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Showing posts from tagged with: blogging

6 Reasons to Blog for Your Business

Posted by Liz Papagni in Marketing Strategy | 0 comments

blog for your business Starting—and maintaining—a business blog is hard. We know. Creating a content calendar, conducting research, and setting aside the time to write and publish can take a huge chunk out of your time. That’s why so many companies end up forgoing a blog altogether or only contribute a few times per year. Sure, anything you add to your website can help, but a back-burner blog means you’re missing out on one of the most powerful marketing tools available. There are probably dozens, if not hundreds, of reasons to blog for your business, but we think these six are the most important. Let’s take a look.

It’s Actually Pretty Easy

Sure, the thought of researching and writing can be overwhelming, but when compared to many of the other marketing activities you do for your company every day, it’s actually pretty easy to get a blog going. Most website themes include a blogging portal, so you don’t even have to have someone redesign your site or add new pages. All you have to do is click “add post,” and you’re off and running.

Share Your Expert Status

Did you know that 96% of B2B buyers want content from industry thought leaders? That could be you, building credibility for your products, your services, and your expertise. Think for a second: What makes you trust one company more than another when you’re making the decision to buy? Don’t you want to know that you’re putting your own company in good hands? The same is true for consumers, too. Before they buy your products, they want to be sure they can trust you. Show them with your blog.

Increase Your Qualified Leads

More than 74% of companies say that regular blogging increased the quantity and the quality of their sales leads. The reason for this is increased traffic, because B2B companies that blog sixteen or more times per month see up to 3.5 times more traffic than those that blog zero to four times per month. If you’re a B2C company, statistics show that eleven or more blogs each month can bring up to four times as many leads as a business that blogs fewer than four times per month. It just makes sense that more traffic would result in more leads, right?

Get and Keep More Customers

Those leads are more likely to turn into customers, too. In fact, 92% of businesses that blog more than once per week say they’ve gained at least one customer through their content. So, it’s easy to see how more leads could lead to more customers. How can your blog help you keep those customers? Well, many readers will happily offer up comments when they’re done reading. This gives you better insight into your idea customers’ needs. Learn what you can from their input, tweak your buyer personas, and provide a better service or product for your target audience. That’s what keeps them coming back.

Make More Sales

Buyers who read your blog do so because they trust you. That means they’ll give preference to any suggestions you might make. That trust leads to purchases that can soothe their pain points. It’s true; 61% of buyers say they’ve made a purchase based on something they read in the company’s blog.

SEO

You might think we’d lead off with this one, especially since SEO is on the lips and fingertips of every speaker and blogger. The truth is, however, that quality information that inspires trust in your buyers is much more important to Google than your keywords. Still, you can use your blog to drive traffic according to specific search terms. Just be sure to think through the things your buyers are most likely to search for, create the content that will answer their questions, and the SEO will take care of itself. Have more questions about how a blog for your business could boost your marketing efforts? Want to talk to us about how we can help you get your blog moving? We’re here for you, so just give us a call.

5 Ways to Stop Wasting Money on Marketing

Posted by Liz Papagni in Marketing Strategy | 0 comments

throwing money away on marketing

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Rarely will a marketing agency or consultant tell you that marketing is a waste of time and money, but I’m not afraid to say it like it is. There is a very good chance that you’re wasting money on marketing by pursuing the wrong efforts. You may even suspect the same, but before you give up on marketing entirely, let’s see if we can fix it. Does this sound like you?
  • Profiles on Twitter, Facebook, Tumblr, LinkedIn, Instagram, Pinterest, SnapChat, and any other social platform in existence?
  • Do you blog every day, regardless of how long or short the content may be?
  • Have you provided an ebook, white paper, checklist, or other long-form content more than once per month?
  • Do you spend hours obsessing over your SEO?
If you answered yes to one or all of these questions, you probably think you’re doing pretty well. The problem is, this kind of frantic, throw-everything-and-see-what-sticks marketing is the perfect way to lose a lot of money.

1. Slow Your Social Roll

Believe it or not, you don’t need to have a profile on every social platform out there. Your industry may not perform as well on some platforms as it does on others. For instance, entertainment companies that market directly to customers probably won’t see a lot of traction on LinkedIn, which is primarily for business-to-business marketing. Where is your target buyer engaging? Those are the platforms you should focus on. Why waste hours each day on social channels that will never gain traction? You’re already throwing away good money for that wasted time and labor. Instead, take a step back and evaluate the best platforms for your business.

2. Back the Blog Up

A blog is a great way to keep your customers and prospects educated on topics that interest them and influence their decisions to make purchases. It’s also true that a regularly updated blog helps boost your credibility and your results in internet searches. If, however, you’re not carefully planning your blog to follow a specific campaign, you could be spinning your wheels. Fewer blogs with better, more quality content will serve you much better than slapped together articles posted once per day. Focus on the marketing funnel and sales cycle, and then tailor your content to match the buyer’s journey. You’ll get a lot more traction with even half the blogs.

