If you want to overhaul your B2B website into a business development machine, the most important part to include is a blog. Here's why.
Every week new B2B websites are launched. Some are for new startups, but most of the websites are for existing companies who are redesigning their websites.
While many companies will offer business reasons for redesigning their site, what’s usually driving the redesign is that they are "tired" of their existing site. Maybe they inherited the site from a predecessor. They want a fresh look. A competitor has a really cool website. You get the idea.
And companies are spending a lot of money on website redesigns with the belief that just having a site makeover will somehow change things for their business.
Sadly, many of these companies are missing a crucial element of making their website an engine of company growth – a blog.
A blog is by far the most important means of increasing the right kind of traffic to your site, converting visitors to leads and nurturing those leads into customers.
That's why a B2B website without a blog is like a car without an engine.
HubSpot defines a business blog this way:
“A collection of articles that provide helpful, valuable, educational, and remarkable content to your target audience. By providing this value, blogs can easily and effectively draw prospects to your website.”
It’s important to remember, however, that a blog should be helpful for your prospective customers. Talking about your company awards, new hires and annual picnic is not going to be helpful and of much interest to your prospective customers.
Instead, your blog needs to address your buyer persona's interests and challenges. Help them. Teach them something for which they would say "thank you."
Here are a few of the most important reasons why a blog is essential to getting your website and company moving:
- According to HubSpot’s State of Inbound Marketing report, 79% of marketers with a company blog reported inbound ROI. With blogging you’re creating content that is going to provide long-term results.
- Blogs boost site visits, leads and customers. Blogging is a fundamental way to attract more qualified website traffic. If the traffic is more qualified, they are more likely to convert to a lead.
- Each blog post you publish provides an opportunity for you to educate your potential visitors by ranking on a search engine results page. So every time you publish a blog post, it’s being seen as an indexed page on your website. The more indexed pages you have, the more opportunity you have to get found online.
- Each blog post is an opportunity to generate new leads. Once a visitor finds your blog, this opens the door to them wanting to learn more.
- Blog posts are going to help you starting closing customers. According to HubSpot’s research, 43% of companies have acquired a customer through their blog.
- Blogging helps you become an industry thought leader through education. Through those blog posts, you can start building authority and trust with your prospective customers.