Is your data center currently using blog posts or other premium content to turn strangers into website visitors? Times have changed!
In the past, people would use blogs for personal use, for instance, to share experiences, life events, or personal advice. Today, businesses doing extremely well are creating and promoting educational blog posts, and other premium content to grasp the attention of their preferred customers.
The ideology behind blogging relates to the process of turning strangers into website visitors. The more content you create and promote, will not only get you noticed across the wide variety of search engines, such as Google, Yahoo, or Bing but will also attract complete strangers, whom most likely fit the description of your buyer persona, to become visitors of your website.
Developing information rich blog posts is not a waste of time since you can easily repurpose your material into webinars, eBooks, reports, etc. The different formats of material and content will attract buyers who are at different stages of the buyer’s journey.
As Joshua Feinberg, Vice President, and Co-Founder of SP Home Run, says “you’re primarily blogging to attract strangers to your website that have never heard of your company before and turn them into website visitors. Then, convert those visitors into leads, and use additional content and context of where they are in the buyer’s journey to close those leads into clients. Use content that’s most relevant to your clients to delight them, and turn them into promoters of your company.”
The Benefits of Blogging
There is a lot more you can do with blog posts than you probably think. You can turn blog posts into premium content for your website to generate qualified leads. So, what are the benefits of blogging?
First, blogging helps power organic search results. What this means is that when people type into Google or any other search engine a long-tail keyword relating to your content, it will assist your business in moving further up in rank and you may get a website visitor. It is optimal to be on page one of any search engine.
Social media is the second most powerful way to magnify your content and get it in front of the right eyes. As social media, can be very useful to promote content, it also has its challenges. For instance, there are numerous social media channels; including, YouTube, Facebook, Twitter, LinkedIn, Instagram, etc. Each network has different audiences and allows you to do different things. In this case, you must be sure only to use the networks that are relevant to your buyer persona. Joshua Feinberg recommends that to attract your ideal customer, be sure to join the right groups, use the right hashtags, and know where to spend most of your efforts.
Additionally, you can repurpose your blog posts to attract potential customers who are at different stages of the buyer’s journey. You can turn your educational blog posts into slide share presentations, videos, screencasts, webinars, eBooks, or use them for speaking panels and much more.
The Use of Blog Posts in the Inbound Methodology
There are many ways you can assemble content attractive to each stage of the buyer’s journey. The buyer’s journey consists of the awareness, consideration, and decision stages. We want to attract those in all stages of the buyer’s journey using the inbound methodology -- whether they are in the awareness stage, meaning they have a problem and cannot diagnose their issue, or they are in the decision stage, and they are firm about what approach to take in solving their problem. So, to be successful, you must publish content that appeals to each stage.
In the attract stage of the inbound methodology, your goal is to attract strangers and turn them into visitors. During this stage, it is critical to use blogs, keywords, and social publishing. By publishing educational and informational content, you are building trust with your buyer persona. Educational content will help them diagnose their issue and want to work with your company as they go through the buyer’s journey.
In the convert stage of the inbound methodology, your goal is to turn your website visitors into leads. During this stage, you should provide your audience with more premium content; and the use of forms, calls-to-action and landing pages come to life. Joshua Feinberg recommends repurposing your blog posts to generate blog bundles or create eBooks or reports from them.
Feinberg says, “the key difference between a blog post and something that’s going to generate leads is that it has to be in order of magnitude better. For someone to want to access that piece of premium content, you are essentially asking them to trade their business card information for what’s on the other side of that landing page. The more relevant it is to that buyer persona, the higher the perceived value, the more information you can ask for.” The more information you can receive from your potential leads, the more qualified those leads will be.
Close and Delight Stage
During the close and delight stages of the inbound methodology, your goal is to take those leads turn them into customers and accelerate those customers into future sales opportunities. During these stages, you continue to nurture your leads by sending your greatest content once or twice a week to people who have previously downloaded your content offers. Lead nurturing helps to build lead intelligence and trust, and it continues to educate your audience. In the end, your sales team will have an easier time engaging with your buyer personas.
Does your data center use educational blogs to attract potential customers? Let us know in the Comments below.
To learn more about how blogs can impact your data center’s success, watch our webinar recording, “Data Center Blogging Best Practices for Lead Generation and Sales Cycle Acceleration.”
Topics:- Data Center Colocation