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Breaking the Blogging Barrier

(October/November 2018) posted on Mon Dec 03, 2018

How to generate blog content that produces leads, attracts more clientele, and establishes your shop as a thought leader.

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By Kristen Klingensmith

Marketing approaches and the way that businesses effectively reach their audiences have changed dramatically. The landscape is different, and consumers expect more. The tried-and-true methods for capturing sales from years past just aren’t cutting it any longer.

Think about it: Do you listen enthusiastically when you answer your phone, just to hear a canned sales pitch from the other end? What about when you’ve settled into your workflow, and your assistant informs you that a slick salesperson at the front desk is trying every possible trick to get 15 minutes with you? Or when you’re scrolling Facebook after a long day at the office, and an old high school classmate drops in to your messages to hawk dietary supplements, stretchy clothing, or makeup? These are all forms of interruption marketing, and they suck. 

The best case scenario is that these methods get a polite “I’ll think about it and get back to you,” and maybe a stifled sigh. The worst case scenario? Irritation, annoyance, and an overall negative opinion of the product or business. Today’s consumers still thrive on the discovery of new products, but they tend to be repelled by interruption marketing. Instead, they prefer to interact organically with brands through inbound marketing methods.

Understanding Inbound Marketing

Inbound marketing isn’t just a fancy buzzword thrown around LinkedIn comment sections. It’s a real and effective methodology that counts on potential consumers finding your brand naturally through search engines, social media, word of mouth, etc. These visitors click through, like what they see, and want to know more. This first interaction with your brand is positive, and sets the tone for a strong relationship. Your business capitalizes on this curiosity with well-placed calls to action, email lists, or other ways of grabbing contact information. Before you know it, your visitors are turned into potential – and willing – leads. No cold calls, stone-faced receptionists, or endless mailers in the trash. You have real leads who are interested in what you have to say!

There are a ton of ways to go about inbound marketing – too many to count here. Our printing company, Nonstop Signs and Graphics, has poured our resources into our very favorite technique: Channeling our knowledge and unique perspective through engaging content on our blog. That’s right! One of the best ways to attract potential clientele and make believers out of regular web-surfers is to write blogs, and write them well.


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