Blogs and Web Marketing
3 Tips On Blogging for Business
Recently a new client asked if blogging really was for business. See, over the past 6 months he heard that you should blog about your business, and that you should NOT blog about your business.
His basic question was: “who’s right?”
Frankly, I can’t think of ANY possible reason why you wouldn’t blog about your business. So I’ll share with you here what I shared with our new client.
Blogging IS perhaps one of the most powerful ways to talk about your business. The questions is, if it’s such a powerful tool, why do some folks get it all wrong? What’s the catch?
Marketing your business costs you time or money.
Actually, time IS money so it’s not much of a distinction, usually. However, in the case of blogging, it’s the time factor that causes most business owners so much trouble.
Why is that?
Because at times blogging can be hard to do.
Think of it this way. On the one hand, the power of blogging is the ability to quickly and easily update or add content to your site. In the “old days” you need to contact your web company or IT staff to code in the new stuff you wanted added.
Thank goodness those days are gone, and gone for good.
But on the other hand, the reason blogs have become hugely popular is the fact that they are CURRENT. At least, they should be. And that’s where some people find that it requires so much work.
It’s now so easy to add new content to your site, coupled with blog features that help categorize and organize your information. Which allows you to engage in a conversation with your website visitors, clients, and potential customers.
That’s the key.
Now, the way folks can easily see that your blog is current is by glancing over at your “Archives.” You could disable this feature on your blog.
But why would you?
The fact that blogs are kept current is one reason why search engines love them so much. Relevant content is all about remaining current and talking about what’s happening today.
So staying CURRENT is one of the keys to blogging success.
Here’s the next piece in the puzzle for you, and your business. And it’s all about…
CONSISTENCY
Most folks get all fired up, start blogging like crazy, and then over time their enthusiasm wanes. Let me share with you a real life example.
Back in September we were a featured speaker at a business conference. Probably 60 to 75 business owners attended our talk on blogs, marketing, and web 2.0 stuff. Now, if I do say so myself, it was very well received.
Afterwards, some folks scheduled follow on appointments and became clients (yeah!) Some left the talk and started their own blog (excellent). Since we believe in giving folks immediately useful tips, it wasn’t hard for them to get started…
And that was the problem. Three posts in September. None in October. One in November. None in December.
Do you get the picture?
Blogging effectively is about consistency. It IS a commitment, no doubt about it. If you can’t set a schedule to keep to it, then outsource your blog content to someone on your team who will do it for you.
To gain readership online, not to mention improving your search engine results, consistency will be another key to your success.
There’s just one more key to discuss. And it involves using…
TOOLS & STRATEGIES
And that’s where we come in.
Remember the talk I referenced above? Well, some folks went out and started up a blog for their business. And that’s just awesome.
It was good to discover that folks took our advice to heart and implemented a few steps immediately. But as some folks found out, there’s more to blogging than pounding content on a site.
Needless to say, we received more emails lately regarding their need to become more effective at blogging.
What they found out (as you are here) is that you need tools and strategies to maximize your effectiveness. Like knowing which keywords you should target. And having tools installed in your blog to help you get the results you want.
Not to mention knowing HOW to use those tools.
If you would like to blog about your business, or started a blog but are unhappy with your results online, what can you do?
Well, for starters the tips here are a good first start. You can also leave us a comment and we’ll be happy to answer your questions and comments.
And of course, you can always begin a conversation to see how we may be able to help you out in more specific ways.
Let me put it this way. Each post to your blog is a new web page. That means, each time you post new content you are claiming more “internet real estate” for you and your business.
It really is that simple.
Next Steps…
Any questions? Comments? Did we hit a nerve?
Drop us a line by leaving a comment. We will reply (here, and by email if you’d like) as soon as we’re able. And if there’s a topic you want us to discuss, let us know.
To receive monthly emails with summaries of all our latest content, sign up for our “Monthly Web Tips” above. Does that sound fair enough to you?
To discover how our web marketing firm can help you with your online presence, traffic, leads and sales, kindly follow the link. You can also review our web marketing services to better understand how we work with clients just like you.
Not All Traffic is Created Equal…
You have a website. Or are talking to a web developer because you finally realize that the internet is here to stay.
Maybe you’ve heard somewhere that getting “traffic” to your site is important. So you ask your questions, do your “due diligence” and find someone who promises you lots and lots of traffic.
You’re happy. Job well done.
You pay the web developer and move on to other “bigger and better” things.
Perhaps you log in every now and then to check your “stats.” You scan the “hits per day” column or some other metric showing you how many “visits” you’re getting.
Mission accomplished.
Or so you think.
Then, maybe one day you realize “hey, I haven’t received one lead (or one sale) from my site in months (or years).” And if that describes you, I can diagnose your problem in a heartbeat by checking your site and seeing WHERE your traffic is coming from.
Why does the source of your traffic matter?
Because getting “hits” or “visits” is meaningless unless the folks coming to your site ACTUALLY WANT your product or service. Or are looking for similar products and services.
See, there’s a web tactic out there that seems to trip up business owners on a regular basis. It involves submitting your site to a bunch of useless site directories or “link farms” that promise lots of traffic.
Only the traffic is meaningless.
The folks coming will NEVER buy from you, because WHERE they found you is totally MISMATCHED to what you offer.
For instance, if you sell high end rain gear (I know, a weird example) and folks find you at a directory related to online gaming, poker tips, or loaded with sunscreen ads, it doesn’t take a rocket scientist to figure out that they’ll never buy from you.
Not in a million years. Or a million hits.
