Whether you have a thriving healthcare manufacturing business or are a small manufacturer trying to compete with bigger companies, blogging will help you stand out. There is a reason why 59% of B2B marketers say their blog is their most valuable marketing channel. Learn why you should also be blogging and five ways a blog can help your business grow today.
Key Takeaways:
- Blogging guides your B2B customers through the buyer’s journey with timely and educational content.
- Blog articles bring traffic to your website that can turn into quality leads.
- Use your blog posts to build trust through thought leadership content.
Why Should Healthcare Manufacturers Start Blogging?
Nearly 80% of businesses use blogs in their marketing strategy. Healthcare bogs are a live part of your website where you can post regular updates and articles that lead readers to specific static pages on your website, like your pricing page or contact page.
Since 70% of customers prefer articles to digital ads, you have more opportunities to connect with your B2B healthcare customers and move them through the buyer’s journey by regularly publishing healthcare content. As a result, you can attract more traffic, generate more qualified leads, and convert more prospects into loyal customers.
Without a blog backing up your website claims, you rely on your customer’s intuition to make a purchase. Your blog supports your B2B buyers and provides all the information they need to make an informed decision.
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5 Ways a Blog Can Help Your Business Grow
Here are five ways a blog can help your business grow through quality, educational content marketing for healthcare manufacturers.
1. Increase Your Online Traffic
Healthcare blogs for manufacturers bring in 55% more website traffic than your website alone.
Each blog post you create is a way to target new keywords. Those keywords present another opportunity to rank in online searches and bring new visitors to your website.
To ensure your blog posts are ranking well and generating traffic, use the following search engine optimization (SEO) strategies:
- Use high-traffic keywords with low competition
- Include several synonyms and variations of those keywords
- Use internal links
- Link to reputable third-party websites
Search engines aren’t the only place you can generate new traffic. You can also share your blog post on social media, popular websites, and in your email campaigns.
For example, LinkedIn is the most popular social media platform for B2B marketing because 80% of members drive business decisions. When you share your blog content on LinkedIn, you also share offers, links, and a call-to-action that brings those readers back to your website.
2. Improve Your Lead Quality
Generating quality leads is one of the most popular metrics for measuring your marketing success. Your leads are potential buyers who show interest in your brand.
While generating traffic is a positive sign of growth, it only tells you half the story. For example, are all those leads interested buyers, or are some of those leads individuals who were looking for information on healthcare manufacturing?
The number of leads you generate from your traffic tells you how many of those visitors are serious buyers. About 80% of marketers who blog said their blogging strategies brought in new customers.
You can attract more quality traffic by targeting keywords specific to your ideal buyer. For example, using keywords that patients might use to search for healthcare information will attract patients and healthcare providers. However, using keywords specific to healthcare business searches increases your chances of attracting those website visitors.
You can turn quality traffic into leads through your call-to-action, a link during or at the end of your blog content. For example, this link might ask them to fill in a contact form, sign up for an online event, or request more information. Other ways to capture that lead’s information include lead magnets. These are gated content your readers must exchange information to download or access.
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3. Build Brand Trust and Authority
Trust builds the foundation for loyal customer relationships. Before a healthcare facility purchases from you, they must trust that you offer the best products and are a reliable partner.
Building authority in the healthcare industry is how you encourage your leads to trust you because you are backing your claims with proof. One of the most effective ways to build authority is through thought leadership content on your blog.
Roughly 54% of decision-makers will spend over an hour reading thought leadership content weekly. The five top reasons why decision-makers engage with thought leadership include:
- Staying up to date with the latest thinking
- Stimulating their thoughts and generating new ideas
- Gaining insights into emerging trends
- Understanding current trends
- Discovering new products
4. Engage Your Customers
Engaging your customers is how you keep them interested in your brand and build relationships so they want to continue buying products from you. Some ways you know if your blog content is engaging is that customers are:
- Liking the content
- Sharing the content
- Commenting on the content
- Clicking on links
- Watching video
- Participating in polls
According to Neal Schaffer, about 94% of readers will share blog posts when they think the content can help someone else. Therefore, creating educational, quality content is key to increasing your engagement.
5. Nurture Leads for More Sales
While most of your blog articles will be top-of-the-funnel content, that isn’t the only type of article you can create. Even after you attract those visitors to your website and generate leads, you can continue using blogging to move those leads through the buyer’s journey.
Strategically post content for each stage of the customer sales journey to address concerns and questions. For example, talking about challenges in healthcare might be a way to attract new leads to your website. However, discussing the benefit of a specific product you offer is a topic that will resonate well with leads looking for solutions and are ready to buy.
Grow Your Healthcare Business through Blogging
Getting started with blogging requires several tools and industry-specific knowledge to help your articles rank well and help you to maximize your return. Our healthcare content marketing experts can help you succeed with your B2B healthcare blog with our training, resources, and industry insights.
Contact us and get connected to the information you need to build a successful blog.