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Company Blogs Increase Client Acquisition

Posted by Michael Bloch in ecommerce (Sunday March 4, 2012 )

Company blogs not only provide better brand exposure, but also generate leads – with the latter being tied to frequency.

According to a survey report from HubSpot, based on a January survey of 972 professionals familiar with their business marketing strategy, 57% of companies have acquired a customer as a result of their blogging.

The survey shows a direct correlation between blog post frequency and new customers acquired. 92% of companies with a blog updated multiple times a day scored clients as a result. 66% who posted weekly reported client acquisition. Just 43% whose blogs were updated once a month saw related client acquisition.

70% of respondents indicated they blog at least weekly and in the last six months; social media, SEO, and blogs all were rated as more important by over 30% of those participating in the survey.

Industries that reported the biggest boost as a result of blogging were retail/wholesale, education and professional services consulting.

Blogging multiple times a day is a big ask for some businesses and attempting it could do more harm than good in some cases. When I read that stat about frequency, a line from the movie Contagion sprang to mind:

“Blogging is not writing. It’s just graffiti with punctuation.”

… and sometimes it may not even have that.

Instead of trying to keep up with the 92%-ers, you might be much better off posting a couple of times a week rather than a couple of times a day if it means it results in better quality posts.

HubSpot also says inbound marketing-dominated organizations (of which blogging is an element) experience a cost per lead 61% lower than outbound marketing-dominated organizations.

Inbound vs. Outbound marketing

HubSpot defines outbound marketing is the “old school” method of blasting out a message to as many people as possible in the hope of attracting attention of those who may be interested in your product. Inbound marketing is where you help yourself “get found” by people already interested in what you provide.

The 2012 State Of Inbound Marketing can be viewed here (PDF). As you’re reading through it, bear in mind one of HubSpot’s products is a blogging platform :).



 

 
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