Do Blog Posts Actually Lead to Purchases [New Data]

In our 2021 Executive Marketing Leadership Survey, 20% of promoting leaders described firm blogs as one among their “most essential channels” for hitting objectives.

The enduring significance positioned on running a blog is not surprising. Not solely can blogs enhance your search engine marketing, total web site visitors, and on-line presence, however they will additionally assist prospects be taught extra about your business, model, product, or service.

However, beginning and working an efficient, traffic-generating weblog requires plenty of time and power. And, if you happen to’re a advertising supervisor on a good finances, you may solely be serious about ways that instantly profit your backside line.

As you establish how you will make investments your time, effort, and cash in 2021, you may ask your self, “Will my weblog posts truly result in purchases?”

To assist entrepreneurs reply the query above, we surveyed almost 300 shoppers utilizing Lucid software program to be taught if studying firm weblog posts had ever led them to make purchases from that model.

Download Now: How to Start a Successful Blog [Free Guide]

Do Weblog Posts Result in Purchases?

Whereas the growth of other content strategies, like video advertising, might need you considering that buyers will solely purchase merchandise after seeing them on different platforms, you may be shocked by how shoppers responded to our survey query.

After we requested, “Have you ever ever bought one thing from an organization after studying a weblog publish from them?”, a whopping 56% stated, “Sure.”

percentage of people who've bought something after reading a blog is 56%

Data Source

Whereas blogs are no longer the most commonly used type of marketing content, knowledge just like the small survey above reaffirms that running a blog remains to be an efficient strategy to market your model and even promote merchandise.

Why Blogs Result in Purchases

If your organization has a weblog that discusses your business or how your choices might help with the common reader’s on a regular basis ache factors, your audiences can uncover and acquire belief in your model’s experience. That belief and credibility may in the end result in purchases.

Why? If a prospect trusts the recommendation or data given in your weblog posts, they may belief that your choices are higher high quality than your competitor’s as a result of your model is aware of the business, what prospects need, and the ache factors that your services or products solves.

Even if you happen to desire video, social media, or visible advertising methods, it is essential to do not forget that blogs might help you promote merchandise in ways in which different content material varieties cannot.

For example, whereas movies and pictures may solely give prospects a glimpse of how a services or products works in actual life, weblog posts can supply in depth data {that a} visible content material editor may want to chop to keep away from overwhelming a viewer on social media or different platforms.

And, whereas weblog posts supply extra probabilities to offer in-depth data than some content material varieties, in addition they may improve your search rating and permit extra alternatives to hyperlink on to a touchdown or buying web page. Due to this, shoppers may discover your content material by way of search, learn your publish, and click on straight to a product buying web page with low friction after your content material has persuaded them to purchase a product.

Moreover, as a result of most weblog websites will let you embed movies, podcasts, and imagery, your organization weblog will also be an ideal place to advertise your different advertising property whereas nonetheless informing prospects about your model.  

Within the subsequent yr, take into account a mixture of content material advertising that features running a blog. Unsure find out how to persuade customers along with your weblog posts? Listed here are a number of fast suggestions.

Methods to Lead Readers to Purchases

Strategically place product web page hyperlinks and CTAs.

Apart from mentioning your model, product, or service the place it feels pure in your weblog posts, you can too use hyperlinks to hyperlink out to product pages, or CTA buttons that draw barely extra consideration to a product or supply with out directing reader consideration too far-off from the weblog publish.

At HubSpot, we often place at the least three CTAs associated to a weblog subject in every publish: a text-based CTA within the introduction, a bigger banner picture on the backside, and a slide-in CTA that exhibits as much as the aspect of your textual content as you are scrolling via the center of the publish. This permits three mentions of a product or providing with out interrupting the reader’s expertise.

Supply a free useful resource:

In case your model sells a subscription, service, or product that is on the pricier aspect or wants management approval out of your firm, weblog readers may want quite a lot of weblog posts to belief your model and put money into your product. In that case, you may must concentrate on lead-nurturing fairly than sending weblog readers on to a buying web page.

HubSpot and plenty of different blogs have grown their contact and certified lead lists just by making a free downloadable useful resource, resembling an e book, template, or analysis report, and providing it via CTAs on the finish of weblog posts.

Under is an instance of a current free analysis report useful resource we supplied on the finish of one among our Gross sales Weblog posts:

example of a blog post with a bottom CTA

To entry free — however gated — gives, readers should give fundamental details about themselves and their firm. From there, they obtain an automatic e mail or prompt obtain of the useful resource whereas additionally changing into a contact — or lead — and enter our lead-qualification course of to see in the event that they might be a superb prospect to succeed in out to.

The HubSpot Weblog’s free useful resource technique leads to hundreds of certified leads per yr that would probably convert into HubSpot prospects. You’ll be able to be taught extra about find out how to implement it in your weblog right here.

Keep in mind, high quality beats over-promotion.

In one other current Lucid survey, one-third of our group of basic shopper respondents mostly learn weblog posts to “be taught one thing new.” In the meantime, roughly 20% learn weblog posts for the sake of leisure.

As a content material creator, it is essential to do not forget that readers will probably discover your weblog as a result of they’re on the lookout for data associated to an business they work in, wish to be taught one thing associated to their hobbies, or want options for a ache level they cope with of their each day or skilled lives.

Odds are, they are not wanting solely for promotional content material. If a reader visits your weblog web site and finds nothing however weblog posts stuffed with product pictures and tacky advertorial language, they may lose curiosity in your content material and won’t develop the sense of belief wanted to make a purchase order.

Whereas it is sensible to put a number of unintrusive CTAs in your weblog posts, and even point out your services or products when it feels related, make certain your content material primarily gives beneficial steerage, recommendation, and knowledge that may assist your reader and fulfill their wants.

For instance, on this publish about AI social media instruments, we give beneficial details about find out how to implement AI-based expertise in a social media course of whereas itemizing HubSpot as one of many instruments readers can use. Whereas we nonetheless point out our choices, the publish’s purpose is to point out readers how a number of AI instruments can streamline a advertising course of.

Creating Your Weblog Nurturing Course of

In the end, each model has a target market with totally different pursuits and content material wants. Whereas one weblog technique, resembling free assets, will work nicely to generate certified leads for a B2B firm, different ways, like merely linking to a product in weblog posts, may be extra profitable for consumer-facing manufacturers.

As you focus extra on turning your weblog visitors into income, preserve these questions in thoughts:

  • What data is effective to my viewers?
  • Does my product require lead nurturing such gated gives?
  • Will the tactic I am utilizing appear over-promotional or disengaging to my viewers?

Wish to be taught extra about how the HubSpot weblog generates leads? Take a look at this publish from one among our content material acquisition managers. Or, take down these recommendations on find out how to earn money running a blog.

Earlier than you try these items, be sure you obtain the free useful resource under. 

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