How to Drive More Traffic to Your B2B Blog
In a world where content is king, B2B blogging can have a huge impact on the success of your organization in terms of leads, brand awareness, customer engagement, and even revenue. Consider the following statistics:
- B2B marketers who blog generate 67% more leads than those who do not (source)
- 71% of bloggers who maintain blogs for a business report that they have increased their visibility within their industries their blogs (source)
- B2B companies that give blogging high priority get 13 times higher ROI than the companies where blogging is a barely tolerable, low-importance activity (source)
It’s evident that blogging is an effective tactic for B2B organizations. But, content creation is only half the battle. If you’ve worked in marketing for any amount of time, you already know high-quality content doesn’t always translate to a high number of visitors.
Today we teach you how to drive more traffic to your B2B blog so you can ultimately see better results from your content marketing efforts. Keep reading.
1. Search Engine Optimization (SEO)
The primary way people search and find content is through search engines like Google, Bing, and Yahoo. Therefore, if you want your content to be seen, you must optimize your website to rank highly for keywords related to your business.
SEO and blogging go hand-in-hand. High-quality content tends to rank highly and generate organic traffic. So, not only is SEO good for your blog, but your blog is also good for SEO. Consider the following statistics:
- Companies with blogs generate 55% more visitors to their website than companies without blogs (source)
- Websites with a blog tend to have 434% more indexed pages than websites that don’t have a blog (source)
- Companies who blog receive 97% more links to their website than companies who don’t blog (source)
SEO is a complex, multifaceted process. So, if you’re struggling to gain traction within the search results, we recommend you take it slow. If you’re not sure where to start, do some research on the following SEO tactics and best practices
- Check for technical errors: There are several technical issues that may prevent your blog from ranking highly. Even if you’re not technically inclined, these are easy to check and relatively simple to fix. Check out this helpful article to learn more: How to Fix 14 Technical SEO Problems.
- Audit your content: Google has always maintained that the best way to rank highly is to consistently produce high-quality content. But, if you have a backlog of out-of-date, thin, or low-quality content, it will take a long time to produce enough high-quality content to make up for the bad stuff. So, we recommend that you take a look at your entire body of content and make some changes. Update any content that’s out-of-date, trash the content that is no longer relevant, and repurpose anything that could potentially add more value to your website.
- Optimize for mobile: Over the past few years, mobile devices have surpassed desktop in terms of how people use search engines. That means search engines will prioritize mobile-friendly websites. Plus, having a blog that looks great on the desktop but messy on mobile devices is an easy way to turn visitors off.
- Use the right keywords: Many bloggers think they should use as many keywords as possible to boost visibility. As it turns out, this can actually hurt your search rankings. Instead, focus your efforts on keywords that truly align with your business goals. Go after specific terms that have enough search volume to generate traffic and avoid terms that are too broad or competitive. Then, optimize each blog post to include your target keywords in the title, URL, and meta description.
- Internal linking: When writing a blog post, make a conscious effort to include links to other relevant posts. Not only will you push readers to check out more of your content, but it also helps search engines to index your blog.
- External linking: This may seem counterintuitive – why give good content to others when you could use it on your own blog? But remember: To see search traffic increase, you must build up your overall web presence. Contributing to other publication builds authority and ultimately, improves your own blog’s search rankings in the long run.
2. Email Marketing
The effectiveness of email marketing is well-documented. In fact, 59% of B2B marketers say email is their most effective channel in terms of revenue generation (source). Here are a few ways to leverage the power of email marketing to boost traffic to your B2B blog.
- Create and maintain an email subscriber list for your blog: This is a no-brainer. Put an email sign up form on your blog and encourage readers to fill it out. Keeping a subscriber list will allow you to send updates, notify users when you’ve published something new, and keep an eye on how your posts perform. This is one of the best ways to re-engage one-time readers and turn them into regular visitors.
- Include a link to your blog in other email campaigns: Does your company send a customer newsletter? Or does it run regular email promotions? Try to include a link to your blog within these email campaigns. Remember, not everyone is ready to make a purchase. By giving them another option—your blog—you keep these prospects engaged until they’re ready to buy.
- Ask for feedback: The best way to get more visitors to your B2B blog is to give them more of the content they’re most interested in. Although you can analyze website visits and engagement metrics, the easiest way to learn what your readers want is to ask them. Use your subscriber list to send out a survey asking for feedback. Then, using the responses you get, tailor your content strategy to produce more interesting, relevant blog posts.