3. Chill With the Ebooks

Lead generation ebooks and white papers are a great idea, and they can be used to great effect. The problem occurs when you’re cranking out ebooks and white papers with no real focus. Did you know only 1 in 10 marketers feel their marketing ebooks have been effective lead generation tools? These long-form content pieces should fit well within a campaign, with blog articles, social media posts, and email workflows to support the content. If they don’t, you’ll be part of the 90% that’s unhappy with your lead generation content. Stop spinning your wheels and find some direction first.

4. Give Your SEO a Rest

Yes, concentrating on your SEO is important, but probably not nearly as important as you’ve made it out to be. You may be scrolling through lists of search terms and figuring out how you can cram them all in your blogs and website content. What Google really wants you to do is create quality content, whether for your blogs, social media, or website copy. Doesn’t that sound easier? If you’re writing excellent content, those keywords and search phrases you’re struggling with will simply fall into place the way they should. You can focus less on lists and more on your marketing campaigns. You will notice a difference.

5. Check Your Metrics

To be sure you need to realign your marketing goals, take a look at your metrics. If you’re not seeing the performance numbers you expect in any of the above categories, figure out what needs to change. Do you need to focus on the social media platforms that benefit your industry, customer, or both? Should you concentrate less on the quantity of your blogs and more on the quality? When you reallocate your budget to those places that need the additional attention, don’t forget to test like crazy. Watch the readership of your blogs to see if the meatier articles are drawing more attention. Check your friends and follows on social to see if you’re hooking new prospects with your streamlined approach. If things still aren’t working, take another look at your technique and make some more changes. The only way you’re wasting money with your marketing is if you’re doing the same thing over and over without new results. Ready to make a change? We’re here to help.

Dos and Don’ts of Building Your Brand Through Blogging

Posted by Liz Papagni in Branding, Content Marketing | 0 comments

hitting target

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A business blog for your brand is one of the most important tools in your marketing arsenal. Sure, you’ve got all the statistics to support the need for a blog, such as 55% more traffic and costs of 62% less per lead. What you may not realize, however, is that blogging is imperative for your brand. This is your way to share your vision with the world or, more specifically, your buyers. Now that you understand the real reason behind starting a blog, how can you ensure you build your brand rather than tearing it down? Here are some simple dos and don’ts to keep in mind:

Don’t Forget Your Buyers

Starting a blog for your business can be stressful, especially if you’ve never considered one before. You’ve only got one chance to convey your brand values to the world. Your first instinct might be to sit down and plan out a content calendar that’s all about you and the things you want to talk about. This would be the absolute opposite of what you should do. Believe it or not, your blog is about your buyers. Always think first of who those buyers are and what they need to know. Planning your calendar after that will be a breeze. Well, at least it will be easier.

Do Address Pain Points

Many believe the purpose of a blog is to build relationships with their buyers, and they’d be correct. However, it’s easy to slip down the wrong path toward making your customers like you. Even if your company has built a brand around humor and sarcasm, you can’t rely solely on funny posts to get by. Your blog’s true purpose is to inform and convert leads, and to do that, you must address your buyers’ pain points. Explain how your products or services will make their lives easier or provide tutorials for those who may not understand your business. If you can do these things while making your buyers laugh, then by all means, do it.

Don’t Ignore Spelling and Grammar

You may believe spelling and grammar aren’t important when blogging about your business. After all, unless you’re selling proofreading or editing services, who really cares what kind of grasp you have on the English language? The truth is, everyone cares. Even Google cares. Your mission through your blog is to create relationships with your buyers and prove that you’re professional and knowledgeable. Constant mistakes will undermine your authority. They’ll also affect your search rankings, according to Google’s quality guidelines.

Do Maintain Consistency

Your blog can be your biggest tool when sharing your brand and values with your audience. However, if you’re not careful to maintain a consistent brand voice throughout, your blog can also be the most confusing. Develop brand standards that apply to each and every blog you publish. Make sure your voice remains consistent, than you’re showing your value instead of telling. One day of quality information that helps create a tie between you and your buyers can be completely erased by a following blog that deviates from your brand standards.

Don’t Focus So Much on the SEO

Of course you want your company to be found in Google searches, but your main focus should never be the keywords. Instead, spend time creating quality content that conveys your vision and mission. Inform your buyers about your products and services, provide little glimpses inside your company through staff introductions, and work to establish yourself as an expert in your field. If you can do these things with your blog, the SEO will take care of itself.

Do Sweat the Small Stuff

Your words aren’t the only things your buyers will read when they visit your blog. Every aspect, large and small, will be consumed and digested. Do your photos and images tell your blog visitors what kind of company you are, or do you use the opportunity to show? When you share videos, are they created with your brand in mind or do you simply share someone else’s work all the time?

Don’t Give Up

Orson Welles once said, “If you want a happy ending, that depends, of course, on where you stop your story.” The same can be said about a successful blog. Sure, you want your blog to be a success, but you can’t expect to gain traction overnight. You’ve got a long road of quality content, connection with buyers, and proving your expertise ahead of you. If you give up today, tomorrow might have been the day you found wild success. If you’re still unsure of building your brand through blogging, we can help. Let’s take a look at your brand and message, and then we’ll help you share your thoughts with the world.