Blog to inspire business conversations!
Most technology companies regularly create and share valuable content such as video tutorials or email newsletters. Many have embraced social media and manage Facebook, Linked-In and Twitter accounts. But, the majority of tech startups in Europe still resist creating their own content platform or blog. We found that only 40% of these newcomers currently maintain a blog.
How do we know this?
We evaluated a list of the 50 most exciting lean hardware startups in Europe, compiled earlier this year by Robin Wauters, co-founder and editor-in-chief of Tech.eu. The companies on Wauters’ list come from different European countries but share a similarity in that they develop marketing content in English. Less than half blog! And, of those that do, the majority do not post regularly.
Blogging is a low cost marketing tool that helps build a community around new technology. All that is required is to:
- accurately define the target audience at the outset.
- create an editorial calendar of relevant content to address the needs of this target audience,
- develop targeted content and,
- post regularly.
As an owned media channel, a blog can be turned into a respected source of information where you can directly address customer concerns, raise issues, and highlight aspects of your technology, product or service and your expertize. It is not something to be left to the intern!
Here are three compelling reasons why you should include blogging as a line item in your marketing plan to promote your tech company and products:
1. Boost web traffic and leads
- A blog attracts new website visitors. According Brent Carnduff, a search engine optimization (SEO) expert, B2B companies that blog only one or twice per month, generate 70% more leads than those that don’t blog at all!
- To help generate traffic you will also need to promote your blog and each new post as you would other marketing collateral and on your social media sites like Twitter, Facebook and, Linked-In, but there is a return for this investment. Each new post helps keep your website updated and drive traffic to your site.
- With new traffic arriving you have the opportunity to turn visitors into leads by redirecting them to detailed specific technical content, product pages or White Papers on you main website. As Carnduff points out, be patient. The more you post the more you will see traffic increase.
2. Shorten the sales cycle
- The sales cycle can be long and protracted, especially for new technology companies looking to drive home the importance of that key differentiator that makes their product/service more compelling than anything else available. A blog provides a forum to address key questions that the sales team face in the field.
- Your potential customers are checking out your product/services online before any meeting. How-to-articles, FAQs, product updates – posts like these all help to bring potential customers up to speed on what you offer so that the sales team can get down to business as soon as they walk into a meeting.
3. Build credibility with thought leadership
- Trust and credibility help increase sales. Insightful thought-leadership posts and comment on industry trends help demonstrate your knowledge, establish you and your company as a leader and reliable resource in your tech sector and, build followers, some of whom will become your brand advocates and customers.
It takes time to build a following and commitment to consistently create relevant and compelling content. If your team is snowed under with product development and other activities, help is at hand. Contact me to help you integrate blogging into your contact marketing strategy. Why wait? Want to share this post? Here are some ready-made tweets: