In B2B Marketing, it’s all about finding leads that convert to sales. While it may seem counter-intuitive, when you take an approach that puts the customer’s needs in the driver’s seat, and you’ll be on the fast track to marketing success.
How do you show your customers that you care about their needs? The good ‘ole weekly Blog with consistently published articles is the proof your prospects are looking for.
Weekly blogging is the express lane to boost your B2B sales by a factor of ten.
- Providing actionable content to B2B customers is the key to winning their business.
- Regular, frequent blog posts at intervals of one week or less keep your company on potential customers’ radar.
- Targeted follow-up content, coordinated with your sales team, can boost your sales to incredible levels.
Post Content that Positions You as a Valuable Virtual Consultant
The key to successful blogging – just as in successful selling – is to provide useful information that can help your target customers solve the kinds of problems that keep them up at night. That focus is even more critical when you’re a B2B company, whose challenges involve major financial and reputational risks.
Like a consultant, your blog needs to pose plenty of solution-oriented questions about those challenges. For every one of those questions, you need to provide a well-researched, innovative answer.
When you provide that ongoing “consultancy” regularly, your customers will come to depend on your advice, building your authority with every post. With authority comes customer trust.
We wanted to delve into exactly what blogging frequency our B2B clients need to aim for to build that customer trust. We turned to two sources: HubSpot research and our own internal data.
Blog Consistently to Build Visibility and Brand Awareness
Although many B2B companies blog daily, it’s not a necessity for building awareness of your expertise in your industry. Consistent posting once or twice a week will build your online authority over the long term.
Furthermore, that sort of consistency in your content marketing strategy will also help you boost your visibility online over the long term. The reason is that done right, your blog posts’ traffic will gain visits over time – it compounds, just like interest does on money in the bank.
When your blog posts solve real-world problems for your B2B customers, those customers will share them with their colleagues and friends. Then they, in turn, will share them with their circles of influence, building your authority and your traffic with every share.
For that reason, it pays to create content that your target customers will find valuable enough to share.
- That means updating your posts with relevant, recent data.
- That means finding new channels to distribute your content on.
- That means taking the time to research what value you can bring to your customers.
Unlike blog posts aimed at consumers from businesses whose primary customer base is the consumer (B2C) companies, post quality becomes a critical factor. That doesn’t mean that your writing must reach literary perfection or that your videos could win an Oscar.
What quality means in B2B blog posting is crafting easy-to-understand posts that puts your company in the position of the go-to business consultant in your industry.
That’s brand awareness – and it’s essential in B2B blogs. And, as Carmicheal points out, you can achieve that goal with one to two blog posts per week. That’s doable – even for solo entrepreneurs. Just share your expertise, just as you would if you were hired as a consultant.
Delve into the Data to Find Your Sweet Spot for Blogging Frequency
If you can, though, aim for at least two blog posts a week. Our own internal data shows that publishing blog posts two to four times per week will yield the best results in both conversions and web traffic.
The rewards are stunning. HubSpot’s research also showed that companies that make effective marketing a top priority will have 13 times the chance to experience positive ROI than those who do not.
If you and your content team don’t have the time or resources to create at least two blog posts a week, you could consider outsourcing at least some of your posts to a content marketing agency. Also, engage your internal teams outside of your marketing silo to share their expertise in some of your blog posts.
After all, to hit that sales target, your blog posts need to position you as an expert in your field – a virtual consultant. Teams that actually design and create your products and services: Engineers, researchers, developers, economists, chemists, and other subject matter can contribute the very advice potential customers need to put their trust in your company. This specialized focus in your employee activation program can be a game-changer for B2B companies.
Rake in More Qualified Leads with Targeted, Frequent Blogging
You also need to look at the blogging frequency that produces the most leads. For B2B companies, qualified leads are the key that can get your foot in your corporate customers’ door.
B2B companies that blog at least 11 times a month garner 1.75 times the leads as those that blog six to 10 times a month. If you can stretch your once-weekly blog posts with outsourced content or employee-generated posts, you can get 3.75 times more leads.
When those employee-generated posts showcase your best producers’ expertise, you’ll likely attract the kinds of qualified leads that need your company’s expertise to solve their business problems, as Business2Community’s Christa Tuttle points out. Use targeted titles that get busy executives’ attention, such as “Why Your Software Company Needs X to Overtake Your Competition,” “X Easy Tips to SEO Success,” or “How to Boost Your Widget Sales by a Factor of 10.”
For even more mileage on these insanely helpful types of blogs, plan to offer a more thorough treatment of the problem’s solution in a piece of gated content, such as an e-book or white paper. A call to action at the end of each blog post – one that asks readers to submit their email address and perhaps their job title – in exchange for more detailed information provides your sales teams with a list of interested, qualified prospects to pursue.
Use Account-Based Marketing Content to Clinch the Sale
Finally, among those qualified leads, use account-based marketing to clinch the deal. Account-based marketing provides key decision-makers within each of the companies that respond to your call to action with content tailored to their particular interests.
For example, if you’re a legal services firm marketing to a healthcare provider, you could send the doctors in the C-suite information about reducing their risk for malpractice suits by retaining a specialized law firm. The CFO in that same firm, however, would receive information about how to save money on legal fees through a long-term retainer.
With carefully targeted content from your initial blog posts to highly targeted account-based marketing pieces, you’ll position yourself as the consultant with all the answers. When you have that kind of reputation, your sales will skyrocket.
If you are ready to get more traffic to your site with quality content that’s published consistently, check out our Content Builder Service. Set up a quick consultation, and I’ll send you a free PDF version of my books. Get started today–and generate more traffic and leads for your business.