A successful communications strategy should always lead back to achieving the basic goal of boosting sales, raising funds or achieving a similar objective depending on the industry you work in. Creating a blog and writing great content can be a fantastic way to connect with your audience, build an engaged following and establish your presence online, but do these things really help us accomplish our business goals? We say yes, but don’t take our word for it. Take a look at these interesting statistics gathered by Quiksprout explaining how blogging contributes to an organization’s bottom line.
57% of companies with a blog have acquired a customer from their blog. In other words, if you blog more, you’ll reach more customers. Your blog can be found by anyone online, which means you have the potential to reach hundreds of thousands of people every time you hit ‘publish’. In less than 24 hours, Alex Turnbull got 1000+ subscribers from a single blog post and in eight short weeks Todd Giannattasio increased website traffic by 1000% simply by using blogging.
Blogs highly affect consumer buying behaviour. 61% of US consumers have made a purchase before based on a blog post. We all understand that advertisements are designed to push consumers into a purchase and although your blog may be designed to have the same influence, the reality is that 81% of US customers trust advice and information from blogs, not ads. People enjoy reading relevant content from brands, which is why building that relationship with your customers can be so powerful.
Blogging is also one of the most effective ways to get more traffic. If you’re looking to drive more traffic to your website, start blogging. Companies that blog have 80% more unique visits and business that blog 16-20 times a month have earned twice as much traffic compared to those that do not. Social media, search engines and email are ranked the top traffic sources generated through blogging and as long as your website is mobile friendly, your blog can be viewed from any device including desktop computers, tablets and mobile phones.
How blogging affects lead generation? With an increase in traffic, leads follow suite. Research has shown that businesses that blog generate 126% more leads than those that do not. Many believe blogging can be the best lead generator, particularly in B2B businesses. Blogging 16-20 times per month has earned B2B businesses nearly 3 times as many leads.
How to make sure your blogging efforts actually generate results? It is all in the execution. The most important thintog is that your content provides value to your audience. You also must ensure that your content is unique, that you have built a strong social media following , that opts into your email list are generated and finally you must be consistent.
Ultimately, blogging pays off in time. The content you create will remain online and your posts will even rank better on search engines the longer it exists. While ROI can be difficult to determine with so many varying factors, marketers who have prioritized blogging are 13 times more likely to generate a positive ROI.