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The art of inbound marketing | Why your business needs a blog
There was a time when the sales department was the engine of a business. All the blood sweat and tears that went into developing a product fell into the hands of the sales team to get the business off the ground.
While sales is still what pays the bills, the situation is a little more complicated than that. Consumers are far more savvy these days and know what they want.
Now, a company needs to tell a story about their product or service and let the customers come to them.
It is the age of inbound marketing and if your company is not on board already then it is missing the train.
What is inbound marketing?
This is simply a way to attract customers to you and your product by offering content that is valuable to them. This is directly the opposite of interruption marketing like commercials or billboards that may not be relevant to your market.
Think of it like this: Inbound marketing is a way for your potential and current clients or customers to connect with you.
Why is this important? There are a few reasons, but primarily the biggest advantage is that you are getting customers that already want what you are offering.
Why you need a blog
A blog is just one of the channels used to attract customers, but it is one of the most essential. It is the best way to tell your story and set up the first steps of engagement.
If you treat your customers as being in different phases of their buying journey with the blog being the first part, then you can guide them through the rest.
The blog is where you will create the content that will address the needs of your target market. Giving them a way to get more information or learn about your story is a great way to get them engaged and build their trust.
Stick with what works
There are plenty of mistakes that agencies as well as bloggers make with their blog that will eventually hold them back. It may actually repel leads instead of attracting them.
Always stay on message and keep your customers in mind. You may be telling your story, but remember that your story is not about you as much as it is about solving your customer’s problems.
Part of that is going with a digital marketing agency that understands what it takes to run a blog. This guide to lead generation is a great resource about how to attract your audience and then turn them from leads into customers.
Summary
To reach your potential customers, start by creating content that provides value. Create a persona that you will feel like you are directly communicating with and try to understand their needs. Putting the audience first will put you on the path to success. Thinking long term instead of quick wins is a great way to build a long term relationship with your customers.
