Blogging for Business: Web 2.0 and Relationship Marketing
Blogging and offline businesses are becoming more in sync, and with good reason. Statistics show that blogging for business, offline and online, is an effective marketing strategy. Blogs can be added to an existing company website, or exist on their own.
Blogs Versus Websites
A blog actually is a website; it is set up in a different manner. Blog is short for the word weblog. As you post entries on your blog, they are displayed in reverse order. The last piece you wrote is the first thing you see upon entering the blog. It is much easier to get a blog up and running than a website. A website template cannot be functional until all the pages are complete. The frequent updating on blogs also leads to higher search results than a website that just sits there and is rarely updated.
Web 2.0
Web 2.0 is a phrase that was first used in 1999 by Darcy DiNucci. She wrote, “The first glimmerings of Web 2.0 are beginning to appear and we are just starting to see how that embryo might develop.” Today we think of Web 2.0 as referencing the ability to interact with others on the internet. Blogging is the perfect example of Web 2.0; readers are encouraged to comment on the blogger’s perspective. The blogger can react in kind.
Blogging and Relationship Marketing
Relationship marketing refers to marketing that is created by direct response campaigns. The focus is on pleasing and retaining the customer, instead of just looking for sales. The rise of inbound marketing and blogging is the next step for relationship marketing. Blogging and relationship marketing are intrinsically linked.
The goals of relationship marketing include using technology to keep current customers, as well as to attract new ones. Another goal of this type of marketing is to do all of this while cutting costs. Blogging for business definitely fits in this mold. Blogs are an effective way to attract searchers to your website and possibly turn them into customers.
Benefits of Blogging for Business
Blogging improves your website. Google sees frequent updates and eventually awards you a higher ranking on searches via search engine results pages or SERPs. Blogs also provide visibility for you and your business. This is especially useful for offline businesses to establish an online presence. Do recent news events tie in to your business? React to them in your blog.
A company can establish communication with customers through a blog. Comments on the blog can lead to future customers, as well as provide feedback on performance. Use keywords in the blog to improve search results for your business. By keeping your blog from being too sales-oriented, you can gain other valuable links from other bloggers and websites.
A recent poll by Hubspot of their customers found that in the businesses that blogged:
- Fifty-five percent had more visits to their web page
- Ninety-seven percent had more inbound links
- Four hundred thirty-four percent had more indexed pages
These numbers are difficult to refute. More visits to a website leads to more sales. Increased links and indexed pages means that your business will turn up more often during Google searches and lead more consumers to you.
Online and offline businesses should realize the benefits of blogging. It is a simple and affordable way to increase your sales and bottom line. Make your blog interesting and informative, have fun with it and your readings will respond. Business blogs are an excellent way to build new relationships and to maintain existing ones! Do not miss this opportunity to connect with your target audience, it will pay dividends for years to come.
Contact UII today for a free, in depth inbound marketing consultation!
John Zajaros
The Ultimate Internet Image
Lakewood, Ohio 44107
216-712-7004
440-821-7018
johnz@ultimateinternetimage.com
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