To compete online you need more than a great website. Additional marketing tools, such as blogs, optimised articles and e-shots (e-mail marketing) can help enhance your online visibility and give you an edge on your competitors.
You can use these additional tools to promote your products and services, and also to increase your site’s relevance in the eyes of Google, Yahoo! and MSN/Bing.
Blogs are like ‘internet diaries’ that are regularly kept up-to-date with diary entries called posts. Adding a blog to your site can help you make a human connection with your audience (blogs are generally written in a friendly, conversational tone, without the hard-sell that people in the UK find so off-putting).
So many websites seem abandoned on the Internet. They have been built and launched some time ago, and look OK, but there is nothing there to suggest they are currently active, or ‘open for business’ (being run by real people who are readily available).
A blog can help you to:
- Engage with your audience regularly
- Tell your audience all about your new products, special offers, latest company news etc.
- Direct your audience towards your website
- Establish your company as an industry expert that always has its ‘finger on the pulse’ and also has its own individual ‘take’ that is both interesting and entertaining
All this can help create warmth towards your brand, a true commitment, and one that will foster loyalty.
Google (and other major search engines) reward websites that constantly add fresh and relevant content with higher rankings in their results pages. There is no better way to do this than by publishing articles on your site regularly.
Articles are also a great way to:
- Help your audience by providing them with interesting, topical and useful information relating to your particular industry/field
- Invite feedback from your audience
- Reinforce your reputation on the Internet as being a company that is ‘in the know’ – a leading industry expert who can offer insightful information, advice and guidance readers can trust
Your articles could also be optimised for keywords. This means they could include the (matching) specific search terms users type into Google, etc. when searching for your type of products, services or information