Once someone goes to your web site, what reason do they have to go back?
I think most of you will agree that once a tradesman has been to your site and got the product info or downloaded some basic info, they normally don’t come back because you haven’t given them a reason to.
Want to scare upper senior management? Go to them with this idea: Make your blog the center piece of your online marketing.
You might initially think that this is a bold concept and many people haven’t considered the possibility of giving up their web site (or their job). I’d imagine for most bigger companies, that would be a hard sell upstairs.
Social media quarterbacked by your blog will bring you more readership and that translates into more opportunities. Think about it. Most everything you have on the web would work on a blog.
Here’s an idea on how to test it without scaring the powers to be. If you have a microsite targeted to a specific trade, niche, product or service, you can check the metrics of how many and how often users go that site, and when they are there, where they go. So you have benchmark data already set up. Now start a blog to that same group of tradesmen, add the same content from your current web site and check the numbers in 3 months.
I’d be willing to bet a good steak dinner that when you look at the metrics for the blog, it will far outperform the web site. Two main reasons for this are that you’re drawing more people because of the content and you’re interacting with them.
Something important to remember is that content is written differently for blogs than the web. Successful blogs write from the benefit angle instead of the capabilities angle which engages the users quicker.
Conclusion: Don’t just make your blog a journal you keep on a daily basis, make it one of the most powerful tools in you marketing tool box.