How keeping a blog will bring you new clients – Inbound #5

Whether you are an entrepreneur or a marketer, a beginner or a seasoned professional, you are always looking for an accessible way to grow your business. A user-centred strategy can give you precisely what you are after — in terms of SEO, lead generation, and brand image alike. How? Through the creation and regular maintenance of a blog for your brand!

"How will a blog help my SEO?"

Every additional piece of content, every new article, feeds your website and therefore adds to its weight in terms of search engine optimisation. With high-quality articles, Google will recognise you all the more readily. Moreover, when you publish a new article, you do not stop there. You talk about it, you promote it. You share it on your Facebook or Twitter accounts, you post it in social media groups, and so on. All this activity brings new traffic to your article, and therefore to your website. And traffic is also one of Google's ranking criteria in its search algorithms.

"How will a blog attract clients?"

On the one hand, a well-ranked website is one that prospects will find more easily on search engines by definition. On the other hand, your potential clients face challenges and have questions. Your blog articles are the opportunity to answer them. Prospects will find you in their search for solutions, and will want to read your content because it will match their expectations. And that is precisely the first step of a user-centred inbound strategy: attracting prospects before converting them into clients.

"How will a blog generate leads for me?"

Once a visitor has been to your website, a door to them opens. After all, if they were interested in one or more of your pieces of content, they may well be interested in your offers and become a lead. As a reminder, and to simplify: an offer is a downloadable digital file that you give to internet users in exchange for their email address. An e-book, a podcast, a template — an offer can take many forms. Your blog articles can promote these offers in a strategic way. Example: a visitor is looking to create a website and lands on your article "The 10 things to consider before building your website". The article interests them, and they see an image at the bottom — a Call-to-Action button — reading "Download the complete brief template for building a website, free of charge". They click, enter their email address, and download the e-book. The anonymous internet user has thus become a lead. The blog article helped them discover your website and also allowed you to gather information about them (their email address) — and all of this with their explicit consent.

"How will a blog build my brand image?"

First and foremost, a blog where you offer advice and address your clients' challenges sets you apart from the competition. You are not there to sell your services or products at any cost, but to bring something of value to your clients. They will notice this clearly. And when they ask themselves which brand they trust most, or which brand they prefer, those like yours that have helped them will stand out against those that have relied solely on a commercial approach. Of course, writing articles that address your clients' problems does not prevent you from also discussing your products or services from time to time. The commercial dimension should not disappear entirely — the key is to find the right balance. Furthermore, these articles will confer expert status on you in the eyes of internet users. By offering advice in a given field, addressing issues specific to your sector, and passing on knowledge, you build the trust that prospects can place in you: you know what you are talking about, and they can see it clearly. As a key element of a user-centred inbound strategy, a regularly updated blog is the first step towards greater brand recognition and a broader client base. To be truly effective, this first phase must be combined with the second: promotion (via social media in particular). But even on its own, it helps to improve your SEO and lay the groundwork for your user-centred strategy. The only investment this phase requires is measured in time: time to research and verify your information, and of course time to plan and write your content.

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