How to Use Blogging As an Inbound Marketing Strategy

How to Use Blogging As an Inbound Marketing Strategy

Inbound Marketing focuses on bringing the customer to the business, instead of the business searching for the customer.

Inbound marketing is turning into an frequently more popular choice for businesses online. If you need any online nearness, it is essential that you position your website, product or service with the goal that it can be found by potential buyers. Since the possibility of inbound marketing has been around for a little while, there is a considerable measure of information to process.

In the digital/online space, compelling content is one that gives applicable and profitable information to people along the continuum of Visitors- – Leads- – Customers. This is the thing that Inbound marketing fascinates.


As indicated by Hubspot Academy, “Inbound marketing is the way of attracting customers through important and accommodating content which increases the value of them. Online content can be in a type of video marketing, social media marketing or blogging”.

It’s all about attracting individuals to your organization normally and naturally. Rather than conventional marketing methods that include purchasing consideration through advertisements and other exclusive material, inbound marketing focuses on winning your group of onlookers’ curiosity.

Inbound marketing is a general business strategy with the real objective of getting your business and additionally website found by customers. Rather than conventional marketing that depends on drawing in potential customers, inbound marketing depends on you situating your offer with the goal that it is effortlessly found. Run of the mill methods for achieving this online includes search engine optimization (SEO), social media (i.e., Twitter & Facebook) and content creation (i.e., blogging). Blogging is one of the most standard methods of online content and can be utilized for all stages of Inbound marketing.

Let’s take a closer look at what the methodology is, how it works, and why it will improve your brand’s appearance.


Stages of Inbound Marketing

The four stages of inbound marketing stages are:

  1. Attract
  2. Convert
  3. Close
  4. Delight

Following these stages will push customers from being strangers and toward being promoters of your brand! At each stage, there are particular methods by which this change is accomplished. It is imperative that your marketing activities are auspicious and focused on, and this is the thing that the methodology plans to enable you to achieve.



Attract Visitors

You will probably use a blog post to attract strangers to your website and change them into your visitor on getting to your website. Your blog post ought to contain significant keywords and information that answers your visitor’s questions, address their issues and give bits of knowledge to helping them accomplish their objectives.

“When someone picks up your marketing materials you have 30 seconds or less to convince him or her that you can help. The Buyer is saying, you better tell me something from the beginning that blows my mind, changes my world, or makes me say, where have you been all my life?”

To attract your buyer personas, you can do the following things:

  • Blogging

Start a blog that is coordinated with your first website. Blogging is extraordinary compared to other methods of command in the “attract” stage of the methodology. A blog takes into account purchaser commitment with your brand. Blog content can include industry tips, trends, audits, comparisons, and even visual content, for example, recordings and infographics. Give a voice to your organization, and let blogging be your lawyer. Your blog ought to instruct and draw in your buyer personas in a way that addresses them. Use the language they utilize, address their disappointments, and offer resolutions.

  • Social Media

Developing and keeping up a social media nearness is also critical for attracting visitors to your business. It not just goes about as another fantastic asset to share and advance your exceptional content but at the same time is key for refining your business. Your social media profiles can be more casual and easygoing than your first website and are an excellent place to flaunt the identity of your brand and the considerable individuals who run it. Set aside the opportunity to assemble and support your business relations on social media. This will fabricate included confide in, straightforwardness, and expert for your organization. On the off chance that your ideal customer is on social media, your business ought to be as well. Possessing an equal computerized space from your target audience is essential to a fruitful inbound marketing strategy.

  • Keywords

Optimize, optimize, optimize. Keeping in mind the end goal to drive qualified traffic to your site you have to rank noticeably in search comes about, and accomplishing this to a great extent comes down to keyword optimization. To do as such, you have to realize what your targeted buyers are searching for and use those keywords in your content. Keeping in mind the end goal to rank you have to put your keywords in the places that search engines crawl. This combines the URL, page title, H1 header, body content, alt text for images, and tags. Keywords help search engines figure out what a page is tied in with, making it simpler to give relevant outcomes to searchers. Not exclusively will doing these things enhance your rankings. However, it will bid more to your personas when they explore to your content. Try not to throw keywords into your content that is random to the setting of a bit of work. This won’t just disturb potential buyers yet in also unfavorably influence your page authority with search engines.

  • Web Pages

In addition to the fact that you should optimize your website with keywords, yet it ought to likewise be optimized in a way that apparently and interactively bids to your buyer persona. Using satisfying images and illustrations, having an easy to use a route, and also, an interconnected link all through your website, are vital to optimization. While keywords will enable clients to discover your pages, ease of use and attractiveness will keep them there. Notwithstanding on-page Website optimization using keyword optimization, it is likewise critical to producing outbound links. These are links on other webpage’s that prompt the pages on yours. Having outbound links gives your website expert, which influences your rankings on search engines. These links, in any case, should be based on dependable websites. Having a cluster of arbitrary links will accomplish more mischief than great.


Convert Visitors into Leads

After attracting your website visitors, you convert these visitors into leads using website email forms and chat messaging channels where your prospects can submit their contacts such as email address or phone number. This provides a communication channel to continuously provide relevant information, build rapport and credibility with your prospects.

