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29/07/2020 Luke Goldsworthy

Can blogs increase your online sales and leads?

It’s easy for retailers and B2B companies to avoid the additional work of regular blogging, but it is one of the most effective and low-cost methods of increasing sales. After videos and ebooks, it’s the most popular content marketing tool.

If blogging is not currently part of your digital marketing strategy, you’re missing an exciting opportunity to build your brand. It is a way to demonstrate your product, show industry expertise, and drive traffic and potential customers to your site. It is imperative with blogging to improve customer experience, and ultimately to gain a competitive advantage while adding value to your business.

Research from DemandMetric found:

  • 80% of internet users read both social media and blogs
  • Blogs can result in a 434% increase in indexed pages and a 97% increase in indexed links
  • Businesses that blog average 67% more leads monthly than those that don’t
  • 70% of customers prefer to learn about a company through articles rather than advertisements

The importance of blogging is confirmed by The Ultimate List of Marketing Statistics for 2020, from Hubspot, which additionally found that blogging businesses get 55% more website visitors than companies that don’t, and marketers who prioritised blogging earned their companies 13 times more ROI in 2019 than those that didn’t.

From large retail chains to exclusively online business, to even small bricks and mortar shops with a limited online presence, blogging has proven to be one of the best forms of marketing communication.

Now that you’ve decided to (re)launch your blog, it is crucial to commit to it. There’s nothing worse than visiting a website and seeing that the latest blog entry was from last September. Depending on the volume of transactions your business enjoys, it may be worth posting up to three times per week or more. Hubspot found that publishing 16 or more posts per month led to over three times more traffic compared to businesses publishing four or less. The same companies enjoyed around 4.5 times more leads as well. These stats are comparable across B2B and B2C interactions.

Not only do you need to post often, but you need to post for your audience. You’re trying to reach customers, so forget business jargon and write in a personal tone. Now is not a time for marketing puffery but rather to build a relationship with your customers. And remember your business reputation is on the line, so correct grammar and spelling is essential. 

  • Do not breach confidentiality. 
  • Do not criticise others. 
  • Do give credit for sources of information you use. 
  • Have someone other than the writer proofread before the post goes live. 

As this is a relationship-building exercise, it’s valuable to let your readers have an opportunity to leave comments – and when they do, take them seriously and respond promptly and courteously. Above all, make your blogs interesting, useful or entertaining – or ideally a combination of all three. No one will return to read boring or irrelevant posts, and engaging ones can get likes and shared across social media channels.

Here are some themes to get you started:

  • Staff Top Tens (people love listicles)
  • New products
  • Product reviews
  • Industry trends
  • Topical news, such as Covid-19 at the moment
  • “How to” or “Why?” articles
  • Employee profiles

If you need help setting up a blog, sourcing writers, or figuring out its place in your overall digital marketing strategy, most importantly, quality content, The Playhouse Group is here to help.

Get in touch with our team and we can talk to you about this or any eCommerce questions you may have.