Author Ed Bejarana
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Author Ed Bejarana
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I started down the business blogging path almost four years ago and at that time the blogging technology appeared to be the greatest search engine optimization opportunity EVER! Truth is, blogging is THE fastest way to gain search engine visibility, but it is a poor SEO tool–sort of.
Quick review. Why does google, yahoo, msn and all the other search engine websites exist? They are FOR profit operations designed to give the searcher what they are looking for in as few search attempts as possible. It is in the search engine’s best interest to dig through your site and try to understand exactly what you do. Gone are the days of being able to post some keywords and gain top spots, now the content of your site must back up your keyword assertions.
In social blogging, the search engines were able to quickly identify the thrust of an article because by the nature of blogging, each article is on a single topic. As a result of the very high relevancy score given to a socially based blog article, blog postings were found higher up in the search results–which lead to an explosion in popularity.
The time based nature of blogging also helps with search engine visibility. Where a normal website page starts at the bottom of the index (so to speak) and works its’ way to the top of the list, a blog article starts at the top of the index and falls down the index listing based in part to time. Typical blog article first page life expectancy is about a week.
To be categorized as a news type blog site, your articles need to follow a few unpublished guidelines. First your article needs to be single topic focused. You can not introduce four business services in a single article, you will confuse the search engines and they will discount the value of your content. Second, your article needs to be informative. Educational, informational, or conversational no matter which approach the article needs to mean something to somebody. The same advice speech coaches give applies in business blogging, know your audience.
Your audience speaks a certain way, they use different words, they have description methods that distinguish them from the rest of the world. Since this article is about blogging 101, I’ll leave the argument over the above statement for another message.
People want to read what makes them comfortable. Last thing any of us want to do is spend our leisure time reading something where the author seems to be talking down to us. We’ve all heard about news papers writing for an 8th grade level reader, but what we haven’t heard is the effort that goes in to capturing the local dialect. I mean to offense to anyone, but the people in Seattle talk different than the people in Austin or the people in Portland, Maine.
That said, someone who creates engine parts (for example) is going to use the same language no matter what part of the United States they live. Same for Electrical Engineers and Bakers and Computer Programmers. If your business offering is targeted across multiple demographics, pick one, do some research on their language and write a story just for them.
While there is cross over educational value for business articles in the educational sense, someone reading about a business development story who works for a mega corporation making engine parts is NOT going to be interested. Write for the click. We want people to READ your story, get a sense for you as a PERSON and become interested in what you do.
How do you find out more information about your target audience? I wish I could say go to the abc.xyz website and look them up, but I can not. One of my more effective ways of learning more about the way people talk is by visiting association websites and reading discussion forum articles. Just about every profession has some association. These associations hold annual events and gather their peeps together to sing kum by ya (or something of sorts). Find the associations for your chosen demographic, read article writen by experts in that particular field for that particular audience and replicate the language in your article.
My assiciation bible is the Encyclopedia of Associations. I means a monthly visit to the local library, but for me going to the public library in Portland, Oregon is a fun and educational thing to do.
Happy Business Blogging!
Author Ed Bejarana
Would you say that your great customers also consider you a good friend? How did you become such great friends? Was it because you had a excellent product/service and you delivered it with amazing service? Nope. Your product and service were just initiators to your friendship, in some way shape of form, entertainment was the catalyst.
When I share this with a group of business associates, I almost always hear, “what you want me to sing and dance for my clients?” I almost always reply, “no, I’m sure you clients already think you tap dance your way through all daily activities.”
Do you tell your clients jokes? Do you go golfing with them or take them out to dinner? Those are ways you entertain your clients. Business blogging using a personality based marketing approach is about telling stories that are both informative and entertaining.
Looking back on your college years. Which professor did you feel was the absolute best? Why? Did they tell stories that both entertained you and gave you and excellent grasp of the coursework? I was bless was three great professors in my college days and all three had the same basic trait, they were fun and passionate about their course. Well, your clients (current and future) also appreciate your passion and knowledge; so how are you communicating both on an on going basis?
Blogging has been traditionally considered a social media outlet, meaning it is best used for telling about personal happenings, believes and experiences. Why then use the medium for anything else? Businesses all across the world are trying blogging technology as a means to delivery more product related information or build stronger sales channels; both, in my opinion, are doomed for failure. Blogging is about being social just like the cocktail party. Try making a power point presentation at the next gathering in the golf lodge after a round of golf… You’ll get the same results as trying to sell your wares in a blog format.
Every business MUST use multiple marketing channels to reach current and future customers. Business blogging should be just one of the tools you use.
So how? How do you make business blogging work for you?
Remove the features and benefits of your business from the conversation. From an entertainment standpoint, nobody enjoys learning about why your company is a better widget maker. People would be interested in WHY you company got into the widget making business, but readers want detailed stories that paint a picture. While a sales presentation is going to be present by the nature of the location of the message, the tone of your message should be that of entertainment.
Who is the owner of the business and what trials and tribulations did they have to over come to get started in this business. You don’t have to give away corporate secrets, but the only way readers will become interested in your story is if you use traditional story structure formats. Act 1, Act 2 and Act 3 or Beginning, Middle and End (how ever you want to refer to it) is critical to keeping your article on message.
