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Posts Tagged ‘blogging’

In today’s fast-paced technology industry, data-driven B2B marketers turn to industry statistics as a way to benchmark their current marketing efforts and plan ahead for future campaigns.  Additionally, these type of statistics can help validate marketing recommendations and budget requests to the executive team. Below are ten must-have B2B marketing stats around email marketing, SEO and blogging that every data-driven marketer will want to keep in their back pocket.

B2B Marketing Stat #1: Organic Links are Clicked on Most Often

70% of search users click on organic search results first, compared to only 25% who click on paid search results first.

B2B Marketing Stats: Organic Clicks

B2B Marketing Stat 2: The Top Three Organic Search Results Get the Most Traffic

60% of all organic clicks are on links in the first three positions.

B2B Marketing Stats: Top Organic Results

B2B Marketing Stat 3: Blogs Help Your SEO Efforts

Companies that have a blog have 97% more inbound links, on average, than companies that do not have a blog.

  B2B Marketing Stats: Blogs Help SEO

B2B Marketing Stat 4: Blogs Increase Website Visitors

Companies that blog have 55% more website visitors than companies that do not blog.

 B2B Marketing Stat: Blogging Increases Visitors

B2B Marketing Stat 5: Blogs Increase Leads

B2B companies that blog generate 67% more leads per month than companies that do not blog.

 B2B Marketing Stats: Blogs Increase Leads

B2B Marketing Stat 6: Email ROI is High

Of all the marketing channels, email has the highest ROI per dollar spent, with an average of $28.50 in sales generated per dollar invested, compared to $7 in sales generated per dollar invested in direct mail.

B2B Marketing Stats: Email ROI is High

B2B Marketing Stat 7: Email Subject Lines and URL Placement are Critical

33% of email recipients open email based on subject line alone.

In addition, recipients often only read the subject line or the first few lines of an email. Include your CTA early on in your email. 

Source: Convince & Convert

B2B Marketing Stat 8: Email Subject Lines Need to Be Engaging

The word “exclusive” in email promotional campaigns increases unique open rates by 14%

B2B Marketing Stats: Email Subject Lines

A good way to test an email subject line is to ask yourself “Would I open this email?”

B2B Marketing Stat 9: Email Click Through Rates Vary By Region and Industry

B2B Marketing Stats: Email Click Through Rates

B2B Marketing Stat 10: Email Send Time-of-Day is Important (Varies by Industry)

According to data from HubSpot, emails sent in the early morning typically receive higher click-through rates. This is likely because there are less distractions at that time, compared to emails sent toward the end of the workday.

 B2B Marketing Stats: Email Send Time of Day

As with all statistics, take these as a starting point for your marketing recommendations and continually test what works best for your industry.  There are many varying characteristics between audiences and industries, so you may find that what works best for your industry may differ from the industry standard.

Boost Your Website Traffic with Blogging

August 8th, 2013 by Kathryn Drake

Website Traffic With BloggingBlogging has become a popular marketing tactic, with over 75% of B2B marketers utilizing it. While blogging can increase qualitative measures such as thought leadership and industry influence, there are also quantifiable metrics that increase after adding a blog to your website. Here are four of them:

Blogging Benefit #1: Inbound Links

One of the most important aspects of search ranking algorithms is the number of inbound links to your domain, particularly those from top-tier websites. The more content you have on your website, the more opportunity others have to find and link to it. According to data from Hubspot, websites with blogs have 434% more indexed pages and 97% more indexed links than websites without blogs.

Blogging Benefit #2: Search Engine Ranking

Since blogging introduces new, fresh content to your site regularly, this signals to Google and other search engines that your website content is up-to-date and relevant. This, in turn, pushes your content higher in the search results for relevant terms. It is important to note that quality of your content is more important than quantity, so if you only have the bandwidth or resources to produce one quality blog post every other week that is better than mass-producing generic blog posts every day.

Blogging Benefit #3: Website Traffic

When you have built more inbound links and higher search rankings, it is almost a sure bet that the traffic to your website will increase. Specifically, Hubspot found that companies that blog 15 or more times a month receive five times more traffic than companies that do not blog.

Blogging Benefit #4: More Leads

Blogging can also create a positive effect in terms of generating more leads. Companies tend to look to longer-form content pieces to drive leads, when blogs can serve a role in this purpose as well. Indeed, a study by Demand Gen Report found that 59% of B2B buyers used a blog post to research a purchasing decision in the past 12 months. By utilizing features such as short forms or other calls-to-action, you can convert these blog visitors into leads. Not only can blogging help to generate more leads, these leads generally cost less than leads derived from other marketing tactics.

As you can see, there are many benefits to adding a blog to your website and regularly publishing quality posts. By integrating this tactic into your overall marketing strategy, you will be able to see results that not only improve your website metrics, but also the number of leads and amount of revenue generated.

Need help with your blogging needs? Contact Launch today! Be sure to like us on Facebook or follow us on Twitter to keep up with the latest B2B marketing tips and trends.

Blogging TipsEven the most well written blog will not have an impact if no one reads it. While blogging is on the rise in B2B marketing tactics, it is difficult to stand out in the crowd when there are more than two million blog posts written each day. To make sure your blog resonates with readers, there are three questions to ask before you start writing.

What’s Already Working?

