Do Weblog Posts Truly Result in Purchases? [New Data]

Our 2023 Advertising Traits Report reveals that 29% of entrepreneurs use an internet site or weblog to draw and convert leads.

A woman sits at her desk and writes up a blog post from her laptop

The enduring significance positioned on running a blog is not surprising. Blogs are integral to most digital advertising and marketing plans as a result of they will:

  • Enhance website positioning
  • Enhance general website visitors and a model’s on-line presence
  • Assist prospects be taught extra about your trade, model, product, or service

Nevertheless, beginning and operating an efficient, traffic-generating weblog requires a lot time and power. Plus, for those who’re a advertising and marketing supervisor on a good funds, you could surprise, “Will weblog posts really result in purchases?”

To reply the query, here is some analysis we performed that can assist you decide if an organization weblog fits your advertising and marketing technique.

Download Now: How to Start a Successful Blog [Free Guide]

Vital Weblog Statistics Entrepreneurs Ought to Know

Do Weblog Posts Result in Purchases?

Why Blogs Result in Purchases

How one can Lead Readers to Purchases

Creating Your Weblog Nurturing Course of

Vital Weblog Statistics Entrepreneurs Ought to Know

As beforehand talked about, blogs stay important to many advertising and marketing methods, and there are statistics that present why. Listed here are some weblog statistics we gathered from our Advertising Traits Report:

  • One in three entrepreneurs are leveraging their weblog or web site in addition to website positioning to land on SERPs
  • Blogs, social media procuring instruments, and influencer advertising and marketing are all tied for the best ROI of any advertising and marketing channel

A chart graph showing blogging, social media shopping tools, and influencer marketing all tied for highest ROI

  • 33% of entrepreneurs are leveraging weblog posts of their advertising and marketing technique.
  • Weblog posts, interviews, pictures, and podcasts will see excessive first-time use amongst entrepreneurs in 2023.

Do Weblog Posts Result in Purchases?

The progress of different content material methods, like video advertising and marketing, may make you suppose shoppers will solely purchase merchandise after seeing them on different platforms.

Nevertheless, once we surveyed 300 shoppers through Lucid and requested, “Have you ever ever bought one thing from an organization after studying a weblog publish?” a whopping 56% mentioned, “Sure.”

percentage of people who've bought something after reading a blog is 56%

Moreover, in keeping with our tendencies report, weblog posts are among the many media codecs with the best ROI, together with movies, pictures, and podcasts.

Why Blogs Result in Purchases

If your organization has a weblog that discusses your trade or how your choices will help with the typical reader’s on a regular basis ache factors, your audiences can uncover and acquire belief in your model’s experience. That belief and credibility may finally result in purchases.

Why? Suppose a prospect trusts the recommendation or info given in your weblog posts. In that case, they could belief that your choices are higher high quality than your competitor’s as a result of your model is aware of the trade, what prospects need, and the ache factors your services or products solves.

Even for those who want video, social media, or visible advertising and marketing methods, it is necessary to do not forget that blogs will help you promote merchandise in methods different content material sorts cannot.

Movies and pictures, for instance, may solely give prospects a glimpse of how a services or products works. Nevertheless, weblog posts can supply intensive info that might in any other case be minimize from movies and pictures to keep away from overwhelming viewers on social media.

Weblog posts may enhance your search rating and permit extra alternatives to hyperlink on to a touchdown or buying web page. Customers can discover your content material through search, then learn your publish, and simply click on to a product buying web page after your content material persuades them to purchase a product.

Moreover, as a result of most weblog websites will let you embed movies, podcasts, and imagery, your organization weblog may also be an amazing place to advertise your different advertising and marketing belongings whereas nonetheless informing prospects about your model.

How one can Lead Weblog Readers to Purchases

Within the following 12 months, think about a content material advertising and marketing combine that features running a blog. How do you persuade buyers together with your weblog posts? Listed here are just a few fast suggestions.

Strategically place product web page hyperlinks and CTAs.

Mentioning your model, product, or service the place it feels pure in your weblog posts is a superb strategy to generate leads and purchases.

