Being a business owner or manager can be ridiculously time-consuming. There are constant daily operations to check off your list – so much so that it seems like you’ll never have enough time in the day to get everything done.
But despite the daunting amount of tasks to complete, much of your willpower really boils down to one thing – getting more B2B clients. Without generating new leads and keeping existing clients, your business can’t stay afloat.
No customers = no business.
So you do what you can to make cold calls, send out emails, and network at conferences. And if business is going well, I’m sure you have multiple employees or freelancers doing much of the lead generation for you.
But there’s one lead generation technique that’s often overlooked. It’s so effective because it establishes your business as an authority. And it’s even one of the main lead generation methods I use.
If you’ve paid any attention to the title, you’ll know what I’m talking about is blogging. Simply put, your B2B business needs a blog to make more M.O.N.E.Y:
(M)onetize Your Product
I’m not one to beat around the bush – money is the core of 99% of businesses (and even that percentage may be conservative). Now that’s not to say most business owners don’t have great intentions beyond just money. I’m sure they do. But I’d rather not pretend that money isn’t one of, if not the biggest factors for any business to operate successfully.
Blogging is an easy way to increase your revenue by generating new, authoritative content that builds your reputation and brings in more traffic. By putting out consistent, valuable content that’s search engine optimized, you’ll constantly have a stream of new leads knocking on your door.
And if you don’t have time to blog yourself, hire a professional freelance writer to do it for you. You’ll get your name out to a wider audience, drive traffic to your website, generate new customers and keep current ones engaged with good information.
And as an added layer of income, you can include ads and affiliate links within your blogs to get paid every time you drive traffic to someone else’s site or product.
Traditionally, word of mouth is one of the most effective forms of marketing. Although it can be slower to reach a large audience than a brute force paid advertising approach, the roots are much stronger.
When your business grows through word of mouth, customers are much less fickle than when gained through other marketing tactics. This is because people talk about your service to others because it’s genuinely good and they actually enjoy it. This is superior to playing a pure numbers game based on the amount of cash you throw at ads.
Starting a blog serves as your own content generator. The more content out there, the more eyes on your business. And the more eyes on your business, the larger your potential revenue.
In order to make the most out of grassroots marketing efforts, take advantage of social media. Each article you write can be posted across multiple platforms and even capture the emails of those who subscribe to your mailing list.
Some platforms to use in order to get eyes on your blog include:
Facebook: Create or join a Facebook group focused on related topics to your business’ niche. Contribute to the conversation and post excerpts from your blog to generate traction.
Instagram: Incorporate photos representing your blog posts on an Instagram account with a description for each, having a link directed back to your site.
YouTube: Make YouTube video versions of your blog posts for those who prefer to learn through audio or video, and link back to your article in the description.
LinkedIn: Engage with decision-makers by posting your blog post with related hashtags in a targeted business atmosphere.
Twitter: Tweet out key sentences from your blog posts with a link to view the full post on your website.
The more emphasis you put on growing your online presence, the more traffic and leads you’ll naturally attract. Posting articles will open up your business to a much wider audience who you may have never reached otherwise. And quality writing on relevant topics has the potential to be shared across multiple platforms.
Each time someone clicks on your article and reads through the content, that’s one more potential customer. The more valuable your articles are perceived to be, the more likely that “potential” customer turns into a definite one.
Learn about SEO and optimize your posts with the keywords that your target audience is searching for. By strategically optimizing your content, your articles have a better chance to rise in the search rankings and be found organically by a greater amount of people.
(E)ngagement is King
As your blog posts continue to get more traffic, you should engage with readers who took the time out of their day to check out your content. Engagement puts a human element into online business interactions that will set yours apart from 90% of others.
By responding to individual likes and comments with thoughts of your own, you’ll further grow the trust your business has amongst leads. Be human and be familiar. Potential customers will feel a lot better knowing they’re not dealing with a robot.
You can take opportunities to send personal thank you emails to appreciate those who regularly interact with your blog. And you could even use these opportunities to offer specific services or specials you have available that you know will help their business.
These warm leads are more likely to say yes to what you have to offer because they’re already familiar with you. Authentic interactions will stick your name in people’s minds as someone they can trust. But make sure to actually do your part and be that person they can trust.
If you apply a good amount of time and attention to your blog, your content will yield you results. But be patient. It takes time to grow an audience, even for those putting out the most valuable content in the world.
Running a blog for your B2B business is a learning process. It can even be frustrating at times, but keep your long-term goals and the financial possibilities in mind. The best tool you have at your disposal is your own expertise to share with the world.
But if time, consistency, or knowledge is an issue, consider hiring a professional writer to write effective articles for you.
It’s Time to Make More M.O.N.E.Y
Remember the main benefits of starting a blog for your B2B business:
Monetize – There are countless ways to make money through your blog.
Online Presence – Increase your online authority and reach a wider audience.
New Customers – Drive new customer’s and leads to your website.
Engagement – Create organic relationships through interacting with visitors.
Yield Results – Develop a consistent regimen that increases your revenue.
Don’t be afraid to conduct further research on all of the incredible benefits of starting a blog. Learn all you can, or hire an expert to do it for you, and start reaping the benefits.