To answer this question it's important to understand what a blog is so that it makes sense in the context of inbound marketing. There may be a number of you who think that a blog is just a way that people provide information updates about their lives or interests similar to an extended Facebook entry and in many cases that is in fact what a blog is. For our purposes the discussion centres (yes, I'm Canadian so I spell centre with an 're' ending) around the business blog, a blog where the information updates are focused on our business activities, what's new, interesting or relevant to our target audience. A blog is a tool that allows you to quickly and easily publish new content online and where readers can interact with questions or comments about what you've offered. How does it relate to inbound marketing then? Remember that the first part of inbound marketing is about the creation of content that is well optimized using SEO best practices and promotion through social media vehicles? Therefore blogging allows your business to quickly create new content for all interested visitors to read, comment on and share with others. When done properly, you'll see your readership grow and by completing the inbound cycle of conversion and measurement, you'll achieve the business outcomes you've established.
For the purpose of my post here today I'm going to stay focused on the first element of inbound marketing, content creation, otherwise...well it would just be too long! OK, so we've established that blogging is an easy and effective way to create new content for our visitors so what do we do? Step 1 is to decide on your blog software and there are many to chose from, the important thing is to host it on your own website. (Yes, I'm well aware that I'm not following this advice, that will be changing very soon with the launch of our website!) Why is this important? The inbound marketing advantages of hosting your own blog are too numerous to talk about here but in a nutshell if you don't host the blog, you don't get the benefit. If you cut and trim your neighbours lawn, their property looks great...not yours! Step 2 is to understand who it is that your trying to reach with your information offering. As an example, here I offer information intended for the small and medium sized business who is looking for information on how they can use the internet to improve business results. All of the postings are intended to provide more useful (I hope!) ways that you can understand and use the web to help you achieve your business goals. Now we've touched on the why (generate business results), how (blog software), who (your target audience), what (relevant and helpful info), where (blog hosted on your own website) next let's discuss when...as often as possible! You've got a lot of information to share with your visitors so...get to it. Blogging is perhaps the simplest way for you to reach and attract new prospects from the web over time. Notice "over time" not overnight. It's rare that you'll create great business results right out of the gate, remember this is a process not and event so stay the course.
Blogging may seem a little daunting to your company, how are you going to find the time? Who's going to do it? Will we have enough information to share? These are all valid concerns, but consider this, the use of the internet is continuing to grow. Business and consumers alike are looking for information everyday, Google alone receives over a billion queries daily and if you're in business you must very seriously consider what the cost of not being in front of this stream, no scrap that... ocean of information seekers will cost you... a lot! Want some help? Feel free to contact us here.
We're at the edge of the future!
Andy Xhignesse
Showing posts with label Blogging. Show all posts
Showing posts with label Blogging. Show all posts
Tuesday, August 25, 2009
Wednesday, June 17, 2009
Website Marketing and Conversion, 3 Steps
The terms web marketing, SEO, social media etc. are now heard, well in my case daily, but even for unrelated businesses, they're out there and used regularly, but are you taking advantage of what they can do for your business?
Recently I was sitting with a new prospect who owns a small business and brochure style website that wasn't really doing anything for the business other than providing a space that he could direct people to. It has a few pictures of work done, descriptions of services offered and basic contact information...pretty uninspiring overall. I asked him what he would like the website to do for the business and the answer was (as I expected) generate leads that he could turn into business, what every business wants in an ideal world. I know this is hard to believe for some of you, but if this is truly what you want, you can easily achieve your goal, but you must invest either time, capital and sometimes both to achieve what you want...more business!
The process is simple really and involves only three steps however, these three steps can vary in complexity and depend on what resources you can and will allocate to getting the job done. Over the next few entries I will expand on each step but here in very simplest terms are the steps:
1- Generate traffic- Provide optimized content, consider blogging and social media;
2- Provide for conversions- To create leads develop conversion forms, landing pages and make sure you're tracking the outcomes;
3- Monitor results- Use tools that provide competitor analysis, lead scoring and marketing analytics so that you can effectively see what's working and what's not.
As mentioned, it is really three simple steps but there is much to consider for each of these steps. Too often companies start out in only one direction and then when they don't get the desired results they throw their hands up and say "It doesn't work!". It does work, but you need a comprehensive plan that allows you to make it work and as mentioned you'll have to commit time and or resources to get it done. The result, more business, more cost effectively resulting in better profits for you.
Consider this; my prospective client spent about $10,400 in trade shows last year and figures that he got about $20,000 in business for his efforts...not good! Spend that same money to create a better website properly planned, constructed and implemented and you'll get the results you are looking for, more business with greater profitability...Make it so #1!
