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3 Winning Examples of B2B Blogs Done Right

by Neal Schaffer

April 12, 2011 By Neal Schaffer 17 Comments

3-Winning-Examples-of-B2B-Blogs-Done-Right-V1 copy

Over the last few years blogging has become a recognized marketing tool as a component of a social media strategy.  While businesses used to scratch their head as to why they should be fiddling with something that was originally created for individuals, B2B marketing professionals should now realize that a blog can and should play a central role in their content marketing efforts as well as provide the foundation for their social media engagement.

B2B blogs are not only showing up within the websites of more companies, they are providing real and measurable success for those that are doing it well.  When done right, B2B blogs offer high value for a relatively low investment compared to other types of marketing activities like traditional advertising.

What are the common factors in a successful B2B blog?  A look at these three B2B Blog Marketing Case Studies will show that these companies all have the following two characteristics in common:

  • Take a Strategic Approach to Blogs – A social media strategy begins with research to understand how and where your target customers use social media and consume information.  You can’t just start a blog and expect results.  A long-term perspective on social media strategy combined with the proper research created a blueprint which allowed these companies to plan out an effective blogging strategy customized for their audience and brand.
  • Become an Industry Resource – Blogging shouldn’t be about you – it’s about them, your target customers!  Become the industry magnet by blogging about topics that would interest them.  As more decision makers search for information on the Internet, your blog posts can now be discoverable on a much greater and even global scale.  Over time you will become their trusted resource for information, which will naturally lead to more business.

There Case Studies of B2B Blogs (click “The Bottom Line” link for the full original stories)

Louis E. Page

This is the example that I always talk about when I speak on social media.  If an old-school 19th century distributor of mesh and fencing can find something to blog about and generate business, so can your niche B2B business!

What is exciting about mesh and fencing?  Nothing.  But businesses need it for a variety of reasons and look for tips and advice on the subject just like any given person looks for information on topics that are important to them.  What better way to give relevant information out to target customers than through a blog which then lands them on your website?

Louis E. Page was able to deliver content that their target user was looking for and slowly built up a loyal following of potential customers who they were able to build a relationship of trust with.  They started seeing amazing statistics: A whitepaper on how to use woven-wire fencing to build a horse paddock received more than 1,500 downloads!

The Bottom Line: Louis E. Page saw a 850% increase in sales leads since launching their blog.

Kinaxis

How does a supply chain management company engage in social media through their blog?  By following the formula laid out above.  Kinaxis first did its homework by hiring Forrester Research to better understand the audience that they were trying to reach in creating their social media strategy.  While Kinaxis had already been blogging, and didn’t know if they had been wasting their time or not, the research indicated that they should continue blogging as an important part of their social media strategy.  They now saw blogging as something that should be real and sensitive to their readers without being self-promotional.

Even though Kinaxis has already seen tangible results from their blogging efforts, they saw value at further increasing their blogging activities by allowing outside bloggers to post next to internal employees.  Now, in addition to articles from 18 Kinaxis employees are posts from 5 leading industry experts, further helping to drive site traffic and strengthen the positioning of Kinaxis as leaders in their industry.

The Bottom Line: Kinaxis reported 2.7 times increase in website traffic, 3.2 times increase in conversion, and 5.3 times increase in blog traffic in 2009 when compared to 2008 numbers.

Hinda Incentives

Hinda Incentives manages corporate incentive programs for a number of clients around the world.  Having done its homework, Hinda knew the name of the game in social media is “conversation,” so they looked for where decision makers who might use their service were hanging out.  What they found surprised them: there really wasn’t much chatter in social media about incentive programs.

Instead of seeing this as a hindrance, Hinda saw an opportunity.  The company took some time to build relationships and launched a blog that has all but created the conversations about their industry, with Hinda at the center, from the ground up.

The Bottom Line: Hinda’s blog traffic has increased steadily in a short time to over 1,000 visits a month and a 15% increase in traffic to their web site with subscribers from more than 30 different customers.  More importantly, they have already seen several hundred thousand dollars of sales opportunities from their efforts.

Do you see any other common aspects of what makes a successful B2B blog from these case studies?  Want to share more examples with us or explain how your B2B business leverages a blog as part of their marketing efforts?  Please chime in and share your blog marketing case studies with us!

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Neal Schaffer

Neal Schaffer

Neal Schaffer is a leading authority on helping businesses through their digital transformation of sales and marketing through consulting, training, and helping enterprises large and small develop and execute on social media marketing strategy, influencer marketing, and social selling initiatives. President of the social media agency PDCA Social, Neal also teaches digital media to executives at Rutgers University, the Irish Management Institute (Ireland), and the University of Jyvaskyla (Finland). Fluent in Japanese and Mandarin Chinese, Neal is a popular keynote speaker and has been invited to speak about digital media on four continents in a dozen countries. He is also the author of 3 books on social media, including Maximize Your Social (Wiley), and in late 2019 will publish his 4th book, The Business of Influence (HarperCollins), on educating the market on the why and how every business should leverage the potential of influencer marketing. Neal resides in Irvine, California but also frequently travels to Japan.
Neal Schaffer

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Social Media Author, @RBSExecEd & @IMI_Ireland Educator, Keynote Speaker. New #influencermarketing book: https://t.co/Z9bWWfapJ6
RT @NealSchaffer: Here are Tools and Tips to Analyze your Competitors Blogs https://t.co/RdeqSZMdSC #smm #socialmedia #marketing #blogging… - 44 mins ago
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About Neal Schaffer

Neal Schaffer is a leading authority on helping businesses through their digital transformation of sales and marketing through consulting, training, and helping enterprises large and small develop and execute on social media marketing strategy, influencer marketing, and social selling initiatives. President of the social media agency PDCA Social, Neal also teaches digital media to executives at Rutgers University, the Irish Management Institute (Ireland), and the University of Jyvaskyla (Finland). Fluent in Japanese and Mandarin Chinese, Neal is a popular keynote speaker and has been invited to speak about digital media on four continents in a dozen countries. He is also the author of 3 books on social media, including Maximize Your Social (Wiley), and in late 2019 will publish his 4th book, The Business of Influence (HarperCollins), on educating the market on the why and how every business should leverage the potential of influencer marketing. Neal resides in Irvine, California but also frequently travels to Japan.

