Each pair of eyeballs drawn to your business blog has the potential to convert to a valuable customer. Many businesses are already reaping the benefits of investing in a corporate blog. In fact, B2B marketers who blog generate 67% more leads than those that do not (Source: InsideView). It follows, then, to implement tactics to attract as many relevant readers as you possibly can. Aside from the somewhat daunting task of regular blogging – what can companies to do increase the number of quality prospects reading their blog?
1. Quality business blog posts
According to HubSpot research, 92% of companies who blog several times per day have acquired a customer directly from their blog. But regularity of publishing alone is not enough. We’d put money on the fact that those acquiring customers are investing in high quality, relevant and sharable content.
Regardless of sector, the key is to offer something that your audience can’t find anywhere else, and do this consistently. When you find yourself running out of ideas, tap the collective ideas of your reader community to help with content creation.
2. Stand in your readers’ shoes
The first rule of blogging is also the most crucial and, worryingly, the most easy to lose sight of. So, here it is: your blog isn’t about you, it’s about your readers. To crack this requires ongoing empathy. Put yourself in your target reader’s shoes to better empathise with their challenges and goals. Then write about the journey to solving these challenges and achieving said goals. It sounds simple, but it’s remarkable how easy it becomes to forget what your readers care about in the midst of a high-pressure pitch or launch.
3. Brand storytelling
Granted, it might feel like a stretch to tell an interesting story when you’re selling something as practical as double glazing. But behind every product or service lies a human story.
Whatever it is that you’re trying to communicate – a dry-sounding product development or an enticing offer – always think of what the ‘story’ here is. And if you’re a B2B marketer, don’t fall into the trap of thinking storytelling isn’t for you. There is still a place for metaphor, analogy, even comedy to weave a tale around the more logical facts and statistics you might also have to convey. When people are drawn to the compelling ‘story’ within your blog, they’re more likely to return for your next update.
4. Encourage interaction
There’s a simple yet profound satisfaction that comes from contributing and having your input recognised. This basic human need for involvement and approval is what drives social networking. Use every opportunity to ask readers, fans, friends and followers to interact and participate with your blog content. A highly effective way is to ask easy-to-answer questions on Twitter, Facebook, LinkedIn and Google+. Not only will you grow the reach of your blog, you’ll also crowdsource some useful ideas for future blogs as a bonus.
5. Optimise and socialise
Now that blog content can be found in search results, it’s critical that yours ranks well for phrases your target audience is searching for. Create easily discoverable, top-notch blogs, and you’ll gain credibility not to mention eyeballs, email subscribers…even potential media coverage.
With a keyword strategy in place, your blog content is far more likely to deliver answers to potential customers right at their moment of need.
But however fantastic your content, never assume that people will share it. Even the best content needs social amplification. This might be paid, through PPC, social ads, blogger outreach and so on. Once you’ve attracted a new reader, make it as easy as possible for them to share their killer new find (your blog!) with their own community.
Over to you
What tactics do you have in place to grow your blog readership? Is social sharing an important part of your strategy?
Photo: David Sim