It’s important to note that contact information decays quickly—particularly email addresses. So if you’re struggling to gain traction with your email marketing efforts, we recommend working with a B2B data provider to help you clean up your database. You might discover that it’s not your content that’s the problem, it’s your email list.
3. Revamp Your Design
Perhaps your blog features truly brilliant and unique articles. That’s great – but if it’s poorly designed, visitors won’t care how great the content is. Remember, driving traffic isn’t just about bringing people to your blog, but keeping them there and encouraging them to come back. For that reason, your blog’s design matters just as much as its content. Consider the following steps to make your blog more visually appealing:
- Remove distractions: Every feature, graphics, and link on your blog should serve a purpose – consider everything else to be a distraction.
- Get visual: There’s no way around it – visuals are essential if you want your blog to attract visitors, and keep them reading. Create eye-grabbing feature images, turn a post into an infographic, include screenshots, embed videos – there are dozens of ways for you to add enticing visual elements to your blog.
- Break up your posts: Not every visitor is going to read every word of your blog. In fact, 43% of people say they skim blog posts (source). For this reason, it’s important to create posts that contain catchy titles, informative sub-headers, and bulleted lists to make your blogs more digestible. That way, someone skimming your posts can easily find the information they’re looking for.
4. Social Media Promotion
Just as SEO and blogging go hand-in-hand, so do social media and blogging. Use your corporate social media profiles to promote your content to an audience that’s already interested in your brand. The tricky part is – just like writing blogs doesn’t get you traffic, sharing blogs doesn’t guarantee engagement. Simply sharing a link to every blog post isn’t enough to see a real boost in traffic. Here are a few ways to drive traffic to your blog using social media:
- Consider your copy: Your blog may have a catchy title, but it may not be effective on social platforms like Twitter. Make sure your copy is engaging enough to make users leave the social platform and go to your blog. “Tease” the content of the blog with a statement or question that compels someone to want to read more.
- Social sharing buttons: It’s not enough to ask people to share blogs they like – you have to make it easy for them to do so. Include prominent social sharing buttons on your blog so visitors can share your content on their personal platforms within seconds.
- Social listening: Social listening is exactly what it sounds like—it’s the process of listening to the conversations your prospects are having on social media. Monitor hashtags and message boards to find conversations or posts that relate to your business. Respond to users’ questions or comments with helpful information. And, in the same post, share a link to a relevant blog post that supports your statements. This method adds a personal touch and demonstrates your authority on the specific topic.
While the aforementioned methods are useful, they can often take up a lot of your time – which is arguably as important as your money. Therefore, you may want to consider generating blog traffic through paid promotional tactics as well.
Paid traffic sources like Google AdWords and Facebook Ads have grown in popularity over recent years. They’ve also become more advanced, allowing you to target audiences that will be most interested in your content. Investing in paid advertising campaigns can yield several benefits:
- Increased visibility: This one’s obvious – but in an increasingly crowded space, paid ad campaigns to help your B2B blog reach a larger audience.
- Targeting: Not only will you see more traffic from paid ads, you’ll see the right Meaning – platforms like Google AdWords allow you to promote your blog to highly specific audiences. Analyze your buyer personas and target the job titles, job functions, interests, and companies that are most likely to be interested in your content.
- Analytics: Many advertising platforms provide in-depth campaign analytics. This information will help you understand which advertisements perform the best and will offer insights that will improve your campaigns moving forward.
6. Content Syndication
Another easy and effective way to expand the audience of your B2B blog is through content syndication. Content syndication is essentially an automated way to share your content on different platforms and websites. Platforms or websites that syndicate content typically link back to the original post or embed the original post on their website—meaning you don’t have to worry about running into duplicate content issues.
Many content syndication platforms attract a unique audience of people who are interested in a very specific topic. For this reason, content syndication tools and websites are an excellent way to generate the right type of traffic to your blog. For example, if you sell a payroll tracking software to HR leaders, a platform that curates and syndicates HR-related content would be an excellent way to secure more interested readers for your blog.
There’s no magic solution that will help you generate web traffic. What works for one blog post might not work for another. Don’t grow discouraged if the traffic doesn’t roll in right away! Just like building a business, running a successful blog takes time. Focus on producing high-quality content and your audience will be more likely to find you.
About the Author:
Sam Holzman is the Content Marketing Specialist at ZoomInfo where he writes for their B2B blog. ZoomInfo is a leading B2B contact database that helps organizations accelerate growth and profitability. Sam regularly covers topics related to sales, marketing, and recruiting and likes to write about sports and travel in his free time.