B2B Blogging – A Blind Spot
According to HubSpot, 78% of Internet users research products online. And 7% of businesses have acquired a customer through blogging.
Marketing professionals agree that inbound marketing is here to stay. They also that it’s the wave of the future.
However, marketers’ actions do match their beliefs or the data. Instead, B2B marketers have ignored a major advantage. It’s a blind spot.
Here it is.
Only 7% of brands “listen” via blogs. That means 9 out of 10 marketers are making this mistake!
As you can see, blogging remains a much under-utilized resource. I’m talking about “social listening”.
When you “listen” to your customers, you’ll find out what makes them happy. You’ll also learn what bothers them. You’ll gain great insights into developing content for your customers. Many will tell you exactly what they what. That’s perfect real-time market intelligence.
Dominate Your B2B Market with Blogging
Buyers have changed their buying habits. They research products and services when and where they want. This is where inbound marketing and blogging come in. In the case of B2B businesses, we’re talking about B2B blogging.
This form of marketing caters to these new buying habits. Unlike push marketing – inbound marketing doesn’t interrupt you. Seth Godin calls this permission marketing. It’s not intrusive. It’s not annoying.
Instead, content marketing is non-intrusive. It’s there when you need it. It provides you with the information need. Useful, isn’t it? B2B blogging gives your customers and prospects a “feel” for your business. It humanizes your company.
That’s the story on inbound marketing. Now let’s look at blogging, the original social media tool. According to a 2010 BtoB survey, “Blogs are considered the most effective social network for B2B prospecting.”
Bottom line: Effective B2B blogging can put you in the catbird’s seat.
Does Blogging Really Work for B2B Businesses?
Many B2B businesses blog and reap the many benefits. They include increased website traffic, conversions, and blog traffic.
These companies aren’t new to blogging. They’ve made B2B blogging the core of their content marketing strategy. Now they’re setting best business practices.
Here are just a few B2B companies with successful B2B blogging strategies.
- Cisco – a provider of networking systems from routers to webinar software
- Kinaksis – a supply chain management company
- SAP – an enterprise supply chain software provider
A Content Marketing Institute and Marketing Profs poll revealed that 76% of marketers employ B2B blogging. That ranks the same as “in person” events such as trade shows.
But businesses aren’t using blogs effectively.
Here are several ways to propel your blog and your business:
- Announce your participation at an annual trade show
- Provide the annual trade show floor map and your booth location
- Publish periodic updates about the trade show – feature new products/services being displayed
- Prepare a post that addresses readers comments to previous blog posts
- Discuss key industry trends shaping future business practices
These are just a few suggestions. You get the idea.
Make B2B Blogging your Killer App. You do that by blogging about what matters. You can outflank 9 out of 10 of your competitors – who don’t use blogs to “listen”.
The B2B marketing world is changing. Are you changing with it?
Put Your B2B Blogging Plan into High Gear
Generating leads by B2B blogging is effective yet underused. An effective B2B blog can help extend your reach, generate leads, position your company as expert in its industry, and promote your business.
I can help you define your goals, develop a publication schedule and write your posts. You’ve got an important decision to make. Is blogging right for your business?
Let’s discuss your options. Call me at 256-886-4684 or email me at firstname.lastname@example.org.
See my articles for more information on writing engaging blog posts:
“Why Your Prospects Aren’t Reading Your Web Content, Emails, Blog Posts”
Content Marketing – Build Trust That Gets Results Through Long-lasting Relationships
B2B Branding That Sells – Build Your Brand and Your Business with Blogging