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Blogging advocates will tell you that writing blogs will significantly increase traffic to your website. Blogging advocates will also tell you that some of that traffic may even convert into leads.
As a blogging advocate myself, I agree with the above statements…
…However, I understand it’s going to take a little bit more explaining to convince some of you blogging pessimists out there that blogging isn’t anything more than a painful waste of time.
For those of you that have tried blogging for your building products company and failed to see results, this post is for you.
In fact, if you’ve never blogged before but thinking about trying it, I’m sure this post will appeal to you, too.
Here are 3 reasons why blogging isn’t generating leads for your building products business.
1. Choice of Topic(s)
There are two ‘prongs’ to this: ‘topics’ from an SEO perspective and ‘topics’ from a read-worthy perspective. Both have their merits.
Choosing a topic from an SEO perspective means that you’re researching what people are talking about and how many people are talking about it. You can gain this information through software such as SEMRush.
Choosing a topic from an SEO perspective is a great way to raise brand awareness and get noticed, especially if you’re currently getting low levels of traffic.
Read-worthy content means choosing topics that your audience are generally interested in. The kind of stuff your sales reps get asked on a daily basis. This approach is effective if you already have a strong online presence.
However, we’d recommend SEO-driven topics if you’re looking to raise your presence on-line, in a heavily saturated market. If you can find an SEO-driven topic that is also a ‘read-worthy’ topic, then you’re onto a winner!
2. Your Content Lacks Personality
It’s one thing to get eyes on your blog; it’s another thing to keep them there… and even convert them.
Many blogs I read on building product company’s websites seem to be overly technical and even a little bit robotic.
People buy from people. And this is absolutely true with blogging. You can still have an authoritative voice, but you should always maintain that personal touch.
Some people love writing. Some people hate writing. It’s so obvious to me when I read a post written by someone who hates writing. So, if you don’t have someone in your team who fancies themself as the next Chaucer, you should strongly consider outsourcing your content writing.
3. You’re Selling Too Hard
If a specifier is carrying out product research and lands on your blog post, the last thing they need is to read a piece of copy that explains all the reasons why your product is amazing and why they should specify your solution.
Instead, your blog section should be the place where specifiers go to gain an un-biased opinion.
When you give your audience an un-biased user experience, you’ll be surprised at how quickly you build trusting, lasting relationships.
Conclusion
This post was originally meant to be ‘six reasons’ why you aren’t generating leads through blogging, but to tell the truth, I’ve run out of time…
I have to write another blog for a client!
So, come back next week where I’ll be sharing the other three reasons why you’re not generating leads through blogging.
In the meantime, check out my post from last week: THE PAINFUL TRUTH ABOUT BLOGGING
ABOUT INSYNTH
Insynth Marketing is a leading UK construction marketing agency based in Shifnal in the West Midlands.
They use the latest inbound marketing techniques such as construction inbound marketing, to support building product companies to grow their business by proactively driving sales lead generation activity.
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.