Thursday, February 9, 2012

Are you considering Corporate Blogging?

Before you proceed reading this blog post, ask yourself the following questions:

- Do you want to drive demand for your organization’s product or services?
- Do you want to start personal relationships with prospective customers?
- Do you want to acquire more customers?

If you answered “yes” to any of these goals, keep reading.

The answer is: Getting found online
As a marketer, you need to be waiving your arms with the solution to the problems prospects are searching for. According to the Pew American Internet Study, search is now tied with email as the
number one online activity. 91% of Internet users search regularly.

What does this mean for marketers? It means that a significant key to your success is being found when someone is searching across a wide spectrum of keyword phrases that are relevant to your business. Not only is getting found online huge for your business, it is important for searchers to be rewarded in their search experience by finding what they are looking for... YOU.

Traditionally, there have been two ways for marketers to get found online:

Search Engine Optimization (SEO) for a corporate website
Getting found through SEO is ideal because it is 24/7 free placement. Not only that, it is estimated that nearly 99 out of 100 clicks take place in this area of the search engine results page (MarketingSherpa Search Engine Optimization Guide, 2008). This area is also called Organic Search.

PPC (Pay-Per-Click), or bidding on keywords
On average, marketers target over 1,000 terms through PPC. This creates a variety of paths a searcher can take to find your organization.

Both traditional SEO and PPC have Limitations!
The huge problem with SEO for a corporate website is its narrowness in scope. A typical website with “good SEO” will usually show up for a dozen or so keyword terms. And remember, you want to be found on as many keyword phrases as possible that are related to your organization.

Lack of specificity, lack of fresh content, and lack of inbound links all play a role here. Even with a major redesign, most corporate websites will drive the majority of their traffic through searches that require the visitor to have knowledge of the company’s name or brand.

On the other hand, the major problem with PPC is the lack of activity happening in the organic area of a search engine results page. With only 1 out of 100 clicks estimated to take place in the PPC area, it generates significantly less traffic than SEO.

How do you combine SEO and PPC strategies and get found as often as possible?
There are three important factors to consider when solving this challenge:
- It is ideal to appear in the organic results because the vast majority of action takes place there.
- It’s in your best interest to cast a wide net and target as many keywords as possible. A broad list of terms gives a searcher several ways to find you.
- You must deliver on the things that both a search engine and searcher are looking for: fresh, frequently updated, and highly relevant content that fulfills the searcher’s needs or problem.

Blogs are the solution
And, here’s why: Blogs are content-rich, specific, relevant, and personal – all of the qualities a search engine is looking for when determining which results to deliver in organic search. By nature, blogs have more of the positive variables that search engines are looking for when compared to a website.

Cast your net with blogs and get found
Ok, we know that search engines like blogs. But how does this relate to your company and getting found in search? Blogs help you get found through organic search. That happens by targeting a broad spectrum of keyword phrases related to your business and related to what your prospects are searching for. With blogs you’re able to cast a super large net of keywords. The larger the net, the better the chance to catch a prospect and get found!

I’m found, now what? You convert!
Your potential clients have found you, now give them something to do before they bounce! We call these call-to-actions, or CTA’s. CTA’s can be as simple as a newsletter sign up aimed to capture contact information, or registering for a consultation. After all, the ROI of business blogging is simple really: convert blog visitors into paying customers.