Today over 75% of consumers search for products and services online via search engines and social media platforms, that being the case your business being ‘visible’ online is now critical to your business success.
Having a website presence is one thing. However, is it generating any business for you or is it just a digital brochure out there in cyberspace that nobody ever sees, if that is the case, then you have to work at driving online visibility.
There are a number of ways to assist your online visibility, here are some of the ways:
SEO (search engine optimization) – I’m not going to get into detail about SEO which more than ever before relates to the content on your website, the best way to achieve this is have a blog on your website.
Blogging is a critical part of businesses online marketing strategy. It’s a media channel, you own and control that helps establish your credibility and expertise, while also providing a platform for engaging more directly with customers. Your online marketing strategy can’t be helping your ROI without great marketing content, and your business blog shouldn’t be ignored.
HubSpot “has found that companies that blog generate 55% more website visitors, 97% more inbound links, and have 434% more indexed pages than companies that don’t. Even if you’re posting once a week, you may not have leveraged the full power of content creation for your small business brand”.
PPC (pay per click) advertising – Keep in mind, when someone types in those all important keywords eg: ‘commercial real estate agent Gilbert’ – you are paying to top the bill. You are bidding on keywords so that you become visible in the sponsored links. Again, ideally you want to dominate the sponsored listings – so that you have more chance of being ‘clicked’ on. Depending on your price point, this marketing stratagy can be costly.
Social Media Networks – Rather than putting all your eggs into one ‘online’ basket and simply having your website presence, now you can leverage social networks to create a broader online presence.
Not only do social networks provide you with more opportunity to grow a presence online social medai is not to replace your website or blog. Fundamentally, social isn’t about direct sales, it’s about getting people to ‘know you, like you, trust you, talk about you – and ultimately do business with you’.
In order to grow this relationship and get people to know, like and trust you – you’ve got to provide content that is useful, purposeful, authentic and from the heart of your business – so that you ‘earn’ attention.but you should leverage Social Media to send traffic to your website (preferably to your blog on your website).
This is where ‘blogging’ comes into play.
A blog, in my opinion, is a MUST for every website and yes, I yes I mean EVERY website.
Your blog is the place where you can share more than you can say on Twitter or Facebook and of course, provides you with unique, purposeful and relevant content to share on those social networks too.
Your blog is your broadcast station, that you own and control. Everything the business wants to share, believes in, has done for others, people get excited about etc can be shared though your blog. And of course your blog should sit on your website.
When people visit your website they see your blog (particularly if it visible on the home page). They see that you have opinions, advice, testimonials, case studies, view points, expertise, authority, a personality etc.
When people read your blog, they get pulled back to your website. Your Bolg is the perfect ‘engagement’ and ‘broadcast’ tool. It also works beautifully for social media,because, it gives you something to share.
If a business isn’t blogging – then they don’t have much to say. And in a world where being ‘vocal’ matters – then blogging assists with your online visibility.
As I have mentioned, you must devise a blogging strategy and you must use the best resources of what today’s technology has to offer.