Perform Blog Posts Actually Result in Purchases [New Data]

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In our 2021 Executive Marketing Leadership Survey, 20% associated with marketing leaders defined company blogs as one of their “most important channels” for hitting goals.

The particular enduring importance placed on blogging isn’t shocking. Not only can blogs boost your SEO, overall site traffic, and online presence, however they can also help prospects learn more about your market, brand, product, or even service.

However starting and operating an effective, traffic-generating blog requires a lot of time and energy. And, if you’re the marketing manager on a tight budget, you might only be interested in tactics that directly benefit your main point here.

As you determine how you’ll invest your time and energy, effort, and profit 2021, you might ask yourself, “Will my blog posts actually lead to buys? ”

To assist marketers answer problem above, we surveyed nearly 300 consumers using Lucid software to learn if reading through company blog posts had ever led them to make purchases from that brand.

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

Do Blog Posts Lead to Purchases?

While the growth associated with other content techniques, like video marketing, might have you thinking that consumers will only buy items after seeing them on other systems, you might be surprised simply by how consumers taken care of immediately our survey question.

When we requested, “Have you ever purchased something from a company after reading through a blog post from them? “, a whopping 56% said, “Yes. ”

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

Data Source

While weblogs are no longer the most popular type of marketing content, data like the little survey above reaffirms that blogging remains an effective way to market your brand and even sell products.

Precisely why Blogs Lead to Buys

If your business has a blog that discusses your sector or how your offerings can help with the typical reader’s everyday discomfort points, your audiences can discover plus gain trust in your brand’s expertise. That trust and trustworthiness could ultimately lead to purchases.

Precisely why? If a prospect trusts the advice or information given inside your blog posts, they might rely on that your offerings are better quality than your own competitor’s because your brand knows the industry, what customers want, as well as the pain points that your product or service solves.

Even if you prefer movie, social media, or visible marketing strategies, you have to remember that blogs may help you sell products in manners that other articles types can’t.

For instance, while movies and images might only give potential clients a glimpse showing how a product or services works in actual life, blog posts can offer comprehensive information that a visible content editor may need to cut to avoid mind-boggling a viewer on social media or various other platforms.

And, while blog posts provide more chances to give in-depth information compared to some content forms, they also could improve your search ranking and allow a lot more opportunities to link directly to a landing or purchasing page. For this reason, consumers could find your articles via search, study your post, plus click straight to a product purchasing page with low friction after your content has confident them to buy a product.

Additionally , due to the fact most blog sites allow you to embed videos, pod-casts, and imagery, your company blog can also be an excellent place to promote your other marketing assets while still informing prospective customers about your brand name.  

In the next year, consider a mix of content marketing that includes blogging. Not sure how to persuade shoppers together with your blog posts? Here are a few quick tips.

Tips on how to Lead Readers in order to Purchases

Intentionally place product page links and CTAs.

Aside from talking about your brand, product, or service exactly where it feels natural in your blog posts, you can also use hyperlinks to hyperlink out to product web pages, or CTA buttons that draw slightly more attention  to a item or offer with no directing reader attention too far away from your blog post.

At HubSpot, we generally place at least 3 CTAs related to a blog topic within each post: a text-based CTA within the introduction, a larger banner ad image at the bottom, plus a slide-in CTA that shows up to the side of the text as you aren’t scrolling through the core post. This allows three mentions of a item or offering without having interrupting the reader’s experience.

Provide a free resource:

If your brand offers a subscription, assistance, or product that is on the pricier aspect or needs leadership approval from your company, blog readers may need more than a few blog posts in order to trust your brand name and invest in your own product. In that case, you will need to focus on lead-nurturing instead of sending blog visitors directly to a buying page.

HubSpot and many other blogs have raised their contact and qualified lead listings simply by creating a free of charge downloadable resource, like an ebook, design template, or research statement, and offering this through CTAs in late blog posts.

Below is an example of a current free research report resource we offered by the end of one of our own Sales Blog posts:

example of a blog post with a bottom CTA

To reach free — but gated  — offers, readers must give basic information about them selves and their business. From there, they get an automated email or instant download of the resource whilst also becoming a get in touch with — or business lead — and enter our lead-qualification process to see if they could be a good prospect to achieve out to.

The HubSpot Blog’s free of charge resource strategy leads to thousands of qualified leads  per year that could potentially convert into HubSpot customers. You can learn read more about how to implement it on your blog here.

Remember, quality beats over-promotion.

Within another recent Articulate survey, one-third of our own group of general customer respondents most commonly learn blog posts to “learn something new. ” Meanwhile, roughly 20% examine blog posts for the sake of entertainment.

As a content creator, it’s important to remember that readers will likely find your blog because these kinds of are looking for information related to an industry they operate, want to learn something associated with their hobbies, or need solutions to get a pain point these people deal with in their day-to-day or professional lifestyles.

Odds are, they’re not looking exclusively for promotional content material. If a reader visits your blog site plus finds nothing but blog posts filled with product shots and cheesy advertorial language, they might weary in your content and might not develop the particular sense of trust needed to make a purchase.

While it’s wise to place a few unintrusive CTAs in your blog posts, and even mention your product or service when it feels related, be sure your content primarily offers valuable assistance, advice, and details that will help your reader plus fulfill their requirements.

For example , in this post about AI social media marketing tools, we provide valuable information about how to implement AI-based technologies in a social media procedure while listing HubSpot as one of the tools readers can use. While we still mention the offerings, the post’s goal is to display readers how several AI tools can streamline a advertising process.

Creating Your Blog Nurturing Process

Ultimately, every single brand has a target audience with different interests plus content needs. While one blog strategy, such as free resources, will work well to generate qualified leads for a B2B company, other tactics, like merely linking to a item in blog posts, might be more lucrative for consumer-facing brands.

As you focus more on turning your blog traffic directly into revenue, keep these questions in mind:

  • What information can be valuable to my viewers?
  • Does my product require prospect nurturing such gated offers?
  • Will the tactic I am using seem over-promotional or disengaging to a audience?

Want to learn more about how the HubSpot blog generates leads? Check out this post  from one of our articles acquisition managers. Or even, take down these tips on how to make money blogging.

Before you check out all those pieces, be sure to download the free useful resource below.  

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