B-to-B Blogs: An Effective Marketing Tool

I’m convinced that a blog is a very effective marketing tool for B-to-B marketers. It provides a genuine opportunity to build your company’s brand. But don’t think that if you just create a B-to-B blog you are assured of traffic.

Three things you will need to have a successful B-to-B blog:

  1. Focus on a niche/market. You can’t be all things to all people as no one would read it. Pick a specialty (or several) and give the audience relevant and meaningful content. Talk to them about ways you can help them solve problems. Keep the marketing copy out of it.
  2. Make a commitment. If you’re not going to work at this, then don’t bother starting one. The costs of doing a blog comes in the form of time. I’d say you would have to put in anywhere from an hour to two a day to do your blog justice. You need to have at least 3-4 posts a week and they have to be meaningful. That includes researching, writing and responding. You don’t have to be the writer of all posts, but you must be the quarterback.
  3. Use the social tools available. Use things like Google Reader to help you organize what you’re reading. Twitter and other social media platforms will also build awareness, allow you to repurpose content and generate additional traffic. Integrate social and traditional strategies to make more of an impact.

To have a successful B-to-B blog, you need to pick a niche or target audience and write to them. An example of this is my blog. We’re a B-to-B marketing firm (bet you there aren’t a lot of them around). Why would someone want to read my blog when they can pick up a current issue of BtoB Marketing magazine?

The folks that our agency is best suited to help are the manufacturers who want to sell something to those professional tradesmen. That’s why our blog is specifically targeted to them as a resource for how best to reach this particular target audience.

We may have a narrow niche, but that hasn’t narrowed our opportunities. The Tradesmen Insights blog has enhanced our new business opportunities, allowed us to build awareness, interest and appeal to a specific target audience. We don’t appeal to everyone, but those with who we do, it is a strong appeal.


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  1. Nicky Jameson

    You have hit on a key point here John. The narrower the niche, the more focused the blog and,in some ways the easier it is to develop readers. People tend to think the opposite, however I know from experience that narrower is better.

    You also made a good point about the demands of blogging, the biggest being time. In the excitement of setting up a blog (nearly always free)the extent of the time required to keep the blog going is vastly underestimated, only to be realized when you’re a few months into the new pursuit and enthusiasm wanes. Starting a blog is very easy – keeping it going – and interesting – requires considerable work.

    Most abandon their blogs in under 6 months. Having had a blog for going on 4 years now (my first blog)while I don’t post 3-4x a week I can say it’s more important to be consistent. It’s fine to post twice a week as long as you keep the frequency to that.And you must keep the passion for it alive… it’s hard to explain but if one’s bored with blogging, it really does come across. Conversely, if you’re enthused with with it, that comes across too.
    Again, great points, all of them.

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