All Entries Tagged With: "business blog consultant"
Business Blog Consultant – Why Do I Need One?
Most people think; “Blogging? How hard can it be?” or “Of course I know how to blog”, or even; “I’ve been writing my personal blog for a long time now and I know all about blogging.”
Okay . . . You run a business. You’ve spent thousands of dollars to develop and promote your website. Now you’ve decided to have a business blog. Mary Sue and Billy Bob, who work in your marketing department and handle your offline marketing both have blogs. Mary Sue is on MySpace and Billy Bob has a blogger blog.
They tell you they can handle all the blogging. no need to outsource. After all, Mary Sue has 112 friends on MySpace and Billy Bob’s post about bull riding on his blogger blog had 32 comments! And they both know offline marketing! Wow! You are in good shape aren’t you?
First: Offline Marketing and Online Marketing are two different animals altogether.
Second: Writing a personal blog and managing a business blog are also two different animals. There was no money invested in mary Sue’s MySpace blog or Billy Bob’s Blogger blog. Your business did not depend on those blogs.
I have a client that shall remain nameless, but they are a multinational corporation. The person I deal with understands the different ways blogs can be used for business, but some in their marketing department do not. Their company has several blogs that are written internally and they send out a newsletter to promote them.
Their mailing list is huge so they do get a lot of visitors to their blog. They have a lot of pride in the number of visitors they get and rightly so.
However, since I do the SEO for some of their websites, I keep up with how they rank in the search engines for their targeted keywords and phrases.
None of their 12 blogs rank for any of their search phrases. Their websites rank very well. But the blogs do not. They have about 60,000 unique visitors per month to those blogs so they have the traffic, but it’s all from the newsletter.
So basically, except for a few new signups each month for the newsletter, the same 60,000 people visit those same blogs every month. if they have not sold these people something yet, will they ever? It’s like preaching to the choir.
We set up a blog for SEO purposes and within one month we were ranking on the front page of Google for the targeted keywords. The first time their company has had a position that high for those phrases. But it did not have 60,000 visitors yet.
It also was not promoted in their newsletter. Ahhh, so you want me to get the same number of visitors that you get to your other blogs, but you don’t want to give me that same tool you use to get them? I see.
However, the visitors we get to the new blog are NEW visitors you never had before. A large percentage of them visit the website we are promoting. And a good number of those have converted to leads.
I know, imagine that. Here I am more concerned with higher rankings in the search engines for their keywords, getting NEW visitors to their blog, generating leads and what their conversion rate is. Shame on me.
We tried to offer them a course on how to do a little better with the search engines on those blogs they write, but their marketing people and inhouse bloggers said, “We get 60,000 visitors per month to our blog, so we don’t need to learn anything new. As a matter of fact, we are going to start writing the blog that you guys created for us.”
Are you one of those people who think you know all there is to know about writing a business blog and think you do not need to learn how to improve it? if so, you wasted a lot of time reading this post.
However, if you are not one of those people and you truly want your business blog to be a success, give us a call at 786-317-8774 and we’ll give you a free business blog consultation. What have you got to lose?
