Business Blogging

“Search engines drive website traffic; social networks promote brand awareness and blogs encourage community engagement.  But what about eMail?”  Wrote Peter Prestipino, Editor-in-Chief and Mike Phillips, Senior Editor for Website Magazine.com.

The article goes on to explain the importance of including eMail marketing in your company internet marketing strategy.  My take from the article is the importance to have a multi-faceted internet marketing approach.  In today’s market, relying on any one internet marketing strategy is a recipe for failure.

Rather than preaching, I’ll dive into the topic.

Who is your audience? Do you level best to spell out the nitty gritty details of your target customers.  Education, marital status, children, income level, hobbies and interests, social economic status, political believes, and anything else you can think of that will help you find search habits, locations, and motivating factors.

Since Google (and all the other search engines) are motivated by relevancy to keyword searches, the more specific your landing page content to the target audience and their search habits, the better.

If your website does not incorporate a business blog, you should meet with your web design team and start the site redesign process.

How? Stop thinking about your internet marketing effort as a sales process and more of an education opportunity (except in cases where a click and buy presentation is desired).  View your business as auditioning for clients.  Provide detailed, helpful information for “people” to digest and learn from.

Knowing the full demographic make up of your target customer will help you create highly targeted content for your website, social networking messages, blog articles and eMail campaigns.

You can have as many target customer profiles as is needed to reach your desired business level, but stay disciplined enough to create marketing collateral for every marketing channel for each customer profile.