There is a juicy little white paper available from Hubspot called The State of Inbound Marketing that I got when registering for their webinar. The white paper contains the findings from a survey conducted by HubSpot in which 644 businesses representing Banking/Insurance/Financial Services; Communications/Media; Higher Education; Manufacturing; Professional Services/Consulting; Retail/Wholesale; Technology (Hardware) and Technology (Software/Biotech) reported on their usage, spending and results with regards to Inbound Marketing.
Of the Big 4 social media channels (LinkedIn, Twitter, Facebook and Blog) this is how the sectors similar to my customers ranked customer acquisition by channel by industry (percentage of businesses who acquired a customer through a specific channel):
- 58% Blog
- 53% LinkedIn
- 48% Twitter
- 32% Facebook
- 59% LinkedIn
- 58% Blog
- 38% Facebook
- 21% Twitter
As you look at your marketing plan, how prominently does marketing through these platforms figure in to the plan?
Here’s something to consider, the survey saw a direct relationship between frequency of blog posting and the conversion rate of customers. To quote HubSpot, “If your blog is underutilized, you are leaving customers on the table.” For those who committed to weekly blog posts, 72% reported gaining customers compared to 33% who answered that they blogged less than monthly.
I was actually amazed at the high number of businesses that are blogging weekly. What this means is that if you are not blogging on a weekly basis, you’re way behind. If you’re not blogging at all, it’s probably time to start.
I can help you. We’ll discuss your ideal customer and develop a calendar of weekly blog posts written to appeal to the types of prospects you wish to attract. Content developed for your blog compared to one-off marketing campaigns is the difference between buying investing in interest bearing accounts versus purchasing lottery tickets. The content developed today continues to work into the future, always available for future prospect. With each weekly article posted, your library showcasing your expertise continues to grow, there is more content for the search engines to find and your presence rises in the search rankings. Don’t become irrelevant to a large and ever-growing segment of buyers. Do a course correction and reach your future customers on the platforms they prefer.