Oftentimes I hear something along this comment from people within the B2B marketplace:
Search isn't really important to my company; we work mostly through personal referrals and don't get much business from the web.
I have two issues with this...
1. Even if you are getting most of your business through referrals...people are searching for you before they actually buy from you (For example, if someone recommends a restaurant to me I am going to search and check out what they have to offer before taking my friends there.) Wouldn't it be great if they found a business blog that shows your expertise in the subject area? Then you become the obvious choice (personal referral + expertise).
2. The reason you aren't getting much business from the web is likely because you aren't doing web marketing correctly. First, you probably are not being FOUND on search. And second, you are not portraying the right message or call to action if you are found.
So even if you think that you all of your business comes from referrals and the "good old boys" network...this is CHANGING. Even those "good old boys" are going to Google and searching to make sure your company really is the best solution and you need to be standing at the top of the page showing that you are indeed the best choice. How do you get there? How about a great blogging solution that is focused on blogging for SEO?
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