A lot of people ask me, “should my business be blogging?”
It leads me to believe that there is still, amongst the majority of professionals—particularly at the small-to-medium sized business level—a fundamental misunderstanding as to how blogs fit into the sales funnel.
If you don’t grasp how the sales funnel works, it can be easy to dismiss a blog as a frivolous expenditure and thus, a gigantic waste of time. But rest assured, blogs have an important place in the sales process.
Here is how a blog fits into the sales funnel. Keep in mind that the sales funnel works from the top-down:
- Inbound traffic: This is where your blog lives in the funnel. A blog post, like your web page, is used to attract people to your website. Unique visitors—i.e. Web surfers— may find you on Google, or click on a link. Remember that a blog post is often the first impression that a visitor will have of your business. So it’s pretty important that if you are blogging, it’s of high quality. Keep in mind also that your blog can serve as a valuable resource as visitors move further along the sales process.
- Lead conversion: This is the part of the process where your unique visitors indicate they are interested in your product. They may provide their personal information and download a white paper, or a video. Your sales team can then use this information to reach out to him or her.
- Prospect generation: Once you convert a visitor into a lead, there is still more work to be done. Next, you need to use longer, more detailed assets to further convince the lead to invest in your products or services.
- Customer acquisition: The last part of the sales funnel is typically reserved for product demos and executive summaries. At this point, the customer should be well informed about the basics of your brand and will most likely be comparing you to competitors.
With this process in mind, the question as to whether you should be blogging is simple. Unless you are a referral-based business that is not actively trying to acquire new customers, a blog is essential.
Think of it like this: If your website is bereft of information, unique visitors will simply turn to third party sites for information and reviews about your company. As soon as a customer leaves your website in search of supplemental information about your brand, they are as good as lost. A strong blog post will pull a reader down into the funnel, and—assuming it’s well written and comprehensive—will not let the reader go until a sale is made.
With an extensive background in journalism having worked at AOL’s Patch.com and New Haven’s “Groove Magazine,” Content Boost’s Digital Content Editor Gerald Baldino certainly has a way with the written word. His right-brain mentality and creative thinking has helped him launch numerous successful content marketing campaigns for his clients. Dubbed “Saint Baldino” for his willingness to help other team members in need, Gerald is an independent author and publisher, and enjoys creating short fiction, poetry and visual art in his spare time. Gerald received his Bachelor of Arts degree from the University of Massachusetts Amherst.