So let's talk Business Blogging for B2C organizations.   As many of you know I came originally from the Catalog business.  Catalog frustration is what drove me to  Email Marketing in the first place.   As far as Compendium Blogware goes, B2C is half our business.

I just spent $2500 with  a company called Frongate for some stuff in a new garage I just built.   I didn't go to Frontgate as a destination  or through direct navigation, but found them after a long painstaking series of searches looking for some specific floor mats my neighbor has.

It probably took me 15 minutes of searching to find the right product.   I was happy with the transaction (so far) and the good news for Frontgate is that I not only bought the mats, but wound up being upsold with some grade-A shelving as well.  Frontgate's mats were by far the most expensive as well.

But I couldn't find them.   My search was painful.  I went to a lot of sites that either didn't have the right product I was looking for or that the quality was suspect.    Remember...the searcher isn't going to call the thing the same thing you call it.  Frontgate isn't found searching 'garage mats', 'garage floor mats', or even using one of the names that Frontgate calls, them 'industrial grade garage flooring'.  If you seach 'PVC floor covering'  Frontgate is found on the bottom of the first page. 

Uhhhh.....I didn't know I was looking for PVC....thought that was for plumbing....

So how could advanced business blogging help in this environment?  

Compendium Blogware post about Frontgate catalog marketing and my garageSuppose they send me an email asking me why I need this product? ...ask me to tell them about my new garage and mention you are looking for stories for their blog.   I'm so excited about this stupid garage I would probably send pictures and tell them all about why I built it,  what I put in it,  how I'm outfitting it and how I'll use this Frontgate stuff.

That's all there is to it. 

And it's totally a blogging best practice.   Frontgate gets a great post and the searcher now gets terrific relevant content to more easily help the next searcher more easily find all the stuff I struggled to find.   The searcher is thrilled,  Frontgate is thrilled and as far as I'm concerned I'll never visit a Frontgate blog again...until I have another search that they can serve...

I promise I'm not likely to subscribe to a garage blog or make any comments...I've got a life....and I did subscribe to their email & I'm sure I'll be getting a catalog every month :-)

A blog strategy like this could generate literally hundreds of relevant blogging posts a week.   Combined this with widespread employee blogging on the products and you have not only a winning search engine marketing strategy...but a lot more happy prospects clicking through to buy.