Blogging is a powerful lead generation tool that takes time tp see results. It’s a slow and gradual climb, requiring effort and iteration throughout the journey.
But while writing multiple blog posts may seem like a ton of work, it can be one of your organization’s best lead generation channels if done right.
Unfortunately, many B2B companies abandon their blogs before reaping the rewards. Often, it’s not the time or commitment that causes them to give up, but simple strategic mistakes that attract the wrong visitors, instead of high-quality leads.
To help you avoid attracting the right visitors, we’ve outlined 3 major blogging mistakes below that B2B companies often make. If you can avoid these pitfalls, you’ll create a money making blogging machine in no time.
Offer Value, Not Advertisements
The foundation of inbound marketing is to showcase the amazing value you offer to potential customers by demonstrating your expertise and breadth of understanding.
But a common mistake companies make with this method is putting too much emphasis on explaining the value of their own specific product, and not enough focus on providing the valuable information that their leads are searching for. In short, they write advertisements, not blog posts.
When you’re strategizing with your team on what to write about, try to steer clear of topics about your company, especially when you’re just starting out blogging.
It’s fine to plug in a news announcement or press release once in awhile, but make sure it makes up no more than a third of the content you produce. Instead, the majority of your posts should be advice- based.
How-to articles, expert interviews, and research reports are just 3 examples of other types of blog posts that work well as blog posts. As the amount of content grows, your brand recognition will grow as well.
Readers will begin associating your company with the thought-leaders in your industry, and journalists will begin to cite your posts in articles they publish. Once your readers use the advice you give them and see results, getting them to do business with you will be a walk in the park.
Focus Your Efforts On Sharing Content
There is a line in the 1989 movie, “Field Of Dreams,” where Kevin Costner is walking around in his cornfield at night and hears a voice tell him, “If you build it, he will come.”
This is the exact opposite advice we have for your blog. If all you do is blog, the leads will not come. The internet is flooded with information today, making it difficult to get views on your content. You can’t wait for the eyeballs to come to you, you need to go out and get them yourself.
To do this, designate someone on your team to be the social sharer of your blog. At minimum, they need to be making sure they are posting on the big three: Twitter, Facebook, and LinkedIn. Even better, sites like Reddit, Stumbleupon, and Digg should be thrown into the mix.
As your blog grows, start “hacking” the system by interviewing thought leaders in your industry and asking them to share your interview with their followers. You can also get creative by accompanying a powerful image with your social post. According to Hubspot, colorful visuals boost the chances that someone will read your piece of content by 80%.
Always Emphasize Quality
Perhaps the greatest mistake we see companies making with their blogs is settling for subpar writing. As much as companies think they can cheat the process, good content requires solid writing. So settling for articles that are flooded with grammar errors or are published elsewhere hurts not only your brand but your SEO as well.
One thing to remember when deciding what resources you want to put in the quality of your content is how you want the voice of your company to sound. Your readers will assume your blog is the same voice they are going to do business with.
If that voice is unprofessional there’s a good chance they won’t convert to leads. So make sure your voice reflects your organization’s professionalism and expertise.
Blogging is a powerful lead generator when done correctly. Avoiding the common mistakes we discuss above boosts not only the quantity of leads you generate but also the quality. And that increases sales and profits.
Have you started your blog yet? What are some mistakes we didn’t mention? Let us know!#