Here are five pitfalls to avoid in your B2B blogging strategy:
As a B2B marketer, you blog for business. This separates you from the squillions of teenagers out there who blog for no reason in particular. So you need to have something meaningful to say. Something that your prospects will want to read.
Remember that most of your readers will find your blog through search engines rather than through your website. So avoid talking about your product's latest feature, or your company's latest achievements. Instead, focus on your buyers. What problems do they face in their everyday? How can you help them solve these problems?
This kind of content is interesting to your prospects. It will resonate with them and gain their trust.
Hitting 'publish' is not enough. You need to make sure that your blog is easily found. This is why blogging, SEO and social media go hand-in-hand. Make sure that your content can be found through:
It's hard to build a blog following, which is why maximising your distribution channels will make sure that you're doing the most you possibly can to increase visibility.
It amazes (read: appalls) me how many blogs out there still don't have social sharing buttons on each post.
It's a no-brainer. Why would you not want to up your chances of readers sharing your content with their networks? Sharing is a great way to increase targeted traffic to your site, and it is what the internet is all about!
If you want to start a blog, you had better commit to it. Momentum is important! Research shows that frequency is directly tied to your blog's ability to generate leads:
Make sure you're constantly giving people a reason to come back to your business blog, a prime area on your site that is designed to convert them into leads.
Which brings us to our final point. Your blog should definitely contain conversion paths so a reader can become a lead. How? By having CTA (calls-to-action) on each blog post, as well as on the right and left hand columns of the web page. If you can get visitors to click on your CTAs, then they're on their way to becoming a lead.
Making sure that your content offers are closely aligned to your blog content is essential in this respect. Otherwise, the offer may not be worth trading their contact details for.
To learn more about this subject, please download our complimentary ebook, Business Blogging Best Practices:
What other business blogging fails can you think of? We'd love to hear your thoughts! Share them with us in the comments section below.
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