Simplify things by thinking of your marketing strategy as a car with many parts that must work together. Consider your blog the oil – you could neglect it for a while, but the car will run much better if you keep it fresh.
An updated blog will help keep the leads flowing, which is the fuel any B2B business needs to keep its wheels moving.
Of the seven reasons why B2B blogging matters listed below, all of them come back to the buyer’s journey, or the purchasing process. A typical B2B buyer is 57% through the buyer’s journey before they engage directly with a supplier.
In other words, the internet allows buyers to do their own research without the help of a salesperson. They can read reviews, learn about products through online articles, and watch videos and webinars to educate themselves on the problems they’re experiencing. Therefore, when it’s time for them to contact a sales rep, they’ve already identified the issue they’re having and have narrowed down their search for a solution.
At Matrix, it’s not uncommon for us to talk to leads after they have already done most of their research. So, we blog to capture that 57% by providing educational, helpful content that will guide them through the buying process.
Not only does blogging ramp up lead generation, it also helps Marketing Qualified Leads (MQLs) in our target market stick around.
Businesses who blog 16 to 20 times a month get more than three times more leads than those who didn’t blog, according to a Hubspot study on over 4,000 businesses.
The statistics don’t lie: blogging helps B2B businesses grow. With that in mind, keep your blogs updated, lively, and informative, and your marketing engine will coast effortlessly to lead generation. Click to Tweet!
Not convinced yet? Read on to learn about seven more reasons why B2B businesses should blog.
7 Top Reasons Why You Should Be Blogging
1. People have more reasons to visit your site.
When you have a problem, you want a straightforward, easy to understand answer right?
Same goes for people looking for an answer in the B2B space. If you want your company to appear on their Google search, you should write about topics that your potential customers are currently searching for. Your blog will provide an easy way to bring in new leads because you’re providing answers to their questions without even having to jump on a phone call with them.
You can then generate a regular following because if users know they’ll find something useful and new at your site, they will come back.
Hubspot found this to be true in their study of 4,000 businesses. B2B businesses who blog at least 20 times per month have five times more traffic than those who blog less than four times per month. Weekly and even daily blogging will bring interested readers to your site organically.
The fact of the matter is buyers go back to blogs they trust. With access to a seemingly infinite amount of information on the internet, readers stick with what they like best. Your blog should come across as knowledgeable, engaging and interesting and give readers a reason to come back.
How to give readers more reasons to return to your site? Diversify your blog by updating it with new and different content on a regular basis.
Provide helpful information in the form of articles, lists, how-to’s, and industry trends that people cannot get anywhere else.
Be sure there’s fresh content on your blog on a regular basis, and encourage readers to subscribe to your blog or check out other pages on your website through call-to-actions and integrated links.
2. Sharing information delivers a valuable sample of what you have to offer.
Don’t think of your blog content as a freebie – think of it as a test drive! Many would-be auto buyers take a test drive and fall in love with the vehicle. Even those who have the willpower to walk away to “sleep on it” are drawn back. Your blog should do the same for your business. Readers click on, read, and cruise away; but you will inevitably pull them back for more.
Pull your readers back by showcasing what you know best and displaying the complexity of the task.
Take BOSS Snowplow for example. This company sells snowplows and maintains an informative blog showcasing everything you need to know about plowing snow. While people may have started their Google search wanting to learn more about keeping their walkways clear of snow in the winter, after reading articles such as “Keep Sidewalks, Walkways, and Doorways Clean” and “Cutting Edge vs. Basic Angle Plows,” they may now realize they don’t have the tools to solve their problem and order a new plow from BOSS.
With a free tool from SEMRush, we can see that BOSS Snowplow has an average of 24.1K monthly visitors and is ranking for 1.4K keywords.
SEMRush’s free tool is a great preliminary tool to learn about your own business’s SEO, and if you want a full report of your website’s SEO to contact us and we can get you one!
BOSS and other business blogs show readers that their problem is more complex than they may have thought, and offer a basis of information they need to ask the next questions.
Showcasing your expertise in a blog should be done strategically and gives the reader insight into the value you have to offer. When we wrote a blog about implementing a PPC campaign, we not only helped readers learn about how to implement one themselves, we also helped them realize it is not a project they can throw together in one afternoon and forget about.
Take blogging as an opportunity to display your value and position yourself as a guide for your readers. You will build up your credibility and maybe even capture a lead by revealing your expertise and willingness to help others succeed.
3. Build a track record as an authority.
Your blog consistently shows people you know what you are talking about. [Click to Tweet!] Users will realize that you have a depth of knowledge, are invested in the cutting edge of your expertise, and are highly qualified to help them realize their goals.
