The sign over your storefront and an ad in the yellow pages aren’t going to give you the traction you’re looking for, and no one wants to be bothered by cold calls from pesky salespeople. Much more effective, in so many ways, is the inbound approach to marketing, which we at Rhino specialize in.
Inbound marketing centers around using content to attract visitors to your website, to keep them interested and ultimately to convert them from casual visitors into customers. Content is such an essential part of the inbound process, that some people use the term “content marketing” to describe “inbound marketing.”
There’s no question that blogs are a part of the culture at this point in time. In fact, it’s so much so, that you may be surprised to find that blogs have a practical business application. But obviously, we’re not talking about the rambling, perhaps self-indulgent personal blogs we’ve all seen.
Almost 40% of businesses today use blogging as part of their marketing efforts, and those that do enjoy a 55% increase in web traffic compared to those who don’t blog. Additionally, as a culture, people today trust blogs. Over 80% of consumers say they trust information they find in blogs, and more than half have reported that they’ve made purchases based on information they got there.
Today’s consumers tend to start their attempts to find information with a web search. We at Rhino will meet with you to learn what makes your prospective customers tick, what their issues and concerns are, and what they’re looking for answers about. With your input, we’ll identify the keywords they’re searching for, and build a blog schedule around those topics. It’s important that blogging is done frequently and at regular intervals. This keeps the content on your site fresh, and keeps you ranking high in the search engines.
Blogging doesn’t immediately bring your new sales, but it does bring more web traffic. Typically 80% of blog traffic comes from brand new visitors who have not seen your site previously. We sometimes think of blogging as a “loss leader,” since it attracts people to your site, where we can work the magic of inbound marketing to convert them into buyers.