Reader Interactions

Comments

  1. Benny says

    March 7, 2018 at 11:36 pm

    Great stuff! Bloggers cannot thrive if they do not have an active social media presence and social media plays a huge part in the success of a blog.

    Reply
  2. JASWANTH R says

    January 15, 2018 at 3:52 am

    Wow! That’s excellent list. I really appreciate your patience for making such a comprehensive and well – thought out guide. Well this is the time of AI and working hard for developing business reach while we have tools for Lead generation is useless. I have used few tools for my business for growth hacking like AeroLeads, rainClutch , Rapportive and this tools help me a lot.

    Reply
  3. Helena says

    November 23, 2017 at 2:34 am

    Great information Dave. Thank you so much.

    Reply
  4. Anonymous says

    November 23, 2011 at 2:10 pm

    Hey Neal, 

    Going to use these case studies in a training workshop in the morning.
    I’ll be sure to mention you to the group as well!

    Thanks!

    Reply
    • nealschaffer says

      November 23, 2011 at 2:11 pm

      Thank you so much Dave – you rock!

      Reply
  5. nealschaffer says

    November 7, 2011 at 9:55 pm

    Thanks!

    Reply
  6. Woodsonia says

    November 4, 2011 at 12:48 am

    Good article thanks.

    Reply
  7. nealschaffer says

    October 9, 2011 at 10:49 pm

    Glad you liked it John!

    Reply
  8. John U says

    October 4, 2011 at 3:06 am

    Thanks for the article, really helpfull. 

    Reply
    • Aru600 says

      October 19, 2012 at 1:51 am

      Pls send any case study about b2b

      Reply
  9. nealschaffer says

    May 1, 2011 at 2:46 pm

    Hi Lee,

    While I don’t normally approve comments with links here, thank you for adding to the conversation by adding another case study and offering a whitepaper for download.

    Reply
  10. Lee Jorgenson says

    April 29, 2011 at 12:22 pm

    I work at Compendium as an account manager, and I help coach about 60 clients on their blogging and content strategies. One B2B success that comes to mind is EasyLobby, a visitor management solutions provider.

    Just 7 months after launching their blog, EasyLobby calculated an ROI of 655%. 91% of their blog visitors were new visitors (read: great exposure to new prospects!) and they were driving lots of traffic from qualified search terms. In addition, we were able to estimate that each post EasyLobby wrote generated about $232.83 of revenue. Now that’s some serious motivation to get blogging!

    You can download the full case study here: http://landingpages.compendium.com/resources-casestudy-easylobby.html?leadsource=Website

    Reply
  11. nealschaffer says

    April 20, 2011 at 11:16 pm

    Thanks for the comment and the metrics Debra – I’ll be in touch with you when I write my book on blogging!!!

    Reply
  12. cheap essays says

    April 14, 2011 at 2:57 pm

    Nice post. Thanks.

    Reply
  13. Dandrews says

    April 13, 2011 at 12:49 pm

    My company has had great success since we have added a blog to our Web site. Marketri LLC is a full-service provider of B2B marketing services to privately-held companies in the greater Philadelphia region, New Jersey and Maryland. Our blog covers topics ranging from blogging, branding, outsourced marketing, social media, SEO to great marketing tools.

    Just a couple stats to support Neal’s post: covering a time frame of three months prior to our blog, our average number of site visits for that time period was 1,475 views. After adding our blog, from January until April of this year, we have had 3,702 visits. Our average number of total page views for the three months prior was 4,726 as opposed to with our blog, which is now at 11,297.

    Overall, it’s a great tool for educating your clients and becoming a go-to resource in your industry and creating new business relationships. In fact, one of our latest posts on Networking Groups has spurred an interest in local business folks in our community to consider creating a new business networking group venture.

    Great post, Neal!

    Debra Andrews

    Reply
  14. Gabriele Maidecchi says

    April 12, 2011 at 2:10 pm

    When my company decided to venture in social media we decided to use a blog as the hub of our SM activities and develop other initiatives starting from there. Of course this requires a set strategy, as it’s not something you can really do casually and hope for results.
    So far we are very satisfied with it, it’s growing steady and due to process optimizations we are getting better at it without increasing resourced needed to run it.
    Overall, I learnt 2 truths: 1- without a plan you won’t go far 2- the more you do it, the better you do it.
    Which are both kinda “duh” realities, I know.

    Reply
    • nealschaffer says

      April 20, 2011 at 11:15 pm

      Good stuff Gabriele – couldn’t agree with you more!

      Reply

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Neal Schaffer is a leader in helping educate executives and professionals on social media as well as in implementing successful social media strategies for businesses. CEO of the social media agency PDCA Social, social media educator at Rutgers University and the Irish Management Institute, social media keynote speaker who has spoken at hundreds of events on four continents, and author of three social media books, Neal is a true innovator and influencer in the growing world of social media for business.

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