Motivating companies to organize a blog for their website can be challenging. Often the management of the company do not see the value of it, there is no one who really wants to write it, and the cost of an outside blogger can be expensive. It’s hard. The true marketing power of blogging begins with creative, original content. A great blog can drive visitor traffic back to your website, especially if you understand a little about on-page search engine optimization (SEO) and inbound marketing.
Inbound marketing is the ideation, creation and sharing of content with the goal of increasing traffic to your website. Both the content and the target audience should be strategically planned. Inbound marketing only works when you figure out the right content and get it to the right people. There is no better vehicle than a great blog. You wonder whether traditional marketing campaigns can achieve the same results? Not if you know how to leverage the inbound marketing traffic from your blog. Here’s how.
1. Send your blog link out with social media
Use social media to get the word out about your blog. Keep the headline short, around 60 characters. Link the headline to your blog so that people can click-through to your website blog page. If you are using WordPress, make sure to choose a Featured Image for the blog and upload it so that the social media networks populate the picture along with your blog. See our recent blog on the importance of imagery, Why You Must Fix Your Company’s Social Media Imagery and How.
2. Add a link to your email signature with your blog
Each time you send an email, take the opportunity to share your blog. Throw in your company name as well and then link it back to the blog on your website. You can place the blog link right below your regular signature.
Title at ABC Company
Contact Details at ABC Company
ABC Company is blogging about Really Neat Topic
3. Include keywords and long tail keywords in your blog
In the main copy of the blog, include keywords or tags, which best describe the important concepts in your blog. Think search. What themes are you talking about and what words might someone use to search for these topic areas? Find long tail keywords, or longer phrases that are specific to your topic, and include those as well as they can attract a more targeted audience. There are several free keyword suggest applications like Wordstream’s Free Keyword Tool, which you can use to research the best keywords and long tail keywords.
4. Use image tags
Images are a powerful tool that can drive engagement for your website. Website pictures have image tags. After choosing great photos for your blog, ensure that you have written alternative text or “Alt Text” for each image used. Alt Text is read by text bots, and image tags identify your picture, which increases the chances of it being displayed in search. The effective use of Alt Text is often overlooked, and it can drive traffic back to your website by optimizing images in search.
5. Segment with Subheadings
Partition the blog into core points or themes and use subheads. Each of those subheads can include keywords and phrases that explain the main points of your blog. The phrases should be identified as Heading 3 or Heading 4, a technical attribute which gives the headline more weight in search. When your blog is shared in social media, the subheadings can be used as talking points and sent out as separate headlines on social media with links back to the blog.
Hopefully, you have been persuaded that a blog is not just a digital platform to put your thoughts in writing. Rather, it is a powerful inbound marketing tool that can leverage traffic back to your website where you can share your expertise. You can educate potential customers on common questions and showcase the services of your business. In the call to action, you can encourage a dialogue and hopefully gain a new customer!
If you are ready to leverage the inbound marketing traffic of your blog but feel you could still use some assistance, email us, or call (973) 218-6558 today.