Past blog performance is a great way to find topics that can be explored more. By using analytics software (i.e., Google Analytics), you can see which blog posts are trending as the most popular. Also, look at the search terms people used to find your site either through organic or paid search activity. If you find there is a topic that is driving more people to your site, consider writing fresh content on that topic or expanding on an existing piece of content.

It is easier to analyze your data and see trends by proactively keeping track of your blog statistics,. As an example, I keep an Excel spreadsheet with a row for each blog post. I then have columns for bit.ly clicks, Google Analytics data and Facebook engagement statistics for each. Periodically, I will analyze the data to see which topics are driving more traffic.

Sometimes it can be surprising what drives the most traffic to your website. For instance, the most popular content pieces on our website are an article on common grammar and punctuation mistakes, a blog on tips for taking the Google AdWords certification exam and a two-part blog series on our favorite infographics. While these are not irrelevant to what we do here, it was still surprising to see that they were driving so much more traffic than topics more closely related to our core services.

What’s Happening Now?

One way to increase the likelihood of content going viral is being one of the first to write on a topic. Is there a new product launch making an impact in your industry (such as Pinterest or Vine for social media marketing)? Maybe there’s been a new study published that has up-to-date, relevant findings. By keeping up with the latest industry trends, you can help to ensure that you will be one of the first to publish content on that topic.

Outside of your industry, are there any current events happening in popular culture? Taking advantage of the attention that is already being paid to an event can be a successful way to generate interest in a blog post. The term newsjacking refers to the method of using a current event to place your company into the spotlight. Several brands took advantage of the recent Super Bowl blackout to inject their message into the coverage that was occurring both on social media and beyond. Subsequently, many marketing blogs took the opportunity to write posts on newsjacking best practices.

What’s Interesting to Readers?

With limited free time and so many blogs being published, visitors are not likely to read a long post if it contains only text. Generally speaking, the more visual content you add to a blog post, the more engaged your readers will be. We make sure to include at least one image in each of our blog posts and articles.

Additionally, is there any rich media that you can embed in your blog post, such as a video or Slideshare? Doing so allows your reader to view the content without leaving your post and keeps them engaged. Below is a SlideShare presentation from Marketo full of blogging tips for B2B marketers.

The tone you use when writing a blog post is also important. Try to find a balance of casual and professional, and avoid being too “salesy.” Establishing a distinct voice is important, as it showcases your company’s personality. Hubspot and MarketingProfs both take a fun, casual tone with their blog posts, while blog posts from MarketingSherpa, while still conversational, tend to have more of a straight-laced tone.

Blogging is not just for moms or teenagers anymore. Its use in B2B marketing has increased significantly – 77% of B2B marketers are now using blogs as a content marketing tactic, and this trend shows no signs of slowing down. However, since this is a relatively new tactic for B2B marketers, many companies struggle with making their efforts effective. It is important to keep in mind what your readers want, in order to develop content that they will be likely to consume and share with those in their network.

Maximize the Impact of Your Content Marketing

January 3rd, 2013 by Kathryn Drake

Content MarketingContent marketing has risen in popularity among B2B marketers. According to B2B Content Marketing: 2012 Benchmarks, Budgets and Trends, published by Content Marketing Institute and Marketing Profs, 9 out of 10 marketers are utilizing content marketing. Content can take place in multiple formats, including text (blogs and articles), images (infographics and memes) and video. With so many types of content to choose from, developing a plan of action can be overwhelming. The types of content you produce should be influenced by multiple factors including your audience, the sales funnel and the medium you are utilizing.

Audience

Before beginning a content marketing campaign (or any other marketing campaign for that matter), you should be sure to have a complete picture of your audience. By understanding their concerns, needs and characteristics, it is easier to develop content on topics that they will find relevant.

Sales Funnel

Since the target audience  influences which type of content you use, uncovering their stage in the sales funnel will help determine which types of content are most useful to them.

It is useful to map your content to a corresponding stage in the sales funnel. Content such as infographics, blog posts or articles can be used to generate leads at the top of the funnel. Once leads are in the middle of the funnel, provide content that is more specific to their particular needs such as whitepapers and webinars. At the bottom of the funnel, utilize content to close the deal. This content should demonstrate the value that a company can derive from using your product or service, and could include case studies, product demos or ROI calculators.

Medium

The medium you utilize to publish your content also has an effect on the type of content you should produce. Think of the characteristics of the medium. Facebook is more of a visual medium than Twitter, so your new infographic may have more of an impact on Facebook, while a new article might be shared more on Twitter. It is important to test using multiple media and continually refine your tactics in order to increase the impact of your campaign.

Get more from your investment  (and time) by repurposing content across multiple platforms. Consider sending an email with your “Top 5 Blog Posts” or tweeting an article “from the archives.” Repurposing content is a great way to extend the life of your content and increase exposure.

If done correctly, a content marketing campaign can produce great ROI, as it is typically inexpensive to produce and promote. However, a successful content marketing campaign requires more than creating a funny video and posting it on YouTube. It is essential to understand your audience, the sales funnel and the medium you are utilizing in order to maximize the impact of your content.

Need help maximizing the impact of your content marketing? Contact Launch today! And be sure to follow us on Twitter and Facebook to keep up to date with our insider marketing tips.