When And Why To Blog: 5 Steps To Getting Started

If your job involves sales, marketing, or attracting customer leads in any way, knowing how and when to blog is a critical skill. Blogging is a key lead generation mechanism, and a great way to set you apart from your competition. In fact, marketers that prioritize blogging see 13-times the ROI of businesses that don’t.1

But why blog if you already have a website that outlines your company, products, core competencies, and values? Websites are usually about selling, whereas blogs are about educating and engaging with your customers on topics of interest or relevance to them. Blogging can also improve your SEO and drive increased traffic to your website, create word of mouth referrals, and helps you set your business apart as an authority in your particular subject area.

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The Targeting Advantage: How Identifying Your Ideal Prospects Will Help You Close More Deals

While it may be tempting to cast the widest net possible when trying to attract new customers, this may not actually deliver the most—or the best—prospects. Today, growing your business doesn’t mean throwing a bunch of marketing dollars at generic campaigns and seeing what sticks; it’s about targeting the most ideal prospects in order to bring in well qualified, high-propensity leads from the start. A well crafted targeting strategy not only helps you cut down on the effort (and cost) required to find qualified leads while starting them farther up your sales funnel, but does double-duty by helping you hone in on the characteristics, needs, and buying processes of your ideal customers. With well-defined personas and segments, you can approach the right prospects with most relevant offers at the right time and increase the likelihood of closed deals.

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The “3-30-3” Rule: Does your marketing content measure up?

So you’ve decided to incorporate a content strategy into your marketing plans—great! While numbers show that conversion rates trend at six times higher for companies leveraging content marketing than those that don’t,1 simply putting content out there doesn’t guarantee it’s going to resonate with your customers. In a previous blog, we discussed some of the key best practices for a content marketing strategy, including the value of quality over quantity and talking to your audience’s specific needs and concerns. But even if your content is highly relevant and well executed, in today’s fast-paced world it can be particularly challenging to catch – much less keep – a prospective buyer’s attention. Well, that’s where the “3-30-3” rule can help guide you in crafting content that draws readers in and makes an impact.

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With over 90 percent of today’s customers reporting they are more likely to interact with brands that recognize them and provide relevant offers or recommendations1, it is vital for businesses to implement a personalization strategy in order to remain competitive.

Gone are the days when simply placing a customer’s name on an otherwise generic sales or marketing email suffices as a personalization strategy. The modern customer expects brands to provide highly relevant engagement and offers that account for who they are, what they need, and when they need it. In fact, more than 74 percent of customers are frustrated by receiving irrelevant, impersonal content.2  For companies that wish to survive in today’s aggressive economy, it’s all about engaging the right customer with the right message or offer, at the right time.

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