The 2011 HubSpot ROI Study, conducted by two MBA students from MIT and Babson, found that 69% of businesses surveyed attributed their lead generation success to blogging. The study also found that 75% of businesses believed SEO was a primary factor. Social media came in third with 47%, just a hair shy of triple that of paid search.
So what does this mean for marketers today?
If blogging is not yet a key factor in your marketing strategy, it may be time to clean out the closet and evaluate how your other marketing channels are helping you reach your marketing goals -- or not. Whatever channel or strategy is performing the worst, commit to putting it aside for five months to give yourself some time to start a blog.
Afraid you don't have the chops for blogging? Write down three questions that your customers have asked you in the past month or so. Then answer one of those questions aloud to a friend or colleague who doesn't know the topic well. After you've successfully verbally communicated your answer to your friend, run to a computer and draft out your answer in written form. If done right, blogging will also help you dramatically improve your search engine optimization, which also proves to be a key lead generating factor for businesses. So get to it, and start blogging. You can do it!
Did this data surprise you? Does the data reflect your own marketing results?
Originally published Sep 23, 2011 5:00:00 PM, updated July 28 2017