At Matrix, we often get a lot of the same questions from our leads, so we answer them in blog posts.
Think of the last time you asked someone a question, and they gave you a long-winded, roundabout answer that left you with more questions than answers. You probably did not get the impression that they knew their stuff.
Now imagine you ask someone a question, say “Why should B2B businesses blog?” They give you a basic overview of the reasons and then follow up with a personalized email based on your conversation and ~gasp~ a blog post summarizing everything! Right there for you to reference and click around for more related information.
This business knows their stuff.
A blog is a source of information that every type of business can keep an arsenal full of their expertise to drive traffic and wow leads.
Even if your business sells something as simple as shoelaces, your blog could showcase details, such as the proper length of shoelaces for specific shoe types or why some laces fray while others don’t. Use your expertise and specialization to your advantage through blogs.
4. Backlinks increase trust. Get others to link back to your site.
Backlinks are like online referrals. When other sites think your work is worthy of reading, they may include it in their own blogs and recommend others visit your site.
These backlinks speak louder than words and are a great way to measure if your blog content is informative or not.
As you garner backlinks, search engines note the popularity of your site and move it up in search rankings. Backlinks are a sure sign, both to Google’s search algorithm and new readers, that other people like your work and that it is worthy of a greater audience.
Backlinks also increase your site’s domain authority. Domain authority (DA) is a search engine ranking score that predicts a website’s ranking abilities on search engine result pages (SERPs). A site can have a DA of 1 to 100, 100 being the highest score and is most likely to rank high on a SERP.
For example, Wikipedia has a DA of 100. This makes sense; Wikipedia comes up on the first page on almost every Google search. Your crazy uncle’s blog about conspiracy theories most likely has a lower domain authority and will not rank high in an organic search.
Why does domain authority matter in backlinks? Because a link from a site with a high DA is more valuable than one with a low domain authority. You would rather have Forbes or Entrepreneur link to your site than, well, someone’s crazy conspiracy-theorizing uncle.
Check out this great article from Moz, the developer of domain authority as a way to measure website’s search rankings and credibility. (See what I did there? This is what backlinking is all about!).
5. Opportunities to use keywords for search engine optimization.
SEO is part art, part math, part mystique. With updates from key search engines like Google’s Panda, Penguin, and Pigeon, rankings continue to shift.
A blog allows you to use keywords wisely (without “stuffing”) and helps you deliver valuable content that will endure through search engine updates.
Blogs give you an opportunity to rank in search engines when you strategically plan and organize your message around keywords. However, stuffing your blog with dozens of mentions of your keyword does not work to optimize your blog for search engines. In fact, keyword stuffing may lead you straight to Google jail, and it may be impossible for you to ever rank on the first page.
Instead, organize your content to communicate your expertise on the themes and topics you’re hoping to rank for. For example, if you want to rank for the topic of buying a new car, write multiple blog posts on different aspects of buying a car. Articles like “How to Negotiate Price When Buying a New Car,” and “Best Ranked Cars of 2017,” etc., will help you build authority on your base topic and push you up the results page.
If you’re looking for more tips on how to increase your searching ranking, check out our blog on how to improve your SEO.
6. Increase the number of indexed pages on your site.
More indexed pages, or the pages that Google recognizes, generate higher search rankings and put your website closer to the top of the search results list.
Googlebot generally crawls and indexes blog content faster than regular pages on a static website, so a blog that supports a website increases search engine rankings.
7. Improve your conversion rate.
Use your blog to inspire action and gather user details from your readers. To do this, you can include CTAs at the end of your blog asking for contact information to subscribe to the blog or to read more content. CTAs help to advance readers through the buyer’s journey, converting them from the awareness stage to the decision stage.
One issue that many companies face though is that you want to know as much about your readers as you can, and they do not want you to know anything about them – unless they trust you.
How can you build that trust to increase conversion?
For starters, your content better be good. Next, engage them. Maybe they will answer a poll for you, or give you a share on social media because they liked what they read.
Pro tip: Trust is not built when you bombard the reader with CTAs asking for their first name, email, phone number, job title, address, the name of first born, type of pet, what they ate for dinner last night…you catch my drift. When offering gated content, give them quality information and only ask for top-line information. When they return for more content in the future, you can ask for additional information – this allows you to slowly build trust over time.
The sooner you can intercept a buyer on his or her journey to purchase, the more likely you are to capture that lead and increase conversion. Use well-designed CTAs in all of your blog posts to encourage action and keep those conversions coming.
Just remember, you can get a lot of marketing mileage by keeping your blog updated and interesting. It will steer leads straight to you, boost your search results, and give more prominence to your site. Let your blog rev your marketing engine!