Blogging Key To Elkhart County Builders Website Traffic
Vern Heacock and his wife Diane, President and Secretary / Treasurer respectively, have owned and operated Town & Country Builders of Goshen since 1978. They are known for their beautiful Builder’s Association of Elkhart County Parade of Homes floorplans and architectural designs. Recently, Vern contacted DIR Incorporated to ask about ways to drive more traffic to the Town & Country website.
Our response was simple. “Much like building a home, you must first understand the natural energy advantages and feasibility of the land you are building on, the compliance, laws and regulations permitting you to build in an area, and the goals of the family that will live in it. This all leads to creating a blueprint of the structure.
In the world of digital marketing, we use a tool powered by Hubspot call Marketing Grader as a base point for understanding where a website is performing well, and what areas can improve. This is not solely for the purpose of driving traffic to a site, but, also for capturing leads and critical data.
Blog Proves To Be Low Hanging Fruit.
Whenever your website has a blog built-in, such as a WordPress there are 6 key things you want to do to enhance the performance of your blog and website:
Set up a blog.
Set up an RSS feed.
Link to your blog from your home page.
Add social sharing buttons to your blog.
Add social subscription options to your blog.
Add an email subscription option to your blog.
The results for the grader indicate Town and Country Builders of Goshen, LLc has all six components. So, when we recommended blogging they naturally asked, ” We have a blog, when will our blog start producing results? “.
As you can see from the screen shot, the last blog they posted was in May 2013, that’s over 8 months ago. Blogging must be consistent and have a purpose. Let’s dive deeper into this now.
Identify Your Purpose for Blogging
What’s your purpose for wanting to blog in the first place? If it’s simply due to the persuasive narrative of having content know body cares about in order to dominate your Twitter feed, you are already lacking direction and any real strategy for achieving the results you desire. So, What do results even look like, anyways?
You first need to define what the overall objective is for blogging as it relates to your overall business goals. Is it to simply generate more website traffic and raise your brands awareness? Are you trying to drive more qualified prospects to your website in order to improve your churn and opportunity-to-customer rate? If you are not sure of any of this at this point, we recommend you schedule a FREE 15 minute consultation with us to figure this out together.
Your Blogs Value Proposition
Your goals are important, but, perhaps even more critical is understanding the value you are providing to other. Consider this your content mission statement. Any blogging strategy absent of a content marketing mission statement will have a hard time achieving any traction, because it lacks focus and purpose. For example, our content mission statement is:
” To deliver sales and marketing content designed to guide and improve the digital performance and topline revenue of businesses across the Michiana region”.
Expecting results from your blog prior to identifying the value your blog will deliver to your target audience is like asking how long it’ll take to lose weight while sitting on the sofa, playing video games and drinking diet soda. If you are interesting in learning about this, I highly recommend you check-out our FREE Content Marketing Handbook.
Traffic is only good if you Capture and Measure it.
We found a few other improvements that could be made to Town and Country Builders website. The ones that stood out the most were to lack of a visitor tracking tool like Google Analytics, [which is free], and no forms tied to a marketing automation system. Why this is important?
You probably hear some people brag about how many “uniques” (unique visitors) come to their site each day. They know these numbers because they measure them. However, while most of those people bragging about the sheer volume of visitors will improve their Alexa ranking, they are not likely experiencing greater profits. Why? Because, if you are getting a ton of website traffic, but, are saying to yourself, “I do not know who these visitors, how can I send them marketing materials?”. What have you really gained?
Marketing automation changes this equation. To get in on the action and start seeing real results, you have to move that traffic from the Internet superhighway and into your store /ecommerce / mailing list/etc. This is where lead scoring begins to taking form in the “Marketing Qualified Leads (MQL)” phase in Revenue-Driven Marketing.
Of course, now you want to know the best ways to capture these leads. Well, first start with content that has value (or perceived value) to your target audience at different levels of the customer lifetime journey. Look at some of the things we have done on this blog post for example.
On the upper right hand side we are sharing na eBook titled “Revenue-Driven Blueprint“, it is conveniently visible only to traditional visitors, not mobile versions our site. Then, when talking about setting goals we offer a consultation available on all platforms. Then, as you cover content mission statements we offer an eBook titled “Content Marketing Handbook” viable to all. In additional to these specific offers will have linked key words to relevant content. Each click, form entry, and visit is measured and used to improve our website and content for our blog readers.
So, when will your blog start producing results? Please share your thoughts and comments. Also, if you found this article useful share it with a co-worker or friend.