For the sake of this post let’s pretend you’re a blogging skeptic. You’ve heard of a blog but just think it’s a fad that might not need a second glance. Maybe you’ll jump on board in a couple years when and “if” this corporate blogging fad really takes off. Everyone is entitled to their opinions but I’m here to tell ya this: Blogging HAS Purpose.
Take it from me, since I started my position with Compendium Blogware I’ve had to answer to a lot of skeptics as to why I’m choosing to invest my career in Corporate Blogging. The answer is because I truly believe all companies and organizations seeking a substantial presence on the Web must have a blog.
Gone are the days when companies can develop static websites and call that their Online Marketing Strategy. Anymore, to be a contender on the web, at minimum, you need to invest in an interactive website, PPC advertising, affiliate campaigns, link exchange strategy, an SEO consultant… need I continue? Winning search is the name of the game folks. I’m consistently amazed at how many hundreds of thousands of dollars companies spend on developing their marketing campaigns while they overlook blogging. It just doesn’t make sense. Why? I’ll name a few examples:
• Search engines love blogs. Blogs return great organic/natural search results. According to Marketing Sherpa, “to say that 99 people out of 100 click on the natural search results is probably an underestimate.”
• People visit blogs. We visit blogs for human interaction. The same reason sites like Facebook and Myspace have erupted, we want to know more. And, blogs are a great forum to not only give people more info about who you are personally but more importantly, develop relationships among prospective and current clients.
• Blogs Convert. Given the SEO power of blogs, prospects can find your message on the web. Given the human interaction of blogs, you can build relationships with your readers. Given what we know about the sales process, folks tend to buy from those they know. Blogs can be a great way to acquire new customers.
Enough for now, I’ll get off my soapbox. But to all those skeptics out there, I encourage you to do some research, give blogging a valid look. I think you might be pleasantly surprised at what you’ll find.
