I read a great article by Bob Bly and commented on it on my personal blog, but I wanted to provide a little bit of a twist on it for you - the business bloggers!
If you wish to attract B2B leads with your corporate blog:
- Don't sell, you're already working with readers who want to buy.
- Speak to the reader's needs, they are a sophisticated reader.
- Business buyers read more because they need more information. Feed their need with many blog posts.
- Business buying usually takes multiple steps, strategically blog and lead your prospective buyers through all of the steps.
- Business buyers require influences. Writing about how you're fulfilling your current customers will fulfill those requirements!
- Business products are complex. It's alright for you to write complex posts to meet the needs of the reader.
- Business buyers are looking out for the needs of their business. Be sure to provide the necessary content so they realize those needs will be met.
- Business buyers are also looking out for themselves! The content you write about your customers should provide reassurance that buying from you won't be stressful nor will it be a hardship.
- Business buyers fear the unknown. Show as many examples of other customers as you can to quell that fear.
- Business buyers don't want to lose control. Provide them with examples of how you're a partner, not a replacement.
There are some very distinct differences between a business buyer and a consumer. When you're writing your B2B blogging posts, be sure to write your content in a manner that feeds the needs of the reader.
Remember, these are readers who want to buy from you!
Comments for 10 Keys to B2B Blogging
Leave a comment