To blog, or not to blog, that is the question. The answer is not so simple. Blogging can fuel your business by boosting search engine traffic, and can provide positive returns on investment. But, it’s not your only option. There are alternatives out there. For instance, you can promote online contact and activity information on a dedicated page on your website. Then you can spend your time on social networks and communities such as Facebook, Twitter, Google+, LinkedIn, reaching your target audience through posts, comments, and engaging content. There’s a network or online community for every niche market and industry. Blogging is not right for every business, and therein lies the quandary – is it right for your business? How are you to know?
Well, let’s look at four key things you should link about when deciding whether or not to blog:
-
The Work
-
The Experience
-
The Target
-
The Decision
The Work
Blogging is not easy. It is an often misused word, and misunderstood concept. Casual foodies that take pictures of their meals, and make comments when they go out to eat are not blogging. It is much more than that…. Heck, it is much more than just writing. You must promote your blog to build a following, and be consistent about it. A lot goes into building a successful blog, and success may not always be measured in dollars and cents. So, before you put pen to paper, be sure you’re ready to invest the time and effort. A half-hearted effort will not drive your sales.
The Experience
To have a successful blog you must know your audience, attract them with key words (yes, keywords) and phrases, engage them, and give them somewhere to go when they’re done. All this while keeping them interested in what they are actually reading, and not sounding too “salesy”. If a reader is feeling pressured or bombarded, they are more than likely to bounce.
Promoting and building a following through a consistent blog that provides information, insight, and lead the reader to the next level or step is the goal. Accomplishing that is easier said than done. Tracking it is even harder. Analysis of such metrics as keywords, tags, click-throughs, bounce-rates, and calls-to-action can be mind-numbing and painstaking. If those terms are foreign to you, or may as well be Egyptian hieroglyphics, you may want to rethink blogging as an option. Commitment is crucial to your blogging effort. If you just write and post haphazardly without a plan or consistency, you will be running to stand still. The endgame is converting your readers to sales, so make sure your means - planned targets, content, and follow up - justify your intended ends.
The Target
“Stay on target! Stay on target!” commanded Gold Five in the heat of battle during the climatic ending of Star Wars: A New Hope. Gold Five knew marketing. You may be able to decide if blogging is a proper marketing approach for your company simply by knowing your online target audience. For instance, if people buy directly from you, you may end up reactively blogging instead of being proactive - basically, answering questions. If this is the case, finding professional online Q&A communities may be the better route. Google+ Communities and LinkedIn Groups are a good place to start, spending time consistently (always be consistent) answering industry/product specific questions each week.
Blogging is not the only way to grow your online presence. There may be no sense in writing blog after blog explaining or answering every situational possibility. For many, web communities are an easier, more direct way to interact with their target audience. Just remember, it’s not sales, you don’t have to try to close the deal. Share your expertise, engage in discussions, and provide information – including a way for them to contact you.
The Decision
Blogging is one of the most effective inbound marketing techniques available to all companies. According to Hubspot Marketing Statistics:
-
Marketers who have prioritized blogging are 13 times more likely to enjoy positive ROI.
-
Nearly 40% of US companies use blogs for marketing purposes.
-
79% of companies that have a blog report a positive ROI for inbound marketing in 2013.
The statistics above are impressive, but are compiled by professional marketers and industry gurus, and don’t necessarily apply to every situation and business. Blogging is not the only option to drive your company’s online presence, and is not for everyone. And c’mon, if you look hard enough, there are statistics available to support almost any point we can make here.
So, what should you do? Well, take what you’ve learned here, appraise your situation and objectives, make a decision, and commit. This blog is not intended be the answer to your quandary, but provide information, insight, and possibly lead you to your next step (remember?). Blogging might be exactly what your company needs to take it to the next level, or it might be the worst marketing mistake you could make.
So…. To blog, or not to blog? No matter what your decision is, know your role. If you think your company would benefit from blogging but don’t know where to begin, or you’re on the fence about the whole thing, don't be afraid to ask a professional. A good place to start , might be Avanti Vision inbound marketing specialists.
484.552.8946
Blogging
