According to a recent study by HubSpot, for the third year in a row, marketers are increasing their inbound spending nearly 50%. What have these marketers discovered? And, why have they interrupted their traditional methods to adopt inbound marketing? Because it works. 43% of marketers generated a customer via their blog with less than 10% of total time allocation.
When considering communication channels to help you drive leads, you can see the importance of considering blogging. According to a study by eMarketer, there are an estimated 200 million blogs on the Internet that are read at least monthly by about 55% of Internet users.
A corporate blog is an essential vehicle that allows you to make a deeper connection with your customers and potential customers in ways not possible before. A blog helps develop a voice for your company. Your blog can be used to inform customers and potential customers, to make announcements, share links and content, and to drive sales.
A Word About Content
Careful consideration should be given to your blog content. Not only can you engage customers and build a relationship with them, but you can also influence their buying decisions. Keep that in mind whenever you post.
Through your blog you can create fresh content on a regular basis, making it rich in the keywords and phrases you want to get found for on Google, Bing, and other search engines.
The Big Picture
Blogging is just one more tool at your disposal to direct customers and potential customers down your sales funnel. It should act in harmony with your overall sales and marketing plans. A blog is a good springboard to guide customers to videos, white papers, links, landing pages, and other resources to help you deliver the intended message to impact sales.