Blogging can increase both traffic and leads

Oct
2012
25

Creating a website provides you an online platform from which to engage your clientele and sell your products & services. If your intent is simply, to have a web presence that people can visit and to get your contact info or read about your company, think again. It is important to know that by setting up your website you are already doing 80% of the work for only 20% of the value. If you do not plan to take advantage of a content management system to update regularly your content, you are missing the potential to attract more clientele without much of the advertising fees.

A blog, which is a list of published articles, may be the right solution for your business. It does require more work but the impact is greater as well.

Some of the benefits of blogging for businesses are

  • Stickiness: Your blog content can have your visitors stay on your site longer. They land on your website and if your content is interesting to them, they will surf around your website much longer.
  • Trust: People who revisit a website more than once tend to have a higher level of trust on the published content. Moreover, this can convert into sales in the future.
  • Demonstrate expertise: if your content is appealing and it resonates with your target market then one day, your visitors will perceive you as the go-to person for your services or products.
  • Increase traffic: The amount of unique content you publish is directly related to the amount of visitors you will get from search engines. (see charts below)
  • Easier to go Social: The blog is setup in a manner that can make it easy for your visitors to share your content on social networks.
  • SEO: Because blogging helps visitors easily share your content by commenting or posting your content on social networks and link back to your blog articles, search engines will reward you with free traffic.

For sure, there are more benefits to blogging for businesses then the six above. A website development firm with right skills can help you identify these benefits according to your business objectives. Most of business owners see how a blog can be beneficial to them in the long term but they get cold feet when they assess the amount of work it requires to keep the blog fresh.

And, yes maintaining a blog takes work.

However, how much work will it take to get the desired outcome?

A marketing research by HubSpot identified the relationship between the amount of blog articles and traffic generated by benchmarking 7000 business websites (B2B or B2C).

How can you increase both traffic and leads?

In the following sections of the article think about blogging as articles, list of articles, landing pages, twitter, Facebook & more.

The report benchmarks the 7000 businesses by target market (B2B or B2C) and company size to help you identify what it will take you to meet your objectives.

How will increasing the amount of content affect your incoming traffic?

As you see in the charts below, the amount of blog content really affects your incoming traffic. The return on investment for blogging on a long-term basis will depend on your target market and company size.

website pages vs traffic

website pages vs traffic by company size

website pages vs traffic by target market

Some interesting statistics published by the same report.

  • Companies with 51 to 100 pages generate 48% more traffic than companies with 1 to 50 pages.

  • B2B & B2C companies with 101 to 200 pages generate 2.5 times more leads than those with 50 or fewer pages.

  • Companies see a 55% increase in leads from increasing landing pages from 10 to 15.

  • Most companies do not see an increase in leads when increasing their total number of landing pages from 1-5 to 6-10.

  • Companies that blog 15 or more time a month get 5 times more traffic than companies that do not blog.

  • Small businesses (1-10 employees) tend to see the biggest gains in traffic when they post more articles.

  • Companies that increase blogging from 3 to 5 times per month to 6 to 8 times per month almost double their leads.

  • B2B companies that blog only 1 to 2 times per month generate 70% more leads than those who do not blog.