Why Businesses Need to Get Behavioral in Their Marketing

We’ve passed a turning point when it comes to digital marketing. For nearly two decades now, websites, landing pages, email, and sponsored media have given marketers a way to reach targeted audiences in a cost-effective and efficient way. But every channel or strategy becomes old and outdated unless companies innovate and refine the way they use it. Continue reading

Penguins and Pandas, Oh My!

For those in web marketing, the scariest creatures in the animal world these days are penguins and pandas.  I’ve even known some web marketers that wake up in the middle of the night in a cold sweat after nightmares of penguins eating their laptops and bank accounts.   Some have even permanently given up taking their lunch breaks at Panda Express. Continue reading

Social media works for SMBs

Social media is huge for marketers today—and not just for the big guys. Because this tool requires more time than money, SMBs have been quick to adopt a social media marketing strategy. By employing a social media team or even just one savvy professional, an SMB can level the playing field with the larger competition. Social media is all about converting a business to a human level—one-to-one, person-to-person. Continue reading

Business blogging builds SEO

There has been a lot of discussion as to whether or not a business blog is worth the time. Blogs are supposed to build SEO, generate leads, and reinforce brand recognition. But I still encounter many naysayers who grumble a resounding “Bah!” at the mere mention of the four-letter word. However, it doesn’t take long to realize that they are just not doing it right.

A blog shows active content, which captures the notice of search engine spiders that are crawling the Web in search of new, relevant information worth sharing as search results. The newer the post, the more notice it gets. The more keywords integrated relevantly, the more notice it gets. And this added notice pushes your blog higher in the search engine results page (SERP), which is the SEO goal of everyone on the Web.

The facts are out there. People are not just reading blog posts; they’re voraciously devouring this content! U.S. Internet users spend three times more minutes per day on blogs and social networks than on their email. The global population of blog readers is almost one-third larger now than three years ago.

About 40 percent of companies in the U.S. use a blog as a marketing tool—and for good reason. Research published by Hubspot reported that companies that blog have 434 percent more indexed pages than those who don’t invest the time in a blog. And Hubspot’s 2010 State of Inbound Marketing Lead Generation Report stated that companies that blog have 97 percent more inbound links and get 236 percent more leads!

But that still leaves 60 percent of companies blog-less. For the time being, I would relish this reality and blog my heart out, because I’m gaining the SEO value that they’re missing—this wonderful forum for communicating with my prospects, referral sources, colleagues, and guest bloggers.

What kind of results do you get from your blog? Let me know how it’s doing for you!

Is your blog bringing you new leads?

businesses with active blogs generate 67 percent more online leads than business that either have an inactive blog or don’t have one at all. Look at the sales potential you’re leaving on the table when you don’t blog!

A business with a blog will have an average of 15 online leads compared to an average of nine for the non-blogging business. But you can’t just go through the paces and say, “I have a blog.” It must be active. Think about it. If you’re generating random, yet organic leads from search engines, how are they finding you? Perhaps through additional indexed pages and new keywords that pop up in your blog. If this is the case, then you clearly have an active blog—bravo!

Research also shows that those businesses that posted an average of about 24 blogs showed search engines that they offer a steady stream of content, which, in turn, prompted the search engines to rank them higher in the search. Add in links to articles and the rank goes even higher. For those businesses who published up to 11 blog posts, they garnered about three leads. But bump the blog count up to 23 and the lead generated count grew to 10. More than 24 blog posts or articles, 13 leads. I throw in a word of caution here, however. Don’t be fooled by the number of blogs necessary to garner new leads. Quantity needs to be tempered with quality.Your posts must also deliver keyword-rich, relevant content, in order to catch the attention of the search engine spiders. Simply posting a blog won’t do—your content must be valuable to your end user.

The best way to blog, in my opinion? Set aside one hour a week and generate a handful of blogs. If you have a pool of them as a resource, it won’t feel like a “task” that you have to do each day. As a result, you’ll have plenty to talk about often.

To learn more, review the report at Internet marketing firm Hubspot published at marketingcharts.com.