Here’s a question – what are the benefits of blogging as a B2B enterprise owner?
Blogging in the consumer-focused end of the business spectrum is pretty much the norm these days. The vast majority of businesses have already taken up blogging, with research suggesting that those that haven’t have the intention to get on board soon enough. Nevertheless, blogging for businesses can be more of a challenge. The reason being that rather than simply throwing out titbits of useful information to the everyday customer, you are instead reaching out to those who may already have a fair amount of knowledge and expertise.
Which, suffice to say, makes it all the more difficult to impress them.
But it’s certainly not impossible. In addition, the fact that creating and operating a successful B2B blog is comparatively tricky means that if you pull it off, you are guaranteed serious kudos. It might seem like a heavy and somewhat daunting project to get started with, but focus your efforts and resources accordingly and your business could benefit enormously in the following five ways:
Attract Customers to Your Website
First of all, B2B blogs are a great way of bringing new customers to your website. Regardless of whether you position the blog on your primary website or externally, you’ll be able to include all manner of links pointing to your products, services, promotions, contact forms and so on. Blogs can be particularly useful in pulling in not only targeted traffic, but also a diverse audience with a shared interest in whatever it is you do.
Keep Your Website Up to Date and Engaging
B2B websites have a habit of becoming stagnant relatively quickly, given the way in which they may primarily feature the kind of content that never changes. Depending on what it is you do or sell, it may in fact rarely be necessary (strictly speaking) to change a single word on any of your pages. Both in terms of overall site appeal and SEO prowess, this really isn’t a good thing. When you blog, you automatically keep your website fresh and relevant with the latest posts you publish. Which again is a great way of keeping the customers you target coming back for more.
Build Your Rep as an Expert
It’s of crucial importance to build your reputation as an expert and an authority in the world of B2B enterprise. This is something that is difficult to do with a purely functional website alone, but becomes immediately more attainable when you start and manage a targeted B2B blog. This is one of the best ways of proving to those you are reaching out to that you really are the authority and expert in your specialist area.
Address Questions and Queries
An FAQ section is great, though once again tends to be a static resource that never changes. With a B2B blog however, you have the opportunity to continually publish posts detailing answers to the questions and queries you receive most frequently on an on-going basis. This is not only extremely helpful for your target audience members, but can also be a godsend for your customer service department.
Showcase Company Highlights
Last but not least, a B2B blog provides you with the perfect platform to showcase all the various important highlights your target audience members could do with knowing. Examples include things like case studies, success stories, accolades, competitions, promotions, announcing new services, introducing new products and so on. Quite simply, if there’s anything of interest worth saying, it’s worth saying via a quality B2B blog.