The document discusses how blogging can be an effective marketing tool for B2B companies. It notes that while many companies blog, most do not take advantage of using blogs to get feedback from customers. By responding to customer feedback on blogs, companies can learn what influences purchasing decisions. The document advocates that companies should start blogging or improve their blogging efforts to obtain this customer input, as 9 out of 10 competitors are missing this opportunity.

1. ... And The Mistake 9 Out of 10 of
Marketing Professionals
Make In Using It
Alex Milo
B2B Copywriting & Consulting

2.  The B2B Marketing world is changing.
Are you changing with it?
 Have you and your company
 changed with it?
 According to HubSpot:
 78% of Internet users do product research online.
 57% of businesses have acquired a customer through
blogging.
 Over 200 million Americans have registered with the
“Do Not Call” list.
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3. “Blogs are considered the
most effective social network
for B2B prospecting”.
BtoB survey and the Association of National Advertisers (ANA),2010
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4. Only 15% of brands respond customers via social media communities,
and 7% listen via blogs.”
7%
Listen To
Blogs
8%
Discussion
21%
Forums
Surveys
12%
Advisory
Boards
19%
15% Call
Social Media Centers
Communities
18%
Company
websites
“2012 Marketing Industry Report,” Social Media Examiner
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5. According to Mike Volpe
HubSpot’s VP of Marketing…
“Blogs generate 55% more website traffic than companies
that don’t… and they get 97%
more links coming in to their sites.”
Handley, Ann and C.C. Chapman, Content Rules, John Wiley and Sons, Hoboken, N.J., 2012.
Blogging’s Applicability to Customer Buying Phases
 Has need Maintain visibility
Recognize need  Have the right product
Establish urgency  Make it easy to buy
Create company awareness Continue relationship
Create product awareness
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6. “Blogging ranked #2 (behind Google+)
in social media tools marketers want
to learn more about.”
Social Media Examiner
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7. 1. Effectiveness: Generate leads and drive
sales with opt-in content and soft sell with
case studies.
2. Efficiency: Blogging is cheaper than
traditional marketing, hands-down, according to
55% of companies surveyed.
3. Branding: With a diverse customer base you need
to ensure your message remains consistent and on point.
4. Thought Leadership: Blogging isn’t a frivolous endeavor that deals with
issues on a superficial level. Whitepapers can be posted one section at a time.
5. Customer Retention: By blogging consistently and constantly with infectious
content, you’ll develop a loyal following.
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8.  Blogging isn’t a flash-in-the-pan
 It’s not only popular, its growth
in B2B markets is persistent.
 It’s a myth that B2B marketers lag their B2C peers
in adopting social media.
 The reality is that B2B marketers are leading their
counterparts in the B2C community– 81% vs. 67%.
B2B Digital Marketing
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9. The number one way to see a significant
improvement almost immediately is to
leverage your prospects’ and customers’
feedback.
 It’s shrewd and profitable.
 9 out of 10 of your competitors fail to exploit this advantage
today.
 Less than 2 out of 10 of your competitors take advantage
of blogs’ direct and real-time communications in
responding to customers.
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10.  Your prospects and customers are telling you what they want.
 When they post their feedback to your blog, they’re telling you
what influences their purchase decisions.
 If you decide to take advantage of this gross oversight by your
competitors, I urge you to call me at 256-289-3212 or by fax at
256-217-4483.
 Tell me what you’d like to accomplish, and I’ll help you engage
your prospects and customers by blogging
 Call 256-289-3212 or send a fax to 256-217-4483, today and let’s
discuss your goals and objectives.
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