Inbound Marketing: The Future of Marketing Part IV: Maximizing Your Blog’s ROI
03-30-11 by Nadia Romeo
Last week we claimed that blogging is an affordable way for non-professional marketers to enjoy some of the benefits of inbound marketing. This week, we’ll offer some statistics to back up our claim.
Here are some great numbers from the recent HubSpot survey of small business owners and marketing professionals:
- Most businesses now have a blog – 65%. Businesses without a blog are now in the minority. Chances are, your competitors have a blog – and you should too.
- 57% of companies using blogs reported that they acquired customers directly from their blog.
- 55% of respondents said that the leads generated from their blog cost less than the average cost-per-lead for their business.
- Respondents were more likely to say that blogs were a low-cost source of leads than any other marketing channel, inbound or outbound. If you only do one form of inbound marketing, a blog is the one to choose.
So how do you make a blog work for you? Once again, the statistics have the answer. If you walk away from this article with only one fact stuck in your mind, make it this one:
The more you post to your blog, the more likely it is to generate leads for you.
Fewer than half of survey respondents who posted to their blog once a month or less had acquired a customer through their blog, but 72% – nearly three-quarters! – of businesses that posted once a week had acquired at least one customer through their blogs. This number increased to 76% for respondents who posted 2-3 times a week, and to 89% for respondents who posted to their blogs more than once a day.
If you’re not posting to your blog at least once a week, you’re leaving a lot of leads on the table.
Looking at these statistics, we’ve concluded that for a small business owner who is writing his or her own blog posts, posting once a week hits the “sweet spot” for maximum ROI. If you post less often than that, your lead generation drops off significantly. If you post more often, you will probably get some increase in leads, but you have to invest several additional hours a week to do it, and the ROI might not be there.
However, if your company is larger and has more resources to devote to marketing, the more blog posts, the merrier. You should experiment until you find the “sweet spot” of ROI for your particular market.
(Of course, if no one in your company wants to write the blog posts, you can always hire professionals to write them for you. This is often the easiest and most affordable way to go – and it is usually the best way to be sure that your blog posts stay on schedule.)
Next week: The Yellow Pages – Your Grandmother’s Inbound Marketing?
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