First there were blogs. And then there were company websites. Or maybe it was the other way around.
There did, however, seem to be two distinct groups on the internet, with different philosophies and goals. On the one hand, the passionate blogger, writing (often daily) about their chosen area of interest, sharing their views and interacting with their readers. On the other, companies, corporate organizations, trying to harness the power of the web to boost their brand and close more sales.
It has only been more recently that the clear definition between these two concepts has started to blur somewhat. Well, there are still many great bloggers out there dedicated to their passion, but many companies have started to learn from them, and rightly so.
Before, many companies saw blogging as “not for them”, they perhaps viewed themselves as more corporate, with sales goals and annual meetings and shareholders in mind. They viewed the blogosphere as a club into which they were not invited, and somewhere where they were not going to flourish anyway.
But the landscape has changed. Companies understand that harping on relentlessly about their latest product or service, no longer works. Buyers don’t like to be sold to. The age of the door-to-door salesman is dead, and the online landscape has changed accordingly.
Now, it’s all about telling your story, and what better way to tell your story than through a blog?
Sales “techniques” are considered old school, and the idea that simply asking the right questions will get the client on board seems a bit absurd in today’s marketplace. Talking honestly about the benefits of a product or service, backing that up with customer interviews and testimonials, and sharing the story behind the product are all much more 2018.
A blog allows companies to interact with readers in a way that a static (boring?) corporate website does not. Of course, companies do not need to suddenly ditch their existing corporate sites and change everything over to a blog. There is a another solution: a composite website. A website that includes all of the features you would normally expect from a corporate site (such as the menu sections at the top of the homepage: About, Our Services etc.), but that also includes a blog section that visitors can access from the top menu bar, or blog posts that are actually displayed on the homepage.
The benefits of having such a site are significant. Blog posts can be used to attract visitors (where they not only read the blog, but also potentially buy the products or services on offer), they help reduce the site’s bounce rate and lead to more frequent indexing of the site by Google, all of which can contribute to higher rankings. Higher rankings can lead to even more traffic, more sales, and the cycle continues…
So, what can you and your company learn from the blogosphere? Perhaps that producing content on a regular basis, interacting with customers and potential customers, and sharing stories from “behind the scenes” in your organization is the way to go. People buy “real” and with so much “fake” out there on the internet, that’s easy to understand.
The question is, is your brand coming across as authentic and are you using a blog section to do it?
All the best!