If you’re a marketer, there is no doubt that you have heard how effective blogging can be for your organization. But why is blogging and participating in other forms of social media marketing an effective use of your time and resources?
It starts with a reason you likely are familiar with—when updated regularly with useful, educational information, blogs help position your organization as a thought leader by placing your expertise on display (read more information on this topic here). And if you’re talking about blogging within the realm of social media / web 2.0 marketing, having this unique, informative content on your website is just the beginning. By providing information that people are searching for, more inbound traffic will come to your site, which has two immediate advantages:
- In the minds of the visitors, you’re positioned as an expert. Think about it—I’m an intelligent person and I know what I want. I’m going to perform an intelligent search (likely with Google) using keywords with which I’m familiar. When pages in your site, thanks to fresh, relevant content from your blog appear in the results, I’ll click through and read the information you provide. So since I’m an intelligent individual performing an intelligent search, after which your website appeared in the results and provided useful information, obviously your organization knows what it is doing. In going through this mental process, I’m already qualifying your firm in my mind as someone who knows what they’re doing, and hence someone whom I would trust giving my business to.
- It will help drive more traffic to your site, and increase your organic search engine rankings.Not only does Google love fresh content, but so do people. Whereas Google will boost you for continually updated content, people will link to it, thus driving more traffic and giving you a “vote” in Google’s eyes as an expert in the field (Which brings us back to the first point. Isn’t it cool how this works?) Also, make sure your content is original, and not simply a regurgitation of content used elsewhere on your site or boilerplate text.
Having a blog on your organization’s site can also encourage interactivity with your clients and stakeholders. Nurture this communication and use it to facilitate an emotional connection with your community. Doing so will help the community grow, and will in turn increase the amount of social media bookmarks (e.g. delicious) for your site, which again, drives more traffic and grow your community.
If at this point you’re sensing a “driving more traffic to encourage the growth of your community” theme here, there is a reason. When your organization is participating in blogging and other forms of social media, know why you’re doing it. For without organizational buy in and the proper goals, success will not be the result. As an example, immediate conversions will be tough to come by in social media marketing, and should not be the main point of participation. Rather, objectives should be the focus. Metrics such as community members, comment participation, in-links, and bookmarks collectively form a great framework for measuring the effectiveness of social media.
As a side note, if you want to learn more about blogging and social media marketing, make sure to register for Wakefly’s social media marketing webinar that will take place on March 26th. We hope to see you there!