The core of Inbound Marketing is blogging.
Establishing an ongoing blogging program that is based on your business keywords is fundamental to building a successful Inbound Marketing program for your business, no matter what size business you are.
And my advice is ... the more you blog the better Inbound Marketing will become. There is no limit to how much blogging you can do, just the limitation of the resources you need to maintain an ongoing blogging program that should never stop.
So What Is A Blog?
A blog is a series of website pages that are frequently updated with new content about a specific topic closely related to your business, so it's not a static part of your website, like your "about us" page. A blog therefore is the fuel for your website, providing a continuous stream of fresh, up-to-date content and keywords that attracts visitors to your website.
Search Engines And Pospects Loves Blogs
Search engines such as Google, "read" blogs to learn what your website is all about, so they know whether they can return any of your website pages to their users who perform searches. For example, Google reads our website, so it knows it can return this blog post if someone searches "Why Is Business Blogging So Important For Inbound Marketing?"
In turn your potential customers read blogs to find helpful industry content, if a prospect has a question, or they need to find out more information, they tend to ask Google first, so they stumble upon useful and relevant blog posts when they're doing specific research online.
Blogging Helps To Grow Your Business?
Blogging helps you to get found online, increase your website traffic and build trust that you're knowledgeable about your industry and business. Every time you publish a blog post, it's a new opportunity for someone to find your business' website and learn who you are.
Blogging also creates an opportunity, like no other part of your website allows, because every blog post you publish is a brand new URL that can be ranked in search engines and discovered by people that didn't know about your business yet. A blog therefore gives you endless opportunities to get found online.
Blogging Helps You Get Quality Traffic
A blog can attracts the right sort of crowd. How? Because the audience you bring in to your website is interested in what you have to say and what you've written about, so they may also purchase your product or service.
Blogging Helps You Establish Trust
People tend to buy from people they know and trust. And if you can earn their trust by providing quality content that they want then the likelihood of that person buying from you is greatly increased.
By creating content that helps answer questions for your target audience, or the persona of your ideal customer, you're establishing a trusting relationship that makes them more comfortable investing in you as a business partner or solution provider.
Good Blog Practices Translates Into The Start Of A Lead Generation Program
Every person that lands on your website is an opportunity to become a new lead by putting a call-to-action (CTA) on that blog post. That call-to-action is anything that asks the reader to exchange their contact information for something -- like a free ebook, a free checklist, a free consultation, etc.
So, after you've read this blog, learn more about Inbound Marketing, click the CTA below and you'll be taken to a landing page with a form to complete. Once the form is completed that person is now a lead, and they might end up becoming a customer one day.
Blogging Is The Gift That Keeps On Giving
The really great thing about blogs is that once it's posted on the internet, search engines will continue to rank the content and the keywords, helping you to bring in new traffic and leads forever. So even blog posts from years ago can still be found in search engines like Google, or on social media if people still share it after reading it themselves.
Great blogs can literally help you generate leads for your business while you sleep. The work you put in today can generate results for years and years to come. (Compare that to PPC -- when you turn off the money, the traffic and leads turn off, too.)
Blogging as you may now realize, is one of the cornerstones on Inbound Marketing and is an essential activity that should be your number one priority.
About Terry Marketing
Terry Marketing (www.terrymarketing.com) is an Inbound Marketing Agency providing Inbound Marketing and HubSpot marketing automation services to small and medium sized businesses. We're focused on generating traffic, leads and sales and we're experts in the Inbound Marketing, lead generation process and how to increase website traffic, leads and website conversion rates. Terry Marketing is a silver level Hubspot Partner, a certified HootSuite Ambassador agency, and is a certified Google Partner.
David Terry is CEO of Terry Marketing and Professor of Internet Marketing at Laurentian University. He has a deep knowledge in all aspects of Inbound Marketing, the Internet and Web technologies - as well as an understanding of the importance of how digital branding, marketing strategy and creative execution can impact business results. You can reach him by calling 416.204.0255 or, email at: firstname.lastname@example.org or visit www.terrymarketing.com