Inbound marketing lead generation can sometimes feel like a philosophical discussion about the chicken and the egg. Does Facebook drive traffic to your website or does your website drive your Facebook traffic? A deep question indeed.
Amid the uncertainty about which social media platform to use and what keywords to choose, one truth about inbound marketing stands out. Blogging drives traffic to your website. More traffic to your site means more leads and more leads means more conversions to sales. And more sales, means more profit and more progress toward reaching your core business goals.
Companies participating in business blogging will provide loads of anecdotal information about how much traffic their blogs generate. These stories paint part of the picture, but hard numbers fill in the rest.
- Companies that blog see 55 percent more website visitors than those who don't blog.
- Over half, 57 percent, of companies have acquired a customer through a business blog.
- Consumers are more influenced by blogs than they are by social media.
- Companies that publish 15 or more blog articles a month have five times more web traffic than companies without business blogs.
- Companies that blog experience 70 percent more inbound marketing lead generation than companies that don't.
The data goes on. Researches have tracked increased inbound links, an increase in indexed pages and lower overall marketing costs. All the data backs up the anecdotal information heard from marketing executives and inbound marketing aficionados. Blogging works.
How it Works
Blogs work primarily by adding useful pages of information to your website to increase your online visibility. And the more optimized pages you have on your website, the more likely potential leads can find you when they go looking for an answer to their problem or a service to fill a need.
Blog articles also work by becoming shareable content you can cross-promote on your social media channels or in email newsletters expanding your content to new audiences. Blogs also increase the odds other sites will link to your traffic providing yet another avenue to drive traffic to your website.
Each time a potential lead finds your blog through a search engine, a social media channel or another link, it provides an opportunity for you to drive that audience to your website.
Doing It Well
Anyone can start a business blog, build an index of pages and share blogs on social media. However, the secret to using blogs to drive inbound marketing lead generation is to do the blog well.
Today's Internet user is a savvy one and can recognize blogs intended to educate, inform and engage, and those intended to merely provide a vehicle for keywords. So while quantity matters in the business blogging world, quality might matter even more.
To develop a high quality blog, update it regularly, write compelling and original content, and create actionable content readers can use and apply in their lives or at work immediately. As word of your blog spreads, you create an audience who then drive even more traffic to your website.
So, while we can't solve the chicken or the egg question, we can reliably say business blogs drive traffic to your website and drive lead generation. Let us know what you figure out about the poultry.