We’re heading towards the close of the first decade of the 21st century, and now having a Web site is no longer enough. The Web is ultra-competitive, no matter what your sector happens to be. Your customers look for you online, they find your competitors, and suddenly they aren’t your customers any more.
If your Web site was number 5 on the Search Engine Results Pages a year ago, it’s number 105 today. For many businesses, the solution to gaining visibility online is online advertising, in the form of Pay Per Click, via Google AdWords or another PPC option. Unfortunately, the cost of clicks is becoming prohibitive in many sectors. If you’re paying $2 for a click, for example, and you need 50 clicks before you bag a sale on a $9.99 widget, acquiring that customer was way too expensive unless you can sell him or her a lot more widgets in the coming year.
If you’re finding yourself in search engine rankings hell, a blog looks attractive. There are no promises, but over time, and with application and strategy, your blog can help to make your site more visible.
The key words in business blogging are: APPLICATION and STRATEGY. You need both, and we’ll discuss them over the course of this series.
BTW, if you’re wondering about my blogging credentials, I’ve been blogging since 2003, for myself and for clients. I’ve learned a little of what works and what doesn’t. In this series I’ll share what I know works and I hope you’ll find some nuggets of info that you can use right now to implement a blog, or several blogs, for your business.
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Angela Booth, top copywriter, author and writing teacher.
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