If you’ve ever wondered why B2B companies should blog, you’re not alone. Many B2B business owners don’t see the point of blogging because they don’t target consumers, they target other businesses. They think because of their industry, because of their audience, or because they’re super niche, blogging wouldn’t be an effective marketing strategy.
But this thinking is completely inaccurate. Blogging is important for every business, in every industry, and with any type of audience.
Here are a few reasons why B2B companies should blog every day.
Buyers Are People, Too
You may not be directly targeting consumers, but inside the companies that you’re trying to sell to are buyers that will make the purchasing decisions. And these buyers are people, too—just like consumers. B2B buyers are going online just like everyone else to search for information, to learn, and to become more informed.
If you don’t have a blog, then you’re missing out on a huge opportunity to reach these buyers early on in the buyer’s journey. By blogging, you can help these buyers feel good knowing that buying from your company is the right decision—because you’re educating them and giving them all of the information, insights, and data that they need to come to this decision.
You Can Position Your Company as a Leader
Who usually gets the sale? The leader of the industry. People want to buy from thought leaders, from subject matter experts, and from industry leaders. They want to ensure that they’re getting a quality product or service from experts who know what they’re doing and know how to do it best. They don’t want to be duped into buying from an inexperienced company, a dishonest company, or a poor company.
By blogging, you can position your company as an industry leader. You can share all of your expertise, experience, and insights for all potential buyers to see.
You Can Gain Trust and Credibility
By positioning your company as a leader, you can, at the same time, gain trust and boost your company’s credibility. Let’s face it. People buy from companies that they trust. This lowers their buying risk and gives them comfort in knowing that they made the right decision.
Every time you share your knowledge and expertise through your blog, your company’s credibility gets boosted, and buyers start to trust you more and more. This will undoubtedly lead to more sales.
You Can Generate High-Quality Leads
Wouldn’t it be great if you could have buyers come to you when they’re looking to buy what you sell? This is far easier than trying to chase them down, calling and emailing them incessantly until you’ve annoyed them.
One of the top reasons why B2B companies should blog every day is because it will increase their search engine rankings, which in turn will drive traffic to their websites. When you have a lot of content on your website, this looks good to search engines. When you’re using relevant keywords, you can increase the chances that buyers will find your blog, use your call to action, and turn into new leads. And when people start to get to know your company through your blog and start to trust you because you’re giving them all the information they seek, they’ll want to buy from you.
You Can Stand Out
No matter what you sell, you’re going to have some competitors. If you’re selling the same products and services as many other companies just like yours, then you need to find a way to stand out in order to get the sale. You need to show buyers why your company is the company to buy from, not those other guys.
Your website copy might look similar, your pricing might be the exact same, and your offerings might not seem any different from that of your competitors. But if you blog when they do not, you’ll be able to differentiate yourself, shine, and stand out, by sharing your knowledge, talents, and thoughts.
Now that you know just how important it is, it’s time to start blogging.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.