Our previous inbound marketing posts focused on building buyer personas, keyword research and value propositions. In this post, we talk about pulling those things together in a blog post to be effective at ranking well in search, producing useful content for your target market and converting readers to buyers.
The whole point of making buyer personas is to learn more about who your target market is and keeping that in mind when designing marketing messages, among other things. You can also use that information to write blog posts. A key purpose for your blog is to draw your market in with content that delights them.
For example, maybe you have a product or service that has a long sales cycle and requires a lot of education to buy. You can use a blog to educate buyers so they have more information at their fingertips when they do decide to purchase from you.
Perhaps there are tips related to a service you offer where you can teach your customers how to do it themselves. For example, a computer hardware and repair company could use a blog to show visitors how to do their own repairs on a corrupt hard drive.
Just as you would use your personas to design marketing messages or products or services; you should also use them to design the content you produce for your blog.
An additional benefit to blogging for your business is that you expand your opportunities to rank for more keyword phrases. Search engines rank web pages and not entire sites. Each page or document is best optimized for a single keyword and its variants. In this way, a search engine knows that a particular document is relevant to a specific query.
Following these concepts, webmasters and marketers only have so many pages on a website to optimize for keyword phrases before they run out. With a blog, though, each new post is a new page, and hence a new opportunity to target a keyword phrase.
You can use the keywords that you developed in your research activities to plan out the posts you will have on your blog. Start with words that you want to rank for most or that have the greatest potential for developing useful content.
It is very important that you create a balance between optimizing a post for a particular keyword phrase and actually making the content useful. Typically (for content visible to users), having the keyword in headers of the page as well as sprinkled throughout the copy is a very effective strategy. With that in mind, you shouldn’t force keywords into your writing. If things look unnatural, not only will it turn visitors off but it may look deceptive to a search engine.
Your company’s value proposition can be used in many of your marketing and sales activities. It can also be used in blog posts. Remember that many people go online to look for information. More precisely, they are looking for detailed, useful and — most importantly — free information.
A blog is a great venue to provide that free information, and it’s also a great place to convert your visitors into customers. Whether people are looking for information before they buy or how to do something on their own so they can save money, they invariably end up in the same position of deciding that they want to buy. A call-to-action at the end of your blog posts with your value proposition is a perfect conversion prompt for people shifting from the information search phase the buying phase of their online activity.
Ideally, your value proposition should be in the form of an image, or at least linked text to a landing page where visitors can perform some sort of action. HubSpot is a company doing this every well.
What other ways can you tie together buyer personas, keyword research and your value proposition other than blogging? Join the conversation by commenting below.