By: Copywriter Alison R Bowyer
As a small business owner or start-up, you don’t need me to tell you that it’s important to market your business.
But have you heard of inbound marketing? And do you know what it means for your small business?
What is inbound marketing?
Whereas in the past, attracting customers was all about selling your business through traditional practices such as paid adverts, cold-calling and face-to-face selling, inbound marketing is about using content to attract potential customers through building positive relationships with them and establishing trust.
The goal is to make yourself helpful and valuable to people, so they’re more likely to choose you when they’re ready to invest in a product or service.
At the heart of your inbound strategy should be a commitment to treat people well, at every single stage of your business relationship with them.
And this doesn’t just apply to paying customers. You can use your inbound strategy to network and build meaningful relationships and mutual trust with other professionals in your field.
How can blogging help your inbound strategy?
Blogging can form a big part of your inbound strategy. If you already have a live website and you’re active on a few social media channels, then blogging is a brilliant way to engage with your readers and encourage traffic to your website.
It will also help you stand out as a professional in your field. Scroll through any social media feed and you’ll see many posts advertising the same services that you offer.
The chances are most people will scroll straight past them, writing them off as just another advert.
But give them a reason to visit your site and you’re one step ahead.
What are the benefits of blogging?
- Adding regular fresh content to your website will make it more visible to search engines, so you’re more likely to be found on-line when people search for your service or product.
- Visitors to your website are more likely to come back if they find interesting content that help them to solve their problems.
- You can demonstrate your expertise and knowledge through your blog, effectively proving that you know what you’re talking about.
- Sharing your blogs on social media gives people a reason to visit your website and come back.
- You can use calls to action on your blog to encourage further engagement with your reader.
- You can share knowledge and information with other professionals in your field, building meaningful relationships.
So you can see that blogging is a worthwhile investment but what should you write about?
What on earth can I blog about?
The trick is to be helpful to your readers. So think about what problems they might have and how you can help them to resolve them.
Primarily, you will want to write articles that are interesting to your potential customers.
But don’t rule out writing for other professionals in your field. By doing this, you can demonstrate the level of skill and knowledge that you have.
It helps you to build mutual trust with other professionals and this, in turn, shows potential customers that you have integrity as well as ability.
You might find it useful to read my earlier article: Seven blogging tips for start-ups.
Where does social media fit in?
Social media is a fantastic tool for sharing your content on-line to your target audience.
A common mistake is to use it as a selling platform. This can be annoying for readers and even come across a bit desperate.
But sharing your blog is a brilliant way to engage with readers and an opportunity to show them that there’s more to you than empty sales patter.
So rather than publish a slightly desperate sounding message asking for work, share a blog post that will actually interest the reader and demonstrate that you’re the real deal.
It’s perfectly okay to share blogs and content from other professionals in your field, as long as you don’t pass it off as your own work.
Credit them and you’ll probably find they do the same for you. Again, it’s all about building good relationships.
I hope you’ve found this overview of inbound marketing and blogging useful. If you’re a small business owner or start-up,
I’d love to hear your feedback on this article. Just drop me a line email@example.com and tell me what you think! (There’s also a contact form below).
Until next time.
Thanks to Pixabay for images.
I’m a Freelance Copywriter based in Milton Keynes. I offer website copywriting and blog content to businesses across the UK.
If you’d like to ask me a question or request a quote, please fill out the form below and I’ll respond within 24 hours.