Need to increase B2B sales? Try Blogging.

Bringing in new customers is the lifeline of any business. In industries such as commercial real estate, construction, financial services or even architecture & design, marketers and salespeople alike have relied on handshakes and cold calls. 

But what if there was a better, more effective way to market your business? 

There is. 

Blogging For Business: The Not-So-New (but effective) Marketing Frontier

Blogging made it's way on the marketing scene in the early 2000s with "brand journalism." Savvy brands utilizing online content to climb in search results, gain new website traffic and connect with customers on a brand new level. 

Today, however, blogging has become an effective long-term marketing strategy that allows companies to bring in new customers with a more passive sales approach. The results of blogging over time typically result in more leads, contributing to sustainable and ongoing growth. 

Hubspot-ROI.png

"Inbound marketing with HubSpot generally produces 2x the amount of leads within the first 6-months."

What is Inbound Marketing? 

Good question. Inbound marketing is simply the term we give for the method of bringing the right people to your website and get their contact information for a potential sale. 

Inbound marketing utilizes tactics like blogging, social media and search engine optimization to attract the right people to your website. For instance, if you're reading this right now, you're more than like the right person for us at 41 Orange because we work with marketers who want to increase leads or salespeople who need more prospects.  

Then we entice web visitors with valuable offer, bringing them to a form where we can capture their information, like this:

New Call-to-action

Next, when you have that person's information (and permission to email them) you can continue to send them relevant and helpful content (such as blog articles) to them to grow the relationship. Eventually, you'll trigger a need in that lead and they may reach out to learn more about your services -- then you work your magic and close a sale! 

Blogging is where it all begins.

A business-to-business company in any industry can take advantage of blogging for business to increase B2B sales. Here are a couple tips for how to get started: 

Start by Setting Some Goals

Putting together an action plan doesn’t need to be a complicated process. The first step is identifying what you want your blogging program to do for you. How many leads do you need to produce? What type of consumers do you need to get to where you want to be?

Once you know why you are developing an inbound marketing strategy, it’s easier to figure out the how. Amazing inbound results don’t just happen overnight, so plan on doing a little experimentation. Inbound can yield some pretty fantastic results, so this process is well worth the effort. 

Determine Who You are Marketing To

Identifying your audience. That’s marketing 101, yet when it comes to inbound, many savvy marketers forget this step. If you want to develop content that speaks to an audience, you need to know who that audience is. If your ideal customer is a small business owner looking for new accounting software, how are you targeting that individual through your content?

This is one area of your inbound marketing strategy where it pays to get specific. Think about that target customer and determine key characteristics like how much money their company brings in, where they live and why they need what you have to offer.

{Hint: For best results, develop a customer persona before you start writing.}

Once you know who your target audience is, you have to figure out where they are hanging out online. There are any number of platforms where you might find them. Browsing through social media sites and blogs is a good way start. LinkedIn is the go-to site for B2B networking, so this site should definitely be included in your list. Check out groups where your audience networks.

Facebook, Twitter and the others like Instagram aren’t the only places to find your audience. Many industries have their own online forums and social media sites. Make a master list of all the platforms you find and don’t forget to cater your content to the site. What works on Facebook won’t necessarily work on a forum.

Create Content That’s Relevant to Your Audience

You know who your target customers are and where they spend their online time, now you just have to get your content out there, right? It’s not quite that easy. Just because content is available doesn’t mean it’s going to actually be viewed.

The next step in creating a killer inbound marketing strategy is to pinpoint what your target customer’s problems are and determine what kind of information that you can provide to help solve them. Yes, this takes a little research, but a little investigating will help you to spot some patterns.

Post Regularly

You’ve got your audience hooked, now you just need to keep them engaged.

If you’re not posting new content regularly, your target customer will start looking for answers somewhere else. Because you’ve taken the time to set your goals, determine your audience and discover their business challenges, you now understand what you need to post and where you need to post it.

Creating a content calendar will help you to stick to your plan and continue to generate those leads. As you create more content, your online audience will grow, and that’s great news for your bottom line.

Here's a template you can use for your calendar.

Don’t Give Up

It takes time and work, but crafting a solid inbound marketing strategy will pay off. Of course, you’ll want to revisit your strategy from time to time and revise it to reflect any changes to your target market or overall business plan, but stick with it, and results will follow.

Learn more about blogging for business:

 

  New Call-to-action

About the Author: Samantha Anderson

Samantha Anderson

Sam is a co-founder and inbound strategist at 41 Orange.

Recent Posts