If you’re like most b2b marketers, you’ve probably asked yourself, “is blog marketing really the best way to reach and influence b2b decision makers”? The objective of business blogging isn’t to reach people with a certain title; rather, it’s to help business people find solutions to business problems. Blogging for your business absolutely has the potential to engage b2b decision-makers and drive leads. In fact, you might be surprised to learn who some of these decision-makers are.
The B2B Blog Marketing Reality
Think with Google has tracked b2b marketing demographic shifts over the last two years and they’ve noticed some interesting trends:
- Almost 50% of b2b researchers are millennials. It’s possible they’ve had a research project handed to them. It’s also possible they’ve taken the initiative to proactively research solutions to anticipated challenges. However, the bottom line is that between 2012 and 2014 the number of 18- to 34-year-old b2b researchers increased by 70 percent. “Millennials are digital natives,” which means that b2b marketers need to consider how this age group will impact and influence purchase decisions.
- Peers who are not C-level executives heavily influence b2b decision-makers. A myth in the blog marketing world claims that b2b marketing should target the highest-level executives; however, there has been a recent shift in corporate culture and how business decisions are made. Today, “81% of non-C-suiters have a say in purchase decisions.” Making sure that you’re not exclusively creating content for the highest-level executives will go a long way in preserving mind-share and influencing your prospective customers.
- Over 70% of buyers begin their research with a generic search. Search is the #1 resource for b2b research. Since 2012, people spend much more time in the search phase of their purchase decision. And most business decision-makers start with a “generic query, so they’re looking for product [or solution] first, not for you.” When creating content, take into account the fact that most people will only see a preview (or meta description) of your blog posts before deciding whether to click and dive-in or keep moving on. Create meta descriptions that will not only catch peoples eyes, but also help them understand why it will benefit them personally and professionally.
You may not have predicted the benefits of blog marketing and perhaps you still have doubts; however, one fact is certain:
If you’re not creating content for your target audience, your competitors will (or already are). Does that bother you?
If you answered “yes”, then you already believe in blog marketing and just need to determine the best way to make sure it gets done.
Business blogging should be the cornerstone of your b2b content marketing strategy. We help our clients increase sales, customer retention, and referrals with targeted, engaging content marketing programs. Whether you already have a content marketing strategy that isn’t working or would like to build from the ground up, we’re here to help! 8020 Digital Marketing is a professional content marketing agency with over 10 years of experience. Contact us to learn more!