Blogging can be a joy to some, and an outright pain to others. If your business is lucky enough to have a gifted writer on staff to whom ideas, keywords and SEO strategies come as second nature, then you’re off and running towards constant content creation and a robust and interesting website. It’s more than likely, though, that everyone at your small Calgary business is already performing above and beyond what any normal human should be able to, and you’re pretty much tapped out for extra projects. Unless you have a staff of several thousand to choose from, it’s unlikely you’ll find anyone among your talent pool that has the ability to take on the job with any regularity.
It’s easy to sluff off the responsibilities of blogging, especially when its effectiveness is not readily apparent. However, Hubspot has provided a number of stats that prove that blogging is pivotal to online lead conversion, and we at Calgary’s Emphasize Design have seen the results ourselves with our own clients.
Ten Remarkable Stats on the Effectiveness of Blogging
- The 2011 HubSpot ROI Study discovered that 69 per cent of businesses surveyed credited blogging for their online lead generation success.
- More than half – 57 per cent – of companies have acquired a customer through their blogs.
- Blogging companies receive 55 per cent more traffic than non-bloggers.
- According to HubSpot’s 2013 State of Inbound Marketing report, 62 per cent of marketers will blog this year (up from 42 per cent in 2009).
- At this point, and also according to HubSpot’s 2013 State of Inbound Marketing report, only 9 per cent of businesses have a full-time blogger working for them. That number is expected to increase.
- Companies that blog earn 55 per cent more website visitors, 97 per cent more inbound links and 434 per cent more indexed pages. (From Everything You Need to Sell Your Boss on Business Blogging)
- According to HubSpot’s Lead Generation Lessons From 4,000 Businesses, those who blogged more than 15 times per month but less than 20 received over twice the traffic than those who blogged weekly or less. They also established three times more leads.
- From the same survey, businesses that posted 20 blogs or more per month consistently received five times more traffic than those who blogged weekly or less. They also established four times the leads.
- And again from the same survey, those with more than 200 total blog articles received 4.6 times more traffic and 3.5 times more leads than those with under 20.
- The HubSpot Inbound Marketing Blog has more than 57,000 subscribers and is visited by more than 1.4 million people monthly.
Blogging Can Do More Than Just Raise Numbers
Blogging is a lot more than a tool for traffic. Lead conversion doesn’t just happen – it’s the result of you managing to earn the trust of your customer so that they are willing to invest in your product. Your blogs can be used as an example of how people can expect to be treated in person by your company. If you create straightforward, friendly and helpful content, people will anticipate the same from your sales staff. You can also create blogs about your products that highlight their benefits while also providing valuable information to your customer. Blogs can also show another side of your business – the one that gives to charity and that is involved in the community.
As more and more companies move towards blogging, more and more will require blogging services.