will bring traffic and leads to your A blog is a long-term markeng asset that will bring traffic and leads to your business. It introduces you as a thought leader in your industry and allows you to earn people’s trust. In this ebook, we will walk you step-by-step through the blogging fundamentals and show you how to start reaping the benefits of this valuable markeng channel.

Companies that blog have55% more website visitors.

Nearly 40% of US companiesuse blogs for markengpurposes.

B2B companies that blogget 67% more leads/monththan those that don’t.

B2C companies that blogget 88% more leads/monththan those that don’t.

Blogging for Markeng Success3

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WHY YOU SHOULD HAVE A BLOG

“The impact of business blogging extends to severalmajor markeng benefits that marketers oen overlook.”We’ve already shared with you some powerful facts about business blogging. Clearly, it is a markeng asset strongly related to aracng high-quality traffic and generang new leads. Yet the impact of business blogging extends to several major markeng benefits that marketers oen overlook.

In this secon, we seek to draw the big picture that highlights the benefits of In this secon, we seek to draw the big picture that highlights the benefits of business blogging. We will elaborate on the different ways through which your blog can bring you markeng success, from expanding your visibility on the web, through creang a strong influence in the industry, to effecvely capturing new leads.

FIRST

First, business blogging helps you in respect to search engine opmizaon (SEO). First, business blogging helps you in respect to search engine opmizaon (SEO). The more blog posts you publish, the more indexed pages you create for search engines to display in their results.

In other words, business blogging helps you rank in search engines and get found when people search for industry-specific products or services. Thus, the blog enables you to aract organic traffic and familiarize people with your business.

FREQUENCY MATTERS

In this framework, frequency of publishing blog posts maers a lot. HubSpot’s In this framework, frequency of publishing blog posts maers a lot. HubSpot’s research has shown that businesses that blog 16 to 20 mes per month get over two mes more traffic than those that blog fewer than four mes per month.

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EARN PEOPLE’S TRUST

In a recent survey, HubSpot asked respondents how much blogs affected their purchasing decisions. How oen does one proceed to a purchase decision with blogging research? 71% of respondents said that blogs affect their purchasing decisions either somewhat or very much.

THIRDTHIRD

Third, a blog gives you valuable real estate to place calls-to-acon in order to generate leads. At this stage of the game, you are trying to retain your blog readers and engage them further with your website and your content. So you might ask them to aend your webinar or download a free guide that you have. Calls-to-acon introduce your prospects into the buying process and start qualifying them.

CCTAS IN SIDEBAR

One possible placement of calls-to-acon is the sidebar of your blog. You can create banners to adverse some of your top-performing offers and add them around your blog for visitors to click on.

CTAS IN BLOG POSTS

You can place calls-to-acon within theblog post itself, at the beginning, middleor end of the arcle. Also, don’t forget toor end of the arcle. Also, don’t forget tocreate contextual calls-to-acon, byhyperlinking keywords to appropriateoffers that you have.

71%say blogs affect theirpurchasingdecisions.

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HOW TO OPTIMIZE YOUR BLOG POSTS

“Opmize your content to grab people’saenon and rank well in search engines.”Frequency and quanty of blogging are certainly two factors that will impact your business results. However, you won’t get far without opmizing your blog posts.

You need to opmize your content to grab people’s aenon and rank well in You need to opmize your content to grab people’s aenon and rank well in search engines. What is more, your blog posts should also introduce offers that can directly impact your lead generaon efforts. It’s a fairly simple concept -- the more visitors you can aract to your blog, the more chances for conversion!

In this chapter of the ebook, we will look at ten different ways in which you can opmize your blog posts, from an SEO perspecve as well as a lead generaon standpoint.

SOCIAL MEDIA SHARING BUTTONS

In this framework, frequency of publishing blog posts maers a lot. HubSpot’s research has shown that businesses that blog 16 to 20 mes per month get over two mes more traffic than those that blog fewer than four mes per month.

Give your blog content extended reachby including social media sharing buon (e.g. “Like,” “Share on LinkedIn,”“Tweet,” etc.) on every post. This will“Tweet,” etc.) on every post. This willencourage readers to share your contentwith their personal networks and expandits reach beyond your own connecons.

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About inSegment

We are an innovave, full-service digital markeng agency. We maximize our client's online potenal through cu ng-edge soluons in web design, development, demand generaon, SEO and social media engagement. We are commied to your boom line and always back up our taccs with concrete results.

Contact us to learn more about our services at www.inSegment.com

www.inSegment.com