We're at the edge of the future!
Andy Xhignesse
Recently I was sitting with a new prospect who owns a small business and brochure style website that wasn't really doing anything for the business other than providing a space that he could direct people to. It has a few pictures of work done, descriptions of services offered and basic contact information...pretty uninspiring overall. I asked him what he would like the website to do for the business and the answer was (as I expected) generate leads that he could turn into business, what every business wants in an ideal world. I know this is hard to believe for some of you, but if this is truly what you want, you can easily achieve your goal, but you must invest either time, capital and sometimes both to achieve what you want...more business!
The process is simple really and involves only three steps however, these three steps can vary in complexity and depend on what resources you can and will allocate to getting the job done. Over the next few entries I will expand on each step but here in very simplest terms are the steps:
1- Generate traffic- Provide optimized content, consider blogging and social media;
2- Provide for conversions- To create leads develop conversion forms, landing pages and make sure you're tracking the outcomes;
3- Monitor results- Use tools that provide competitor analysis, lead scoring and marketing analytics so that you can effectively see what's working and what's not.
As mentioned, it is really three simple steps but there is much to consider for each of these steps. Too often companies start out in only one direction and then when they don't get the desired results they throw their hands up and say "It doesn't work!". It does work, but you need a comprehensive plan that allows you to make it work and as mentioned you'll have to commit time and or resources to get it done. The result, more business, more cost effectively resulting in better profits for you.
Consider this; my prospective client spent about $10,400 in trade shows last year and figures that he got about $20,000 in business for his efforts...not good! Spend that same money to create a better website properly planned, constructed and implemented and you'll get the results you are looking for, more business with greater profitability...Make it so #1!
We're at the edge of the future!
Andy Xhignesse
Friday, June 5, 2009
Friday Blogging...
Well here it is Friday morning. I got up this morning a little earlier than normal, it must have something to do with the phase of the moon!
If you've just entered into the world of blogging (like me) and are watching what is happening with respect to your traffic through web analytics then you might notice something interesting...generally, Friday posts don't get the same traction as those entries posted earlier in the week. I wonder why that would be. I guess it's true as a song said "Everybody's working for the weekend." So, what does this mean? Well, if you want to reach out with a message, get it together earlier in the week!
We're at the edge of the future!
Andy Xhignesse
If you've just entered into the world of blogging (like me) and are watching what is happening with respect to your traffic through web analytics then you might notice something interesting...generally, Friday posts don't get the same traction as those entries posted earlier in the week. I wonder why that would be. I guess it's true as a song said "Everybody's working for the weekend." So, what does this mean? Well, if you want to reach out with a message, get it together earlier in the week!
We're at the edge of the future!
Andy Xhignesse
Friday, May 22, 2009
Social Media or Email Marketing...What Comes First?
Lately I've been involved with many discussions related to social media, (blogging, Facebook, Twitter etc.) and in a post on http://econsultancy.com/blog today Andrew Gordon brings forward the idea that email marketing has been lost in all the hubbub surrounding the social networking craze and...I agree! What do you think? Now the question, as a business, what is your best approach to using the internet to achieve the business improvements you're looking for?
Here's are some thoughts. Social media and email marketing result in different outcomes, socializing online brings about awareness, branding, client engagement, discussion and interest among other things, and email marketing brings about prospect conversion. Are the two at odds with each other, or exclusive of one and other? The short answer is no, now let's look at a slightly longer answer. Engaging with a social media campaign that is well thought out and executed, will improve your visibility or branding and should result in improved traffic to your website. Now let's look at your website. Here a visitor should become engaged with your offering and begin the process that leads from prospect to client and if that is working then more traffic to your website will generate more clients. Now we add email marketing into the mix. With email you're in a position to extend your relationship with your site visitor, for some businesses this is a one step process, for others it may require a number of "touches" before a visitor is moved to being a client and email is a very effective means to facilitate this process. Social media drives traffic and email marketing converts that traffic into new clients. Simple? Hmmmmm...
Yes it is, but no it isn't either and more...what comes first? You guessed it, a plan! Once again, back to planning. Both social networking and email marketing are effective and generate a positive ROI, (social media drives traffic, leads to lifted conversions, results in revenue boost) but truly, you must think of this in the context of your overall business development. Again, this is not an event but a process with a number of milestones or benchmarks along the way and numerous considerations as to input to achieve each step. Where does that leave you? Each and everyday the internet is growing and presenting greater opportunity than ever before in history to achieve the outcomes you want for your business. Failing to plan is a sure plan to fail...the cost of failing is for you to decide...
