For most businesses, new sales come from referrals, people who already know about your company, or already know what they are looking for. But today that's no longer enough to stay competitive. Plus who wants to just be competitive; aim to dominate the market.
Businesses are capturing and nurturing prospects way before they're ready to buy. Because by the time they're ready to buy, they will most likely already have a list of companies in mind or savvy sales people they've already connected with. In fact, 74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase.
Blogging Supports Consultative Selling
Nowadays more sales organizations are moving from a transactional to a consultative selling approach. Making sales more about helping customers solve their problems instead of shoving solutions down their throats. One of the reasons I'm scared to answer my office phone!
Maintaining a company blog gives salespeople more resources to help prospects solve their problems, even if at the time, they're not ready to buy from you. This way sales has more content to pull from to share with prospects in between emails and social media. It works because Go-Givers Sell More (Affiliate link). One of my favorite business books.
Blogging Attracts New Traffic
In a similar fashion, marketing is now more about attracting than interrupting people online. And to do that, blogging is a common-sense tactic to attract traffic. Identifying what your prospects' are searching for and creating educational content to help them meet their goals.
This approach enables your business to get quality exposure through just-in-time advice. Every time you publish a new blog, it gets picked up by search engines. This gives your company a chance to get found by potential prospects before or while they're considering to buy from you.
Finally you know why you should blog for business? Because businesses who don't blog (but have a site), remind me of the guys who show up at a bar and spend the rest of the night staring at everybody from a corner. So if you're joining the party, don't get left behind and start writing.