Here are some essential features you can do to make an exchange of information useful for a marketer:

  • Calls-to-Action (CTA’s)

CTA’s are buttons or links on your website that entice visitors to take action that will enable them to access one of your valuable resources. This action, for example, can be to “Download an eBook” or to “Attend a Webinar.” Make your CTA button enticing by using eye-catching graphics and clear and compelling wording so that visitors will not only see it but also be willing to click on it.

  • Landing Pages

Once your visitor clicks on your CTA, they should be directed to what is known as a landing page. This is the stage at which the exchange process is fulfilled. The landing page should include a form for your visitors to fill in with their contact details. This form should be optimized for ease of use. Some common fields include name, email address, company, and role. After submitting the form, your visitors will have access to the resource highlighted in the CTA, and you will have a new lead! You can now begin having a more targeted conversation with your buyer persona, leading them further along the buying process.

  • Contacts

As you continue to generate new leads, it is essential to keep track of them. Creating a marketing database will help you keep track of which interactions you have already had with specific leads and what the appropriate next steps will be in your marketing efforts. Will it be an email marketing strategy? Social media? Marketing automation? Keeping your contacts organized will make the lead nurturing process efficient and effective!


Generate Leads into Customers

This is the stage where you generate the leads into customers by getting them to make a buying decision or to take a valid action. This is achieved by using automated email sequences to send your prospects messages to build credibility and to identify their problems and goals.

Subsequently, you can send them specific information about the benefit of your products and how it will solve their problems. This is called PRESELLING. Preselling increases the conversion rate and the odds of making sales.

The following techniques that will help guide your leads into becoming customers:

  • Lead Scoring

Lead scoring is a tactic by which you assign a numerical value to the sales-readiness of a lead. You can determine a prospect’s readiness by tracking their behaviors and web activity to determine their level of interest in your brand. You can use this score to determine the what marketing or sales initiative should be taken with different groups of leads.

  • Email

Another method for guiding your leads to becoming customers is by engaging with them through email. This is a good tactic for leads who have interacted with your content but have not yet made a move to buy. Your goal is to build their trust in your business so that they can make the final leap. Sending a progression of emails with relevant, engaging, and helpful content is a great way to achieve this.

  • Marketing Automation

Target your communication efforts with marketing automation. It is the union of email marketing and targeted sales. This is one of the most effective ways to nurture your leads. It involves the development of a tailored communication campaign through email and social channels. Depending on where your leads are in the marketing funnel the context of your messages will vary. You can determine the appropriate message for each lead by taking stock of how they have interacted with your business. Have the downloaded a whitepaper on a particular topic? Have they liked your Facebook page? Attended a webinar? With this information you can modify your messages to the interests of your leads, thus building your relationship with them in the hopes of closing them as customers.

  • Closed-loop Reporting

This step is critical for determining how well your marketing and sales efforts are working. Have your sales team regularly report to you and the rest of the marketing team with the status of their leads. This will help you understand where the best leads are coming from and conversely, which efforts have been weaker. Integrating this with your customer relationship management (CRM) software will give you insight into how well your marketing efforts are working with the efforts of the sales team. With this data, you can work on refocusing those efforts that are less successful to create a robust conversion strategy.

NB- Prospects buy only from marketers they trust thus do not sell your products to a prospect immediately you get their contact. Build rapport first and get to know them.


Delighted Customers

This is when a customer has been thoroughly satisfied with your product/service and becomes a loyal customer. Also, your customers may even go the extra mile to refer friends and families to you.

You do this by continuing to engage with your customers through content that will delight them. Highly targeted calls-to-action, interaction on social media, and email and marketing automation are some of the most effective strategies you can use to achieve this. By delighting your customers, you create greater sales opportunities – not only with your existing customers but also with those that they share their positive experiences with!


There are three components for a successful inbound marketing campaign:

1. Content: Every Inbound Marketer knows that content is king. Information and persuasive writing, helpful tips, and tools help attract potential customers to the company’s website or business.

2. Search Engine Optimization (SEO): Potential customers find this informative content much easier through SEO. Building your site, and building up inbound links to your site, through optimization and website design “best practices” maximizes your search engine rankings. SEO brings your product, website or company in the public’s eye so that they can begin the buying process.

3. Social Media: When the content is beneficial, informative and exciting, people tend to discuss it with their friends, family, co-workers, etc. Distributed across several networks, it gains credibility and authenticity, making it more likely to draw people to your website.


  • Identify Your Buyer’s Persona

You need to identify your ideal buyer’s demographics, interests, needs, and goals. This helps you to attract the right customer and increase your conversion rate.

  • Consider Your Buyer’s Journey Stage

The content of your blog post should be determined by whether your client knows what your product/service is or not. If your target reader does not understand your product/service, then you have to simplify your information and educate them until they can make a buying a decision.

  • Drive Targeted Traffic to Your Blog

Organic traffic methods often do not attract visitors/prospects that fit your buyer’s persona.

In contrast, paid traffic enables you to target the specific persona of your ideal buyer while setting up the ads campaign. This method increases your conversion rate and online sales when correctly implemented.


To effectively target an audience, inbound marketers need to understand their audience first wholly. They do this by registering or co-registering with other websites that target the same demographic. Websites like online shopping sites have a wealth of customer information which they can share for specific costs. This information can then be used to identify what the target audience wants. Once businesses know about these preferences, they can create content that will effectively attract the audience and eventually turn them into customers.

Finally, blogging is an effective inbound marketing strategy which can be used to drive traffic, increase conversions and sales online.

Sudipta Das

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