What is a blog and why should businesses blog? Blogs, or Web logs, present online journal content organized in reverse chronological order, and should be entertaining and informative. Blogs and other social media can create the following for you:
This is the human factor that reads blogs, searches online for Information, sends and receives e-mails, sends and receives voice mails, and has a Web site or visits Web sites.
Search Engine Optimization
As much as 80 percent of all Web interactions begin with a search. Using key word phrases targeted to your product or service helps your organic placement and you can also use pay per click campaigns to grow faster, but organic sites seem to have more credibility for searches. From 80 to 95 percent of all clicks on a page happen in the organic results. This will get people to your site, but there needs to be recent and relevant content with links to keep consumers on your site and give information that is valuable to the customer.
Higher Prospect Interaction and Conversion
Google ranks phrases used on your site and it is important to know what the customer is searching for in your industry to be able to best interact on your site and gather leads that eventually convert to sales.
E-mail personalized newsletters are a great way to educate the consumer and establish you and your company as the expert in your field. There is a downside to e-mail campaigns in that if you are just selling, selling, and selling, you will have people opt out and the e-mail acquisition campaign will fail. Deliver content that your customers want to know and drive traffic back to your Web site with more relevant content.
A great example of this would be in a newsletter. My company links back to our seminar page http://www.exhib-it.com/seminars/ highlighting our FREE marketing seminars for the entire year at a glance.
This is informative for the customer and shows how our company supports businesses in the community (which establishes our promotion and process that is relevant to our strategies).
Employee Retention/Customer Engagement
Employees who blog for a company are more engaged with the company than employees who do not blog for the company. If you want to start with an online blogging site, try WordPress (www.wordpress.org). It is the most widely used blogging site and is free, and has lots of plug-ins. The featured plug-in are WordPress.com Stats that provides simple, concise stats with no additional load on a server by plugging into WordPress.com’s stat system. WP Super Cache is a very fast caching engine for WordPress that produces static html files. Poll Daddy polls create and manage the polls from within WordPress.
Intense Debate Comments enhances and encourages conversation on a blog by building the reader community, increasing comments, and boosting page views. Wickett Twitter Widget displays tweets from a Twitter account in the sidebar of a blog.
Get Recent Comments displays the most recent comments or track backs with your own formatting in the sidebar. The weaknesses are that WordPress usually requires you to have hardware/server and it is a little more technical to use, and is not built for organizations.
Key word-focused blogs compound at a much higher rate than individual blogs. However, if you do not post frequently and systematically, your blog may end up nowhere. Blogs are meant to be written frequently with relevant content that is key word focused. If you are doing something unique in marketing, write about it online! Use the Internet for traditional and media marketing and incorporate social media to grow your business!
About DJ Heckes, Author of Full BRAIN Marketing and Owner of EXHIB-IT! Tradeshow Marketing Experts
DJ Heckes is CEO of EXHIB-IT! Tradeshow Marketing Experts and Full BRAIN Marketing . She focuses on educating and training companies to significantly improve their Small Business Marketing strategies. DJ Heckes also presents customized training programs for Business Marketing, Social Media, Leadership and Trade Show Marketing. Learn more at www.EXHIB-IT.com and www.fullBRAINMarketing.com. Be sure to follow us!
DJ Heckes, CEO & Author
EXHIB-IT! Tradeshow Marketing Experts
Full BRAIN Marketing