I recently wrote about how great business blog content helped one of my clients land not one but two clients over the course of a few weeks. That’s why most business owners begin blogging – they want to connect with consumers.
Connecting with consumers is the holy grail of online marketing. Each day – thousands of people head online to search for information. Many times – those searches are very, very specific. That’s where business blogs really shine – because often those really super specific search queries are made by people who are actively seeking solutions to problems – problems for which your business offers a solution.
Connecting with consumers did not begin when Facebook opened its doors to the general public. The goal of connecting with consumers was the goal of advertising agencies LONG before the first Twitter fail whale appeared on the scene.
Back in those days – it was a real challenge to make a connection with consumers. Information flowed down predictable paths which were almost literally etched in stone. You had to have pockets filled with gold to even consider charting a course down the well worn path of traditional media.
Back in those days – just as today – connecting with consumers began with an idea.
“Hey – I’ll bet THIS will really connect with our target audience!”
In those days – that “aha” moment was followed by creating a campaign which delivered that message. Sometimes it was television – sometimes it was print – other times it was direct mail – but in every case the journey to making a connection began by opening up your business checkbook and writing more than a few checks. Production of your marketing message was only the beginning – because once the marketing message was produced it then had to be DELIVERED via your chosen media.
With all of this upfront expense – you had to be pretty confident that your “aha” moment – or the “aha” moment provided by your agency – would TRULY connect with consumers.
Even today – companies are still stumbling across such “aha” moments and connecting with consumers via traditional media. From the All State’s Mayhem guy – to the Old Spice guy – traditional media campaigns are successfully making the initial connection with consumers. Social media is just an afterthought in those cases- serving to fan the flames of an already roaring fire.
It’s “easier” for big companies to make that kind of connection via traditional media simply because they have the budget for it. When a large corporation runs an ad campaign that falls flat – there isn’t the slightest possibility that it will destroy the company’s financial future. When a big company runs a campaign that flops – they simply fire their agency and hire a new one.
But if you’re an SMB – an advertising campaign that flops can mean the difference between red ink and black ink on your balance sheet. That makes it much harder to take that leap of faith and start writing checks to produce a marketing message that may or may not connect with consumers.
Which is exactly why a business blog can save the day for an SMB.
Your business blog allows you to “test” the waters economically with your marketing message. Take your message – and post it. Now take that post – and tweak it – and then post it again. I’m not saying to “re-run” the same content over and over – that would be redundant and silly. Take your message and “massage” it – shape it – try to view it from different angles.
Which is why business blogs can literally save the day for small and medium sized business owners. Business blogs give you the ability to “tweak” your marketing message before you spend a DIME on production costs. Your business blog can give you the confidence to invest in producing a television spot.
Not only can your business blog give you a heads up on which message really “connects” with consumers – it also gives you a place to “air” that spot on demand 24/7. So once your television ad has done it’s job airing on television – it can still continue to “work” by providing information on your business blog.
It’s not just television ads which can be “re-purposed” for life on the web – but virtually any ad in any media can find new life – quickly and easily – on your business blog.
Business blogs really can save the day for SMB – effectively and efficiently providing a marketing beacon for your business.