Need to Reach Out to Leads? Blogging from a B2B Perspective

Posted by on February 8, 2012 in Marketing [ 0 Comments ]

Nowadays, a common online marketing practice for businesses is to tie a blog with their website. Regardless of whether the company is selling pet supplies, sandwiches, or airline tickets, a blog is a useful way for businesses to reach out to their customers. But if your company is selling its products and services to other companies, your blog will need to take a different direction.

For a B2B company, the challenges of blogging are not necessarily more difficult; just simply different. The audience will most likely be more business-minded, and interested in news, evidence, and knowledgeable content. However, by clearly defining a blogging strategy ahead of time, the B2B company can construct a blog that allows them to directly connect with leads and prospective customers.

5 Tips to Help B2B Companies Start Blogging

According to HubSpot, 2 out of 3 marketers find their company blog important to their business. Companies with blogs generally have 55% more visitors, as well as 67% more leads than those without blogs.  Considering these statistics, it’s extremely important that B2B companies implement a blog into their online marketing strategies. However, the main question arises from the correct way to construct a B2b blog. The following five tips can help companies create a blog that serves as a voice for the company, designed to reach out to B2B customers:

1. Define Your Audience

The ideal customer profile depends greatly on the product and services of the B2B company. Some companies have customers within certain departments, while others may look to target CEOs and C-level executives. Before starting to develop content for the blog, it is important to understand exactly what your audience is looking for, and what type of content is most likely to interest them.

2. Tailor Your Content

Your content will depend on a variety of factors, such as the niche of the company, the audience and the type of product or service. For example, a company that targets auto manufacturers may want to write articles about current trends and developments in the industry. On the other hand, B2B companies that target Marketing and Sales departments may prefer to focus on white papers and case studies on best practices.

B2B blogs have a number of options when it comes to quality content. Certain companies may want to produce tutorials and guides that provide readers with knowledge. Others may focus on producing market research and industry news, giving readers access to statistics and current events. Regardless of the type of content produced, it is important that blogging stay away from excessive promotions. Leads are sensitive to advertising, and may be turned away from a blog that employs this tactic.

3. Stay Active

Without active engagement, a blog is most likely to remain in obscurity. Respond to comments, add links to social media, and make sure that you provide visitors with timely, relevant content. In addition, engagement with readers can also build brand loyalty and turn them into prospective customers.

4. Include Call to Actions

One of the main concerns for B2B companies (in fact, all companies) is lead generation.   A “call to action” is a type of button or link that converts readers into prospective leads. These buttons are an essential component of online marketing, and are commonly seen in emails, websites, and blog posts. By including call-to-actions throughout the blog, B2b companies can improve their lead generation process.

5. Integrate Lead Nurturing

A common tactic of B2B marketing is lead nurturing, or the practice of creating and building relationships with leads. By providing useful content and information, B2B companies are able to convert leads to sales-ready customers. The B2B blog plays an important role in lead nurturing; by constantly providing quality blog posts and links to valuable content, companies are able to connect with prospective customers and bring them to a point where they are ready to purchase.

Blogging is an important component of online marketing, providing companies with both short and long-term benefits. B2B companies that integrate blogging can quickly connect with customers, increase brand presence and achieve more sales-ready leads.

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