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By: Bob Ruffolo on February 12th, 2012

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Businesses That Blog Get 55% More Website Visitors


Website VisitorsAs a business owner you’ve more than likely heard the blogging buzz. Today’s ultra competitive markets rely heavily on inbound traffic and blogging is the most effective strategy. Using a sample population of HubSpot’s 1,531 customers, a study first determined that 795 businesses blogged and 736 did not. Traffic case study data determined that businesses who blog get 55% more website visitors than those who do not. In a world where traffic is king blogging is clearly a means to the throne.

Brick and Mortar vs. E-Commerce

You may be thinking, my business is not based online and would likely not benefit from these new wave marketing techniques. In actuality the realities are quite different from our expectations of traditional brick and mortal vs. e-commerce. The fact of the matter is our society is the information age. Everything a customer needs to know is available at their immediate disposal online. According to Accenture over 50% of consumers locate products online before going to make an in-store purchase. The study also showed that 87% of those surveyed said the internet has improved their shopping experience. Therefore, new media marketing is no longer an e-commerce medium but instead a business medium as a whole. So what does blogging have to do with it all? Well, you could spend $25,000 on a media and advertising campaign that takes you into one cycle/quarter or you can spend that money on creating a perpetual machine that generates organic traffic and puts your business in a place of authority both online and offline. According to Hubspot companies that blog receive up to 97% more inbound links than companies that do not. Increased inbound links fuel organic search engine results. Therefore, blogging allows you to create search engine optimized presence online, enhances lead generation, and supports a consumer focused audience.

Creating a Consumer Focused Machine

Blogging is not just a mass traffic strategy but also gives you an opportunity if you choose to create an extremely targeted audience. For example, if your company is Epicurean specializing in Fine Food Imports your blog can focus on showcasing Fine Food Recipes. Customers searching for recipes that include these ingredients are an excellent target marketing strategy which can be easily implemented and adjusted via blog content.

The Real Cost Perspective

“This all seems a bit complicated and expensive” --these are usually the first comments we receive from our clients and then we put the investment into perspective. According to Hubspot inbound marketing strategies like blogging cost 62% less per lead than traditional advertising mediums. Moreover, 86% of people skip over television ads and 44% of direct mail is never opened. This means that only a small percentage of consumer oriented information reaches a potential client via traditional methods. In contrast, blogging brings consumer centric information to visitors who are actually searching or interested in the content your business provides.

Investing in a Perpetual Asset

Consider blogging in terms of an asset. What is the potential return on investment? How does it depreciate? These are questions we should all ask ourselves during the decision making process. In general it’s very rare to find assets that do not decrease in value overtime. A blog however is the exception to the rule. The older it gets and more content you provide the more valuable it becomes overtime. For example, this year you decided to invest $25,000 into creating your company blog. That $25,000 if invested properly will yield profit for the lifetime of the blog. That in itself is amazing. Also consider the fact that the internet is resistant to devaluation due to natural causes (e.g. rust, water damage, mudslides, earthquakes, storms, etc.). In general if you take the proper measures your investment is safe from any unforeseen disasters. A blog is quite simply one of the rare investments that make sense both in the short-term and long-term.

Final Thoughts

Creating a blog can be as easy as pie if you have the help of inbound experts implement systematic and time-tested processes. However, if you decide you want to create a DIY blog don’t embrace the lone ranger syndrome. Instead find valuable resources to help of your journey to business blogging. If you have any questions please let us know. We’d love to hear from you.

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If improving your business' blog is something that you are interested in but don't know how to get started, contact us today to schedule your free marketing analysis.

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About Bob Ruffolo

Bob is the founder and CEO of IMPACT, an agency he formed in 2009 to help people and their organizations succeed by changing the way they market themselves online. Since its founding, IMPACT has achieved its status as one of HubSpot's Diamond Partner Agencies and secured its place as one of the top inbound marketing agencies in the country.

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