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Much has been said about using a blog as a marketing tool but most people writing about this subject don’t really get into specifics. I think it’s necessary to define the purpose for your blog before you begin. Is it going to be a traffic tool where you send traffic to your website then close the sale? Is it going to be a way that you draw people to subscribe to your e-zine? Are you trying to sell through the blog? It’s important to define what you want it to do before you begin.

One of the legitimate purposes for a blog is to use it as a lead generation tool. There are several ways to do that, but they all involve writing compelling content that draws people to read. Then, every blog post you write needs to focus on helping you obtain that overall goal.

Two aspects of blogging that you will use to draw traffic to your blog are SEO and social media marketing. The SEO part is the use of keywords and links to get your blog posts to rank in the search engines for words that you think people will use to find you. If you do that part successfully then you’ll draw more traffic to your blog from organic search rankings. But just because you appear in the SERPs doesn’t mean they’ll click on your link.

Your blog post title will go a long way to getting people to click the link. You want it to be compelling. It must contain your primary keyword and it must get people to click your link in the SERPs to read your blog post. Then your blog post must contain some great content that gets people to take the next course of action: Opt in to your e-zine, visit your website, etc. Make sure that you pick one thing for each blog post that is the goal for that blog post. What do you want people to do? Define the action you want readers of that blog post to take then write the blog post toward that end. This is lead generation. You are leading your readers to a specific course of action.