In our 2021 Executive Marketing Leadership Survey, 20% of marketing leaders described company blogs as one of their “most important channels” for hitting goals.
The enduring importance placed on blogging isn’t shocking. Not only can blogs boost your SEO, overall site traffic, and online presence, but they can also help prospects learn more about your industry, brand, product, or service.
But, starting and running an effective, traffic-generating blog requires a lot of time and energy. And, if you’re a marketing manager on a tight budget, you might only be interested in tactics that directly benefit your bottom line.
As you determine how you’ll invest your time, effort, and money in 2021, you might ask yourself, “Will my blog posts actually lead to purchases?”
To help marketers answer the question above, we surveyed nearly 300 consumers using Lucid software to learn if reading company blog posts had ever led them to make purchases from that brand.
Do Blog Posts Lead to Purchases?
While the growth of other content strategies, like video marketing, might have you thinking that consumers will only buy products after seeing them on other platforms, you might be surprised by how consumers responded to our survey question.
When we asked, “Have you ever purchased something from a company after reading a blog post from them?”, a whopping 56% said, “Yes.”
While blogs are no longer the most commonly used type of marketing content, data like the small survey above reaffirms that blogging is still an effective way to market your brand and even sell products.
Why Blogs Lead to Purchases
If your company has a blog that discusses your industry or how your offerings can help with the average reader’s everyday pain points, your audiences can discover and gain trust in your brand’s expertise. That trust and credibility could ultimately lead to purchases.
Why? If a prospect trusts the advice or information given in your blog posts, they might trust that your offerings are better quality than your competitor’s because your brand knows the industry, what customers want, and the pain points that your product or service solves.