Traffic without conversion is the same as the “QuickLube” guys I see occasionally by the side of the road holding up hand written signs begging folks to stop by for an oil change. The amount of traffic streaming by is unbelievable. We’re talking tons of cars and trucks just whizzing past.
And in the past month, I figure I’ve passed by that “QuickLube” joint about a dozen times. Maybe more. And guess how many times I’ve seen a car or truck pull in?
How about never!
Why is that you ask?
Well, if you’re on your way to work and it’s rush hour, do you really have time to pull out of traffic and stop in for an UNSCHEDULED visit? Think about that for a moment.
Now, if the source of your web traffic is totally mismatched to the language and offer found on your site, good luck making a sale or generating a lead. It’s just like those QuickLube guys waiting for someone to pass by and make an unscheduled stop.
Bottom line, don’t get fooled into thinking that LOTS of HITS or VISITS means anything for your site, or your business. Let me leave you with a little math example to illustrate the point:
Site A: 1000 hits per day, 0% conversion
Site B: 10 hits per day, 1 sale (10% conversion) resulting in $79 revenueWhich site performed better? Can Site A be optimized? Is their traffic strategy working? Can Site B be optimized? Is their web strategy working?
On that happy note, I’ll let you decide which was more effective. And if this describes you, then you might want to have your website and web strategy analyzed.
Before your competitor beats you to it.
Next Steps…
Any questions? Comments? Did we hit a nerve?
Drop us a line by leaving a comment. We will reply (here, and by email if you’d like) as soon as we’re able. And if there’s a topic you want us to discuss, let us know.
To receive monthly emails with summaries of all our latest content, sign up for our “Monthly Web Tips” above. Does that sound fair enough to you?
To discover how our web marketing firm can help you with your online presence, traffic, leads and sales, kindly follow the link. You can also review our web marketing services to better understand how we work with clients just like you.
Newsletter Marketing: Three Critical Mistakes to Avoid
Newsletters (or ezines) are certainly not new. Yet, from time to time we’ve noticed some serious problems in how business owners implement this strategy.
So here’s a quick list of the three most common (and biggest) errors to avoid:
1. Use of Double-Opt In
This is the age of permission-based marketing. You must get this point, because it’s critical to your success (and email deliver-ability). Now, nothing irritates me (and most people) more than getting uninvited emails in my inbox WITHOUT my having asked for them. Or without being notified that I was added to someone’s mailing list.
And that includes newsletters.
If you think I’m alone on this point, think again.
Just because you met me (or anyone) at a networking event and got my business card, does NOT mean you can just start sending lots of uninvited stuff to my inbox. That does not constitute permission. Prior to sending along that newsletter, why not INVITE me to join your list?
And that’s where “double opt in” comes in.
Basically, this is a two-step procedure. First, someone either enters their name and email address on your website, or you enter their information into your list management solution. Either of these steps will generate and automatic email to the person being added to your list, alerting them that they have to “opt in” to receiver further information.
This is the permission part of your marketing efforts.
Once they confirm the request, then you are free to send them emails, info and of course, your newsletter. At least, until they choose to unsubscribe.
If you’re providing your list with good content, that should not happen.
2. No Call to Action
Okay, so let’s assume you’ve done the first part right. Now what?
You’ve gone to the trouble of adding folks to your list. And no doubt crafting your newsletter takes up a great deal of your time and energy.
After all, we’re all trying to do the same thing. Which is, growing our business by sharing our insights, experience and expertise with other people to differentiate ourselves from the competition.
Now that I’m on your list, why not include a “call to action” in each newsletter.
What’s a call to action? Just what the phrase implies.
In other words, what would you like your potential customer to do? Check out your website? Attend a talk, or tele-seminar?
In exchange for the great content you’re sharing, it’s perfectly okay (and absolutely necessary) to ask the reader to take some sort of action.
Permission based marketing is about continuing a conversation with your potential client. You’re building a relationship. And like any good relationship, it’s about give and take.
3. Including Too Much Content
One of the downsides to email marketing, and this includes newsletters (or ezines), is the fact that all that wonderful content you’re sharing with your list does nothing to help your website’s search results.
Building an online presence is about content, traffic, and conversion. Newsletters can help with traffic if you include links to your site “for more information.”
Presumably, the reader will come to your site to check out what’s going on there.
But packing each newsletter issue with tons of content does not help your site establish a larger “online footprint.” Online, content is king. Search engines just love unique content.
And so does your site visitor.
Remember this, anyone coming to YOUR site wants to find information there that’s NOT available anywhere else. And that includes your newsletter.
So, do not re-purpose content from your newsletter unless you add something of value to it. Say a new spin, update, or other point of view. Doing that will help you accomplish two goals. Maintaining contact with your list, AND helping your site get better rankings on the search engines.
4. So What Does This Mean For You?
Email marketing is about growing your list. Maintaining ONGOING communication with them. And then promoting special offers, announcing event notifications, and sharing interesting information to your list members.
To do this, and do it well, be sure to address these three issues.
You need to remember this one point. If you’re using your newsletter to convert prospective customers into paying clients, then don’t start off on the wrong foot by failing to respect the inbox of the people you meet.
Next Steps…
Any questions? Comments? Did we hit a nerve?
Drop us a line by leaving a comment. We will reply (here, and by email if you’d like) as soon as we’re able. And if there’s a topic you want us to discuss, let us know.
To receive monthly emails with summaries of all our latest content, sign up for our “Monthly Web Tips” above. Does that sound fair enough to you?
To discover how our web marketing firm can help you with your online presence, traffic, leads and sales, kindly follow the link. You can also review our web marketing services to better understand how we work with clients just like you.
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