Blogging Drives Business Results that Impact the Bottom of the Funnel
And I’m not just saying it because an article I got published in 2016 to promote my business as a freelance B2B blogger ended up driving revenue for three years, or because I heard from my specific clients about business results they’ve achieved with content.
The need for a business blog starts way down at the bottom of the funnel.
It starts with the “buy now” button.
No matter what size, shape or color your “buy button” is, according to brain studies, the area in our brains that gets activated when we’re in physical pain also gets activated when we’re asked for our credit card details.
If we want prospects to buy, we’ve got to make it pain free.
Why B2B Buyers Need Your Blog in Order to Buy From You
In a study by Google, the CEB and Motista, approximately half of the business buyers said they haven’t spoken up in their company, even when they’ve wanted to buy a new solution, because they were too afraid of the risk.
Source: Kapost
In B2B, the stakes are often high.
Which means emotions run high.
And a blog that takes the individual reading it into consideration, just as much as it caters to her company, will convert.
Blogging Gives Prospects the Touching Points They Need to Trust Your Company
According to the Online Marketing Institute, “it can take 7 to 13+ touches to generate sales-ready, qualified leads.”
If you work with a freelance B2B blogger to publish an article once a month, you’re within the trust potential.
Want to go faster? Deeper?
If you publish every week, you gain 52 opportunities every year to build trust.
And once a prospect gives you that opportunity, you’ve got to seize it.
How Do You Build Trust? The Same Way You Increase Shareability: By Putting Your Audience’s Actual Needs First
According to the 2019 Content Marketing Institute and MarketingProfs report, “96% of the most successful B2B content marketers agree that their audience views their organization as a credible and trusted resource” partly because the top performers always – or at least frequently – prioritize their audience’s informational needs over sales or promotional messages.
Here’s what makes it possible:
According to the report, 77% of the most successful B2B content marketers develop content around personas.
Meaning, they understand exactly who they’re writing for and what their ideal customer needs from them. That’s compared with only 36% of the least effective B2B content marketers.
Of course, you’ve got to make sure your freelance B2B writer understands persona as well if you want to publish content that your audience cares about.
The truth is, I already gave up. After trying to work with 4 copywriters who didn’t keep their promise or provide high quality work, I left a long list of new site pages for “one day”. But there was something in Ayelet’s email that got me to give her a chance. It was clear she understands marketing and understands my needs.
In the short time we’ve worked together, she’s translated my ideas into quality marketing materials, which decreased abandonment rates and and raised the rank of the keyword I most wanted to promote – from the bottom of the second page to the top 4 results of page 1 in Google searches.
– Dudu Buzaglo, founder and CEO, Dotweb
Turn Your Articles into Conversion Assets with a Freelance B2B Blogger that Specializes in Helping Your Audience Succeed
When I start working with you as your freelance B2B blogger, my first goal is to understand your company and its goals, and your audience members and their needs, as much as possible, in order to develop the most accurate content to help you both succeed.
Part of that means reading materials you send over: Company information, past content you produced, industry reports, or whatever else you think could help me help you succeed.
The other part is asking you a bunch of questions.
I go more into it in the following video, but it comes down to understanding:
- Who exactly is your ideal customer?
- What are her transformation goals?
- What could help her convert?
- What could turn her into an advocate?
This isn’t about pitching your audience in blog posts, but rather about virtually introducing your freelance B2B blogger to your ideal customer, so I can write content that makes her feel like we get her and that, therefore, this is a company she can trust to help her reach her goals.
Work with a Freelance B2B Blogger that Has Dedicated Almost a Decade (Since 2012) to Serve Your Audience
(Also, Ask Me About Packages that Get You Some Articles for Free)
Don’t let your blog be just another tab on your site. Contact me today at [email protected] and I’ll help you turn it into a helpful resource for your audience, so you can build trust.