Would your business like more exposure?
Would it benefit from a wider audience?
Do you feel your existing website is too restricted in selling your company to potential customers?
I would like you to imagine your business as an iceberg. What is visible, what your customers get to see and understand, is like the area above the waterline: only a tiny proportion.
And under the water lies the remainder: the cogs and wheels, the inner workings, the nitty-gritty, what your business is really like. Packed full of examples, stories, good news, new ideas, all the things your website hasn’t the room to include.
And so it shouldn’t: a ‘brochure style’ like website should not be cluttered with all this extra stuff. In today’s busy world people haven’t the time and inclination to sit and read loads of text and description, they need quick-fire facts and figures, features and benefits, to show the appropriate impression of your business. In fact, each webpage has just three seconds to get their message across…
So how can you communicate the ‘other bits that we do?’ How do you invite customers below the waterline to view the remainder of your business?
The answer is: a blog.
Imagine somewhere that could archive additional relevant information about your company.
A medium that can be regularly updated with the latest news, stories, testimonials, special offers, new ventures or whatever.
Another space on the net that can be edited without a webmaster, so anyone can easily make regular contributions.
Like an on-line newspaper (or diary if you wish), a blog provides continuous material for its readers, both present and past. This also contributes to search engine optimisation, assisted by links to your website, to and from commenters providing feedback, and to other resource material – in fact, the key is to get as many links included as possible.
And don’t forget that spiders visit blogs far more frequently than websites.
Don’t just create your blog and neglect it. Use RSS (really simple syndication) to feed into other locations on the net, such as social networking sites, search engine reader pages, Twitter (which feed into Facebook and other similar sites), and application widgets that provide links of past and present posts on your and other websites/blogs. All valuable towards attracting a passing audience as well as keeping your existing followers informed.