This means that, as an industrial marketer who wants many blog hits, your goal is to rank and be featured on the search engine’s first page. Optimizing your company blog means more than just ranking on specific keywords and increasing your domain authority. It is a long-term organic SEO tactic to make your business visible above your competition.
4. Build an email list for future marketing touchpoints.
Blogging is a great opportunity to collect email addresses from interested prospects. Many industrial marketers put in user-friendly pop-ups to let visitors enter their contact details to subscribe to email newsletters or download lead magnets such as ebooks and white papers. These users can then be added to your marketing funnel where you can send more communications and promotions.
According to a survey from IEEE Globalspec, 47% of engineers subscribe to three to five e-newsletters while 18% subscribe to six or more. If you consistently publish new content that is rich in valuable information, you have more chances of getting engineers to subscribe to your newsletters, providing you more opportunities to convert your engineering target market into buying customers.
5. Convert leads.
Blogs that update frequently not only generate organic SEO traffic but also create leads. Most engineers’ buying journeys start with early research online. Based on recent studies, 65% of engineers consult multiple vendor/supplier websites before talking to a salesperson.