- Build up characters because they are the people your readers will connect with.
- Build clear themes because that is the reason to keep reading.
- Form clear conclusions or resolutions because that is the ultimate benefit for the reader.
When blogging, you are making a deal with the reader, you will provide a story that is interesting, insightful or inspiring and in return the reader will give you their attention. If you do a GREAT job with the three “I;s” then you may gain a customer because personality is like gravity, it pulls people in!
Author Ed Bejarana
Business blogging can be the most cost effective marketing tool in your arsenal, but doing it right is mission critical. Time sensitivity and high relevancy scores will get you listed high on all the search engines. Links from your article back to your website will prompt Google, Yahoo and MSN to take note; helping with your main site’s search engine visibility.
Not bad for a marketing tool that only costs time!
- Increases search engine results for local customer searches
- Improves Google visibility and page ranking for your main web site
- Provides online source to exhibit experience and expertise
The internet is the primary means for how consumers find information. When consumers are seeking a product or service, their search will start locally. When presented with thousands or even millions, of search results, consumers will differentiate bade on gut feel from the 160 charter search result listing. Articles that communicate more than price based promotions attract readers and build long term business relationships.
According to the Pew Internet & American Life Project Tracking survey, 73% of all America adults use the internet. Why is knowing over 210 million Americans use the internet? Because,
- 89% of those users use a search engine to find information,
- 83% look for information on a hobby or interest, and
- 81% look for information on products or services they are thinking about buying.
Most American consumers look to the internet when they need things and information: Can consumers find you and your business on the search engines?
Search engines value blog articles higher than static web pages because the subject matter is current. Search engines are in business to give internet users what they are looking for in as few searches as possible. Blogs are text based and full of searchable information. When written correctly, they can serve as a valuable advertisement for your business.
The service we offer is putting everything together and developing a plan for incorporating business blogging in your weekly activities.
- We research what you should write about
- We help you pick the right keywords
- We identify your search engine opportunities
- We teach you how to focus your marketing message
The pages here under Blogging Instructions are meant for our customers to use to find answers to the common questions. The pages are password protected, to obtain a password, you need only call us at (503) 709-1454.
For more information about how we can help your business use blogging to improve your search engine visibility, please call Ed Bejarana at (503) 709-1454.
Author Ed Bejarana
Author Ed Bejarana
We all picture a flamboyant actor flailing their hands in the air chanting these words, “what’s my motivation?”
How often do you feel like you are the actor and those words just left your mouth?
The press is stopping short of actually using the “R” word in open forums or in print, but they are sure throwing it around via innuendos and in the form of predictions and expert opinions. As business owners we are faced with two competing points of viewing a recession. Oh my god or Alright!
In times of recession, cash is king and customer loyalty fades in favor of price. It may be that you have build very strong relationships with your current client base, but how far will loyalty take them if your customer is faced with an ever tightening budget?
During a recession, in addition to ALL the other marketing endeavors you are already doing, you must re-prove your worth in the eyes of your customer. If done right, you can gain new customers (who are unhappy with their current service provider) and build even stronger relations with your existing customers. How you ask? What is this magic business bullet that will kill two birds with one stone?
Join the East Portland Chamber of Commerce. As a member, you have access to publishing on our Chamber Blog site, meeting with new business owners (and consumers) in your local area and have influence in local politics. (Like this Wednesday when the Governmental Affairs Committee is bringing in a brave politician to face our Q&A).
Why is the chamber blog so important? Well, simple, because google said so. Blogs already have a special place in the eyes of the search engines, but google also values community based organizations, so the Chamber sites get an extra kick that your site just can’t achieve.
Second reason for blogging is publishing links back to your site with relevant content pertaining to a specific keyword on your website helps improve your businesses search engine visibility. Think of it this way, another link from a website that is not yours is like a vote in a popularity contest. The only difference is in this contest you make money if your site is ranked higher.
Starting your own blog on Blogger or WordPress, (inserting a shameless plug here) I can help you with that task, will give you similar results along with increased access to your customers.
How does blogging help re-build customer loyalty? Does your customer like it when you call them? Of course, and you should be talking with your customers every month; but how much is too much? How many phone calls before your customer considers you a pest? Does that mean they don’t value your information? No, it just means they don’t have time to sit down on your schedule. However, if you had a blog where you told the world about recent additions to the employee ranks, new products or services, tips and tricks on using the XYZ Widget, or any other relevant information that would be of interest; your customers will read it.
Tell me if this conversation is plausible. “Hey Ed, I saw on your blog that you guys are now offering a business blogging service, it sounds interesting, can you tell me more?”
Ok, look beyond the second shameless plug and tell me if your customers wouldn’t do the same thing for you? The conversation could just as easily be, “I saw your posting on the East Portland Chamber of Commerce, tell me more.”
Membership matters, to learn more about becoming a member in the East Portland Chamber of Commerce, visit one of our Good Morning East Portland events or visit our website.
Ed Bejarana East Portland Chamber of Commerce Blog Editor
Author Ed Bejarana
Author Ed Bejarana
Author Ed Bejarana
