In the grand scheme of the things your company budgets time for, writing blogs is usually a pretty low priority. You still have to make deadlines for projects, proposals, sales quotas, and dozens of other tasks that everyone within your company view as more important than something as whimsical as writing a blog.
While initially, your team may have some enthusiasm for blogging, it fades over time, especially if there’s few leads generated as a result of the blogging. Who wants to invest the time and effort in a blog when it seems to deliver nothing in return? It’s incredibly discouraging to write something and see little or nothing in return.
So, after a month or two of blogs, your business’s blog post frequency starts to dwindle. You’ve run through the easy topics, and the entire office is sick of hearing about blog topics or being nagged into writing something, http://blog.crohn.ie/2002/11/ anything. The senior executives ask if blogging is really even necessary; I mean, the two months spent blogging haven’t exactly taken off like a rocket.
These are concerns and issues that cheap zovirax tablets every company that has a blog runs into. They’re not unique to your office and they’re not unique to your industry.
But the question remains: is a blog really necessary? If everyone runs into these problems, obviously blogging isn’t working for most businesses trying to use it. Right?
You do need to continue to blog and incorporate those blogs into your marketing strategy. There’s multiple reasons for this. Three big ones, in fact.
1) Search Engine Optimization: SEO isn’t something you do once and forget about it. The algorithms constantly change, and having frequent updates (blogs) makes the almighty Google rank your site as active and more relevant than sites that don’t update routinely.
In addition, your blogs can and should feature long tail keywords that are specific phrases your target audience or prospects would be searching for. Each blog post acts as a little beacon to the rest of the internet, helping your website rank higher for those specific search terms. Rank high enough, for enough key words, and you’ll start ranking higher for others, too.
You may not care if your site is the top ranking website overall, but you do want your website to be among the top ranking sites for your industry. Maybe your telecom expense management company can’t edge out Tangoe, but you can get your site to rank high enough to be competitive with Tangoe in search results. You’re not going to get a ton of hits, at least not right away, but you do very much want to be the top result for when people do search for those terms.
2) Blogs allow your prospects to get to know you, to like you, and ultimately, to trust you. If you’re reading this far into my blog post, it’s probably because you trust that I’m trying to tell you something helpful. At least a little bit. Or you’re waiting for another super sick reptile picture, in which case, who am I to disappoint?
This is my little Eurydactylodes agricolae, a tiny little gecko from New Caledonia who hates everything on the planet and I love him.
Back to the blogging.
Blogging allows your audience to get to know the company and the people in it. You don’t have to post reptile pictures to build that like or trust factor – but sharing stories of the office, posting pictures of the employees, or simply sharing practical blogs consistently will accomplish the same thing.
It’s important to remember for this part that building like-a-bility and trust takes time. Just like relationships in real life, you wouldn’t trust someone you’ve just met with the keys to your house – but you might be willing to meet up again for beers if they’re cool.
The blog is often not the first touch point a prospective customer has with your company, but it’s what they’ll use to back up any ideas they have about you. It can even help change the mind of those who were leaning towards the negative, especially if your competitors don’t have a blog, or have a lousy one compared to yours.
3) Blogs serve as a home for your opt ins. You need to have a place for people who are interested in your company, but not quite ready to buy, to opt in for additional content from you. This isn’t just a dry, boring “sign up here for company updates” type of form plug in on your site – no one really cares about your company updates.
You need something interesting that provides a bit of value for your readers, and will make them happy to hand over their email in exchange for that value. That’s a good opt in, and one that will grow your email list. Plus, using a blog to promote the opt in tends to work exceptionally well for Facebook advertising – even for “boring” industries, like TEM or IT.
Blogs work better at turning your readers into leads. They let the reader make the decision about whether or not they want to give you their information, allowing them to self qualify as they proceed along the Buyer’s Journey.
So don’t give up on blogs. They’re not going to generate incredibly fast results, and they are very, very incremental in their return…but when they do start to bring results to your business, it just continues to grow.