We're at the edge of the future!
Andy Xhignesse
Here's are some thoughts. Social media and email marketing result in different outcomes, socializing online brings about awareness, branding, client engagement, discussion and interest among other things, and email marketing brings about prospect conversion. Are the two at odds with each other, or exclusive of one and other? The short answer is no, now let's look at a slightly longer answer. Engaging with a social media campaign that is well thought out and executed, will improve your visibility or branding and should result in improved traffic to your website. Now let's look at your website. Here a visitor should become engaged with your offering and begin the process that leads from prospect to client and if that is working then more traffic to your website will generate more clients. Now we add email marketing into the mix. With email you're in a position to extend your relationship with your site visitor, for some businesses this is a one step process, for others it may require a number of "touches" before a visitor is moved to being a client and email is a very effective means to facilitate this process. Social media drives traffic and email marketing converts that traffic into new clients. Simple? Hmmmmm...
Yes it is, but no it isn't either and more...what comes first? You guessed it, a plan! Once again, back to planning. Both social networking and email marketing are effective and generate a positive ROI, (social media drives traffic, leads to lifted conversions, results in revenue boost) but truly, you must think of this in the context of your overall business development. Again, this is not an event but a process with a number of milestones or benchmarks along the way and numerous considerations as to input to achieve each step. Where does that leave you? Each and everyday the internet is growing and presenting greater opportunity than ever before in history to achieve the outcomes you want for your business. Failing to plan is a sure plan to fail...the cost of failing is for you to decide...
We're at the edge of the future!
Andy Xhignesse
Tuesday, May 12, 2009
B2B or B2C Blogging for...What?
There is some disagreement out there about whether or not corporate business blogging is really beneficial or not. On one side, those who adamantly feel this is an important component of your company image, an the other side that feel it has no value particularly because the ROI is not clear and so it is a waste of time and resources. One thing is certain, if you don't have a blog, the ROI is...zero! I personally believe that a blog does have value but there are certain conditions required to achieve returns...uh oh , here we go with PLAN again!
Before beginning to blog brainstorm some questions for example, who is your audience? What information do they want? What problem(s) are they looking to solve?...and so on. A good next step is to determine what blogging is to accomplish in the scope of your overall corporate strategy, is this an info, dialogue, branding or other type blog? If you're comfortable that you're on firm ground up to this point get to blogging...with certain conditions.
Speak truthfully in a clear voice that will be heard by your audience, there's enough 'stuff' out there. If you offer information or insight that is not the truth expect to be called out on the carpet, we don't have time for it. A key to successful blog development is that you become recognized as a trusted source, so stay true. Reflect on real experience or comment similarly but you must have a motivation that stays on the high ground or you will not develop any loyalty from your readers.
It's true that there are many blogs that are not generating the desired outcomes and there is little or no ROI, but a well planned blog, that forms part of a consistent corporate strategy and is patiently nurtured and adheres to the highest level of integrity will have tremendous ROI. Want to invest the time? Ultimately this is your decision but here's a final thought. If your blog initiative resulted in one more satisfied customer, what would that be worth to the company? What about two? Three? If you don't blog, it could be that you would never generate that business, its lost to a competitor...
We're at the edge of the future!
Andy Xhignesse
Before beginning to blog brainstorm some questions for example, who is your audience? What information do they want? What problem(s) are they looking to solve?...and so on. A good next step is to determine what blogging is to accomplish in the scope of your overall corporate strategy, is this an info, dialogue, branding or other type blog? If you're comfortable that you're on firm ground up to this point get to blogging...with certain conditions.
Speak truthfully in a clear voice that will be heard by your audience, there's enough 'stuff' out there. If you offer information or insight that is not the truth expect to be called out on the carpet, we don't have time for it. A key to successful blog development is that you become recognized as a trusted source, so stay true. Reflect on real experience or comment similarly but you must have a motivation that stays on the high ground or you will not develop any loyalty from your readers.
It's true that there are many blogs that are not generating the desired outcomes and there is little or no ROI, but a well planned blog, that forms part of a consistent corporate strategy and is patiently nurtured and adheres to the highest level of integrity will have tremendous ROI. Want to invest the time? Ultimately this is your decision but here's a final thought. If your blog initiative resulted in one more satisfied customer, what would that be worth to the company? What about two? Three? If you don't blog, it could be that you would never generate that business, its lost to a competitor...
We're at the edge of the future!
Andy Xhignesse
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