B2B Blogging: Avoid the Mistake 9 Out of 10 Marketing Professionals Make

B2B Blogging as Killer App?

According to HubSpot, 78% of Internet users do product research online. And 7% of businesses have acquired a customer through blogging. Marketing professionals agree that inbound marketing is here to stay and that it’s the wave of the future.

However, marketers’ actions match neither their beliefs nor the data. Instead, B2B marketers have left a competitive advantage unexploited. It’s a blind spot.

Here it is.

Only 7% of brands “listen” via blogs.

It’s an understatement to say that blogging remains a vastly under-utilized resource.

Dominate Your B2B Market with Blogging

Buyers have changed their buying habits, researching products and services when and where they want. This is where inbound marketing, and blogging come in.

Unlike push marketing – inbound marketing doesn’t interrupt you. Seth Godin calls this permission marketing. It’s marketing that isn’t intrusive. Instead, information or content marketing is there when you need it – providing you with the information you’re searching for.

Inbound marketing and social media take many forms. But – according to a 2010 BtoB survey and the Association of National Advertisers (ANA), “Blogs are considered the most effective social network for B2B prospecting”.

Bottom line: Effective blogging can put you in the catbird’s seat.

Blogs work well in the B2B space and are uniquely suited to embracing prospects and customers alike. As you’re aware, B2B purchase decisions don’t happen quickly because they involve many stakeholders.

Consequently, there’s a demand for different information for different audiences. Blogs cater to that demand. And blogs engage and build connections with prospects. They open the door for meaningful interaction with the prospect by providing relevant information.

In addition, blogs’ built-in two-way communication helps solidify emerging relationships. In B2B, building relationships is vitally important.

With two-way communication, buyers get to ask what they want. Therefore, they get the information they need. That feedback mechanism gives the customer a voice. And that further builds trust and credibility.

But only 7% of marketers use that feedback to generate meaningful content. Imagine the competitive edge you could gain by with company blog.

Put the Power of Blogging to Work for You

The power of blogging lies in its ability to connect directly with the prospect. Your message won’t just be specific – it’ll be ultra-specific. You can have a conversation, develop a relationship, and mitigate or prevent a problem – in real-time.

Blogging helps you deepen your relationships with your customers as you address their concerns, issues, and needs. You can only do that when you “listen” to your prospects’ and customers’ comments, concerns and questions

Does Blogging Really Work for B2B Businesses?

If you’re a Doubting Thomas that believes blogging and B2B just don’t go together, I ask you to look at the facts below.

Many B2B businesses blog and reap the above benefits. These companies aren’t newcomers to blogging. They’ve made B2B blogging a centerpiece of their content marketing strategy. And they’re establishing best business practices.

Here are just a few companies with successful blogging strategies.

· Cisco – a provider of networking systems from routers to webinar software

· Kinaksis – a supply chain management company

· SAP – an enterprise supply chain software provider

The results these companies have experienced include increased website traffic, increased conversions, and increased blog traffic.

To cite another statistic from the Content Marketing Institute and Marketing Profs, 76% of best-in-class marketers employ B2B blogging. That ranks the same as “in person” events such as trade shows. Clearly, there’s an opportunity to be exploited. But a gaping hole exists.

Take advantage of this neglected opportunity, and make B2B Blogging your Killer App.

Build a competitive advantage over 9 out of 10 of your competitors – who don’t use blogs to “listen” to their prospects and customers.

The B2B marketing world is changing. Are you changing with it?