The concept of blogging has too often been considered a frilly marketing technique reserved for consumer industries or trendy tech start-ups. But with the emergence of an increasingly digital age, blogs are becoming more and more important and it’s time to get your business on board. If, like many others, you think that blogging is only relevant in the B2C space and isn’t worth the time it costs your B2B business, here are some reasons why you may want to reconsider.
With more businesses than ever before now occupying a digital space, it isn’t difficult to believe that 71% of firms looking for B2B services start their research online with a simple Google search (Google via HubSpot). So making sure your business’ website is visible to potential clients should be a main priority, especially when trying to generate leads.
WHY BLOGGING IS IMPORTANT
Even the most swanky, informative, easy to navigate website will only get you so far. Unless you’re posting fresh content often, the static nature of your website will cause it to eventually get lost in the amass of other, more frequently updated, websites. Posting regular blogs with novel and industry-relevant content is one of the best ways to improve your SEO and climb the ranks on a search engine’s front page.
In fact, 72% of marketers named relevant content creation as the most effective SEO tactic (Ascend2 via HubSpot). By using keywords and adding indexed pages you can further improve your chances of getting noticed by potential clients.
And what can this – if done correctly – lead to? Well, recent research has found that websites occupying the first position on a Google Search Results Page (SERP) achieve a desirable 34.56% click through rate (Advanced Web Ranking via Hubspot). Similarly, B2B businesses that blog over 11 times per month have almost three times more traffic than those who blog just once a month (Hubspot). Simply put…
More visibility = more traffic, and more traffic = more leads.
If that’s not enough to convince you, here are five more reasons you should be blogging:
- An unrestricted platform: blogs offer a designated space for your business to showcase thought leadership and have its say on your industry
- More visibility for your firm: blogs are another channel to promote your services and expertise, which will help you to start conversations with prospective clients
- A library of content: stop wasting time, repurpose content from your blog and use it for social media, case studies, pitches, opinion pieces and more
- Direct the user journey: direct potential clients to topics relevant to them. This will show that you understand their issues, and demonstrate how your services match their needs
- Reflect your brand’s identity: reinforce your vision and values to attract your ‘perfect’ clients. If your brand isn’t targeted it’s likely you’re trying to appeal to everyone and failing to appeal to anyone – make your services, experience and direction known in your blog!