Blogging is a powerful channel for business-to-business (B2B) marketing. Whether you sell a B2B product or service (or both), a blog can help you attract more leads and generate more sales. To learn more about the B2B benefits of blogging, keep reading
Not all B2B marketing channels require a substantial monetary investment. While you can always spend thousands of dollars on direct mail and search advertising campaigns, there are other, less expensive ways to promote your B2B products or services. Blogging, for instance, requires very little money. You can create a blog using a free content management system (CMS) like WordPress, investing just a small amount of your time into creating new posts.
Blogging is the perfect lead magnet for B2B companies. According to Fact Browser, B2B companies that blog generate 67% more leads per month than their counterparts who don't blog. As your blog gains traction and gets picked up search engines, it will attract more visitors -- and more visitors means more leads for your B2B company.
As explained by the marketing experts at HubSpot, blogging establishes your business as an authoritative figure. Assuming you publish high-quality, informative content on your blog, prospects will view your business as being an industry leader. Of course, this means you'll have an easier time converting prospects into paying customers. If a prospect views your business as being an industry leader, he or she will feel more comfortable buying your products or services.
Furthermore, a blog offers new dialog opportunities between you and your prospects. This is because most blogs have a commenting feature that allows visitors can leave comments on posts. When a visitor leaves a comment on your business's blog, you can then respond to that visitor directly with your own comment. This type of business-to-audience dialog boosts engagement while showing prospects a more personal side of your company.
Finally, you can use a blog to announce new products or services offered by your company. Blogs are designed to generate a loyal following. When a prospect enjoys reading your blog, he or she may "subscribe" to it by adding the RSS feed to their RSS reader. The next time you publish new content, such as the announcement of a new product or service, the user will see it in his or her RSS reader.
These are just a few reasons B2B marketers should blog. You'll probably discover other benefits once your blog is up and running.