With so many opportunities making rounds in the B2B marketing industry, every company is trying to tap as many channels as possible to achieve lead generation campaign goals and eventually satisfy their nagging craving for conversions.
Indeed, with both outbound and inbound methods available, marketers are able to penetrate target across communication spheres.
However, in my opinion, strong emphasis has to be given to the ever prolific and highly effective area of blogging. There are many good reasons why I think this is so:
Blogs allow companies a plethora of ways that help the entire marketing activity a whole lot easier. Quality content draws in the crowd, which also boosts much-needed traffic. In the process, prospects are given the medium to interact with the business and vice versa. Relevant information and industry updates are easily disseminated. There are also a lot of ways in which current issues are addressed — if not completely resolved — by fostering an online community of business bloggers in a particular niche. In short, blogs aren’t just for show; there’s so much under the hood that both marketers and prospects can benefit from.
Branding is best done through the use of an online platform. And given that Facebook, Twitter and LinkedIn allow ample space for creativity can sum up why many companies are racing to dominate a large slice of the industry online. Investments in image development demonstrated through ingenious online campaigns and gimmicks have been put to good use in corporate and social blogs, especially for thought leadership and authority goals.
The internet is a free tool (most of it, anyway). Treading online, there exist less (or no) financial restrictions, which is best when you are leading and developing an infant business. Marketers like me make the most of the free opportunities that platforms such as WordPress and BlogSpot offer. We apply for advanced subscriptions and enjoy even more space to test innovative strategies and convert readers into paying customers.
Blogs, albeit following an author-reader system, are not a one-way road for communicating. In fact, a lot of the market’s sentiments are expressed through blogs (usually in the comments section) and even though some of them are spam, there are nuggets of gold that marketers like me could pick up and use to make improvements.
Blogs are like a portal for businesses to cross over to the target industry, immersing themselves into an ocean of information and huge chunks of reality.
This is very new for me and I’m still learning my way around the blogosphere, but this early on, I’ve already found it greatly satisfying to be able to communicate and express my thoughts on certain matters that I think are important to growing a business. I hope I get to do this with a much bigger scale and influence.
Contrary to what most people think, I believe blogs are quantifiable. Not only that the act of blogging itself can be measured (frequency, engagement, shares), the by-product of blogging can also be overtly observed through other barometers. Blogs tell people that you’re there (you’re practically non-existent if you’re not online), and its impact on traffic and awareness, although indirect, are still deservedly attributed to blogging.
We live in the internet age, and blogging is absolutely essential — if not totally imperative — to business survival. Different companies may have different reasons to engage in blogging (personally, I do it for brand awareness and authority), but the bottom line is this: I think we can all agree that the business world is on its way to completely migrating to cyberspace. Blogging is just the beginning.