Marketing, as an industry of agencies and individuals, has the goal of finding the best ways to get the word out about your products and services so you can grow and make more money. The goal of a marketer is not to take your money – it’s to make you money.
Small companies take such pride in their business, and the executives have likely been wearing so many hats for so long that they honestly feel they know pretty much everything about everything. To an extent, that is correct. But, it’s a catch-22. A small business typically does not want to stay small, but doing it all yourself will keep it small. Investing in first-rate marketing is a must.
Blogging comes up a lot in my conversations, and it tends to be the larger businesses that truly understand the importance of providing custom content in the form of articles or blogs that educate, inform, enlighten and entertain. They see a blog for what it is: a sales tool.
Big or small, you need an avenue to get information out to the masses about your products and services if you want to continue to grow. Period.
Wondering whether a blog is important for your business? Here are a few statistics about blogging compiled this year:
- 81% of companies consider their blogs useful, important, or critical.
- B2B marketers who use blogs generate 67% more leads than those that do not.
- Businesses that blog ≥ 20 times/month get 5x more traffic than those who blog ≤ 4 times/month.
- Among those who use e-mail marketing, companies that blog get twice as much traffic from their email than those who don’t.
- 81% of U.S. online consumers trust information and advice from blogs.
- 61% of U.S. online consumers have made a purchase based on recommendations from a blog.
- Small businesses that blog get 126% more lead growth than small businesses that do not blog.
- Companies with fewer than 10 employees typically allocate 42% of their marketing budget to content.
- 78% of chief marketing officers think custom content is the future of marketing.
With statistics like these you can see that blogging and providing quality content to your potential consumer is vital to building your business. The key word here is “quality”, not quantity. You can “save the money” and not hire a professional writer, but you may be taking a chance with not creating the exact 1-2 punch needed to get your reader to act, which could end up costing you more money in the end. Lots of subpar content is not going to get the same results as non-stop quality. Spend your energy and time on the things you excel at, and delegate the rest.
As part of my own marketing efforts, I do a lot of cold-calling, along with blogging. I hand-pick businesses I’d like to work with and I tailor my activity around creating a situation where they will want to hire me. I only target and contact super successful companies that are working hard to improve our world. I do this for several reasons:
- Successful companies they know what they want, and where they are going.
- If their products and services genuinely help improve the lives of others, I want to add fuel to their fire.
- They tend to have the resources and incentives to pay market rates.
- Companies that have been around the block of success are typically easier to work with, friendly, and don’t waste a lot of time on unproductive endeavors (see #1 above).
Having a focus on my target client keeps me focused on my goals. My blog advertises my business and answers questions so I don’t have to. I can keep working. My website and blog are my first gatekeepers. They should be yours too.
- The more you blog, the more traffic you will get to your site.
- People trust the information they get from blogs, and make purchases based on that information.
- Custom content is imperative to ensure dedicated blog readership.
- Businesses are even more successful when they pair blog posts with their email marketing, social media and other, traditional marketing campaigns.
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