Business Blogging – An Innovative Tool for Online Marketing
How To Leverage Blogging To Reinforce Your Online Marketing Initiatives
Blogging for Business – An overview
Blogging, the latest buzzword in the business fraternity, is finally being taken seriously as an effective marketing and public relations tool. From professionals to SOHOs, non-profit organisations to corporates, blogs are being used extensively for business promotion.
Till some time back blogs were primarily used by individuals for knowledge sharing at a personal level. Now, however, marketers have embraced blogs as a preferred medium for communicating with prospects and clients.
Blogs- A Reality Check
For starters, Blogs (or Web Logs) are dynamic web pages that can be created, written and updated regularly with new articles, thoughts and opinions through a simple content management tool.
As of today, all predictions suggesting that the popularity of business blogs is a short-term fad have been proven wrong. The consistently growing size and the evolving nature of the blogosphere have established beyond doubt that blogs are here to stay.
A close look at few of the research reports on blogging substantiates this fact and indicates the future of blogging:
Business Blogging - Value Proposition
- The Blogosphere is over 100 times bigger than it was just 3 years ago. (Source -State of the Blogosphere report by David Sifry, CEO of Technorati)
- Today, the blogosphere is doubling in size every 200 days. (Source -State of the Blogosphere report by David Sifry, CEO of Technorati)
- Traffic to blogs in the first quarter of 2005 had increased by 45 percent from the same time previous year! (Source- Report by Pew Internet and American Life Project)
- About 175,000 new weblogs are created each day, which means that on average, there are more than two blogs created each second of each day. (Source -State of the Blogosphere report by David Sifry, CEO of Technorati)
- Total posting volume of the blogosphere continues to rise, showing about 1.6 Million postings per day, or about 18.6 posts per second. (Source -State of the Blogosphere report by David Sifry, CEO of Technorati)
- Blog readers are 11 percent more likely than the average Internet user to have incomes of or greater than $75,000. (Source- Report by Pew Internet and American Life Project)
- Blog readers tend to make more online purchases. (Source- Report by Pew Internet and American Life Project)
Blogs have emerged as a powerful marketing tool for businesses across industry verticals. A well-written and updated blog can have a positive impact on any company’s sales revenue. Reason being, the value proposition of a business blog by far surpasses the resource investment it calls for.
The rising popularity of business blogging can be attributed to the fact that:
Business blogging – the Search Engine perspective
- Search Engines prefer blogs – Search engines prefer web pages that are rich in content, links and are updated regularly. All of these are defining features of blogs. Also, blogs use tags to facilitate searches within the blog sites, and search engines tend to pick up these tags very quickly. Thus, blogs are indexed faster and this drives more traffic to the company’s website.
- Blogs establish credibility- Blogs can establish credibility for a business if informative content on relevant topics are posted regularly.
- Blogs build trust with prospects and clients- As an instant communication forum; blogs allow open dialogue with clients and prospect and in the long run play a crucial role in building trust.
- Blogs enhance website stickiness– People enjoy fresh, interesting, and relevant content. A well-maintained blog ensures repeat visits to the linked website.
- Blogs attract media attention – These days more and more journalists look at blogs to get a feel of the latest buzz. Regular posting on industry-related articles can help a business generate free media coverage.
What emerges quite clearly from the above is that search engines prefer blogs, and this makes business blogs a key part of Search Engine Marketing. Blogs have a number of features that search engines look for while ranking web pages. The following points explain how business blogs are an effective means of search engine marketing:
Some Quick Tips for Business Blogging
- Relevant keyword rich content backed by tags– Business blogs have relevant focused content. This content tends to be rich in keywords and hence ideal for search engines.
- Abundance of links – Inbound links to a site are given positive weightage by search engines. Business blogs usually become an effective resource for generating such links for a company’s website.
- Updated information for quicker indexing– Search engines prefer webpages that are frequently updated, a criteria fulfilled by most business blogs. Blogs get indexed much faster than websites, making them better search engine optimization tools than static websites
To find out more about how your organisation can benefit through business blogging, call Sonya at 98101 38643 or write to her at email@example.com
- To start with, a business blog should always be hosted as a standalone or along with the company website, rather than on hosted systems. This gives the company a better control over the blog.
- Blogs that concentrate solely on promoting company’s product or service are destined to fail. A good business blog should focus on the prospects’ interests instead by judiciously blending value-added content with commercial content.
- A business blog should be updated regularly with relevant posts — ideally, at least twice a week.
- The content posted on the blog should be useful, practical and well written. This will facilitate further linking to the site.
- An acknowledgement or response should always follow the comments posted by visitors/readers on the blog.
- Business blogs should ideally be used as forums to exchange ideas and forming mutually beneficial networks with other business bloggers.
For more information on the fully integrated web marketing services offered by iStrat, please call Sonya at 98101 38643 or email: firstname.lastname@example.org