This week I was part of a panel discussion on Business Blogging in Seattle. I also met someone from eMarketer...an organization I love and use their statistics a lot in this blog and as part of my conference speaking events. Last night I got a note from her: I enjoyed talking to you very much and, Chris I loved your passion during the panel, as well as your references to eMarketer stats - thank you.
Passion...that's being polite. I was boiling. There is so much misinformation given out at these events. Bad tactics and highbrow BS that it really just....well let's say it brings out my Passionate side.Joining the community is not a goal, it's a tactic. Keeping the business alive and growing is the goal of business. So-called Social Media 'experts' tell audiences that all they have to do is join the conversation and wonderful things will happen are not only naive, but preforming a real disservice to the business 'community' as a whole.
Data. Data guide successful businesses, it guides Internet Marketing and should be guiding your customer acquisition strategy. From a corporate blogging stand point, the data tell us that there are three ways to get traffic to your blogs. Direct Navigation, Referrals and Search.
Experts were telling this audience that focusing on referrals is how business bloggers should be investing their time. Wrong.
If you write good content, if your employee bloggers are both knowledgeable and compassionate, referrals will come...but you can't make them happen, you can only hope they happen.
Search is the only blog traffic source that is completely in the control of the marketer. Search is a content driven medium. Content volume, content specificity and searcher satisfaction can all be measured and controlled. This is where the majority of thought needs to be with regard to corporate blogging.
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