Blogs: The kids are alright.
There is no shortage of blogs and blog marketers touting the power of blogging, and you’ll see no exception to that here. Blogs are a central part of effective online marketing, and they provide numerous benefits for businesses seeking to build leads, community and authority in their industry. And with the people-driven nature of blogging and blog marketing, businesses of all sizes can quickly benefit from them.
Blogs are lovingly described by social media experts as the centrepiece from which all social media should take place. But blogs for business can be so much more. In fact, blogs can be the leverage point for how a business creates and connects competitive researchers, readers, buyers and ambassadors, as well as encourage deeper interactions among those groups.
It seems far easier to justify a business website than it is to justify a business blog. Much of this is because the same metrics are used for each.
This is an incorrect way to think.
Where the boardroom meets the water cooler
Blogs enable companies to facilitate connections between people who may be directly or indirectly connected to the brand. These individuals, by being completely human (with attitudes, experiences and opinions) contribute to the “energy” of your blog. Therefore, the critical creative decisions you make about your blog must have these people’s interests in mind.
As you begin to build your blog, consider the type of impacts and conversations you wish to facilitate. The reason that I mention this is that the kinds of conversations you have, for some, is as important a measure as your number of visitors.
Plan and define success
You can define the success of your blog based on reputation/social interaction, visitors, search engine ranking and the redirects of your readers to other areas of your website (landing pages, forms, etc). We like to call these points of conversion.
People may be interested in your company, but the reasons for visiting your blog can be for much deeper reasons, and these should not be ignored. It could be for a specific post a writer had posted. It could be the controversial or contrarian position your company takes on a related topic, or it could be a guest blogger of mention that interests your readers. These organic interests should be reason enough to consider your blog a key entry point to your website, your conversion tools or your enrollment methods. Perhaps your email newsletters will see even more interested readers that the ones you recruit in person or over email.
Either way, we say your business blog requires more attention than your website. You’ll get more bang from it than you can imagine. And since people have become more familiar and active on business blogs, you’ll do best to plan, set and move toward your goals. It will come back in relevant and measurable successes.