Nevertheless, you can even use hyperlinks to hyperlink to product pages or CTA buttons that draw barely extra consideration to a product or supply with out directing reader consideration distant from the weblog publish.

At HubSpot, we often place at the very least three CTAs associated to a weblog matter in every publish:

  • A text-based CTA within the introduction
  • A bigger banner picture on the backside
  • A slide-in CTA that reveals as much as the facet of your textual content as you are scrolling by the center of the publish.

This enables three mentions of a product or providing with out interrupting the reader’s expertise.

The picture under is an instance of our CTAs.

From top to bottom: A text-based CTA, a slide-in CTA, and a bottom CTA.From prime to backside: A text-based CTA, a slide-in CTA, and a backside CTA. (Picture supply)

Provide a free useful resource:

You in all probability seen the above CTA examples included hyperlinks to free assets. Although it might sound counterproductive, free assets will help your weblog lead shoppers to make purchases. This is how:

In case your model sells a subscription, service, or product that is pricier or wants your organization’s management approval, weblog readers may want quite a lot of weblog posts to belief your model and put money into your product. In that case, it’s best to deal with lead nurturing somewhat than sending weblog readers on to a buying web page.

HubSpot and lots of different blogs have grown their contact and certified lead lists just by making a free downloadable useful resource, corresponding to an e book, template, or analysis report, and providing it by CTAs on the finish of weblog posts.

Beneath is an instance of a current free analysis report useful resource we supplied on the finish of one among our Gross sales Weblog posts:

example of a blog post with a bottom CTA

To entry free — however gated — gives, readers should give fundamental details about themselves and their firm. From there, they obtain an automatic e-mail or instantaneous obtain of the useful resource whereas additionally turning into a contact — or lead — and enter our lead-qualification course of to see in the event that they may very well be a wonderful prospect to achieve out to.

The HubSpot Weblog’s free useful resource technique ends in hundreds of certified leads per 12 months that would convert into HubSpot prospects. You possibly can be taught extra about implement it in your weblog right here.

Bear in mind, high quality beats over-promotion.

In one other current Lucid survey, one-third of our common shopper respondents mostly learn weblog posts to “be taught one thing new.” In the meantime, roughly 20% learn weblog posts for the sake of leisure.

It is necessary to recollect readers will doubtless discover your weblog as a result of they’re in search of info associated to an trade they work in. They could additionally need to be taught one thing associated to their hobbies or want options for a ache level of their every day or skilled lives.

Odds are, they don’t seem to be trying solely for promotional content material. If a reader visits your weblog website and finds nothing however weblog posts crammed with product pictures and tacky advertorial language, they’re going to doubtless lose curiosity in your content material and will not develop the sense of belief wanted to make a purchase order.

It is smart to put just a few un-intrusive CTAs in your weblog posts and to say your services or products when it feels related. Make sure that your content material primarily gives invaluable steerage, recommendation, and data to assist your reader fulfill their wants.

For instance, in this publish about AI social media instruments, we give invaluable details about implementing AI-based expertise in a social media course of whereas itemizing HubSpot as one of many instruments readers can use.

Whereas we nonetheless point out our choices, the publish goals to point out readers how a number of AI instruments can streamline a advertising and marketing course of.

Creating Your Weblog Nurturing Course of

Each model has a audience with completely different pursuits and content material wants. Whereas one weblog technique, corresponding to free assets, will work effectively to generate certified leads for a B2B firm, different ways, like merely linking to a product in weblog posts, may be extra profitable for consumer-facing manufacturers.

As you focus extra on turning your weblog visitors into income, hold these questions in thoughts:

  • What info is efficacious to my viewers?
  • Does my product require lead nurturing, corresponding to gated gives?
  • Will the tactic I am utilizing appear over-promotional or disengaging to my viewers?

Wish to be taught extra about how the HubSpot weblog generates leads? Take a look at this publish from one among our content material acquisition managers. Or, take down these tips about earn money running a blog.

Earlier than you take a look at these items, obtain the free useful resource under.


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