Marketing has traditionally been perceived as a “smoke and mirrors” concept whose ROI can be difficult to define. But modern online analytics has made it easier than ever to enjoy clear, revealing marketing metrics — and those numbers definitely support the value of blogging. If you’ve been on the fence about the potential for your blog to generate leads and boost your business, you’ll want to take a close look at the facts and figures that back it up.
Your Own Exit Ramp on the Information Highway
If your website plays a critical role in driving sales and revenue for your company, then you’ll want to embrace blogging as a powerful magnetic for incoming traffic. Actively blogging businesses get 55 percent more visitors to their websites than their non-blogging brethren. Their websites also enjoy 97 percent more links from other businesses who are sharing information with their own customers.
Of course, not every visitor to your site turns into a qualified lead; you still need to guide them through your sales funnel by employing high-quality web design and content. Nevertheless, blogging websites manage to obtain 67 percent more leads than non-blogging sites, partly because of the larger traffic numbers and partly because informative blogs build trust and enhance your reputation. All of this goodness ultimately increases your chances for a positive marketing ROI by (are you sitting down?) 13 times!
Blogging vs. Advertising
Advertising is far from obsolete as a means of getting your products and services in front of potential buyers, but these days blogs are more likely to compel clicks than ads. Today’s online customers, including the ever-growing ratio of mobile device users, want interactive content that informs and entertains rather than simply pushes a brand. Organic search drives up to 70 percent of the clicks these days — and you show up on organic search results by posting blog articles.
The Power of Posting (Frequently)
Like any other marketing activity, blogging works better when you do more of it — but how much more? Here again, the numbers tell the tale. Data suggest that both indexed traffic and indexed leads rise significantly when websites publish at least 10 blog posts per month. Companies that post more than 16 times per month get 3.5 times the traffic of companies who produce 4 or fewer posts per month. So get to writing!
Blogging for B2B vs. B2C Businesses
Does blogging work better for B2B businesses or B2C businesses? The data indicates that while both kinds of businesses enjoy substantial gains in traffic inbound traffic and leads, B2C companies benefit more when the blog posts are more frequent.
The number of incoming leads is a close contest between B2B and B2C until companies start producing 6 to 10 posts per month, at which point the B2C results outpace the B2B results. As for inbound leads generated, both B2B and B2C sites enjoy the same steady rise until they start posting 11-plus times per month. At this frequency rate, B2C sites are netting around 700 indexed leads compared to less than 400 for B2B sites — but 400 is still pretty great.
As you can see, the numbers on blogging’s effectiveness are in, and they make a strong case for you to strengthen or maintain your own efforts in this area of inbound marketing. If the idea of pumping out a steady of blog ideas worries you, download our white paper on how to keep your idea cup running over!