Anyone who runs a business has something important to say to his or her clients. Whether it’s about your products or services, or even tips on how best to use your products or services. Using your Website, or an eNewsletter, provides you the opportunity to help your customers make better buying decisions, but also for you to earn additional credibility that could directly lead to future business.
Online content, in all of its various forms, is causing marketing and PR to come together in ways that don’t really exist offline. Unfortunately, many small and independent business owners have the misconception that online content such as blogs and news releases are only useful tools for large companies and Web-based firms. When people search the Internet for information, or products, content is the same regardless of how it is presented, so don’t worry if there’s no room in your budget for the latest Flash techniques. Moreover, in the interconnected Web world we all live in, it is content that drives action.
If you hold specialized knowledge in your field why not share this information online and bring targeted traffic to your site? Regardless of the type of business you run, you have information that can contribute to the education of the marketplace. The question you need to ask yourself is, “How can I get that information out there?” If you would like to add short bits of information, or keep your clients up to date on a regular basis, adding a simple blog to your Website could, over time, generate significant traffic, additional credibility, and ultimately new customers. Make a decision to dedicate at least 45 minutes a day (or every other day) online, posting meaningful comments, providing answers to frequently asked questions, or posting industry news. Positioning yourself as an authority in your industry will drive solid traffic to your blog or Website. It’s also a good idea to post on other topic-related message boards and/or blogs, providing a link back to your Website. By posting elsewhere on the Net, over time, you could develop an expert’s reputation within your niche community while at the same time you’re providing links back to your site (which makes excellent “spider food” for the search engines).
Just as important as it is to get out there and drive traffic to your site through generating relevant and quality online content to your audience, it’s equally as important to have a clearly defined business goal for your Website – to sell products, to get new clients, or to get people to sign up for your eNewsletter. You want to draw your site visitors into the sales-consideration cycle: on average, it takes approximately 6 “viewings” (or 6 mailings) before action is taken.
Today’s point-and-click generation wants to hear from the business owners, who are the experts of their trade, when they browse the Internet for information on things like hair and skin care products, health products, remodeling tips, home improvement and more. So for the small business owner, it’s time to speak up! Add some relevant content to your Website and/or blog… blog… blog!
