Business Magazine

For a Services Business, a Blog Trumps a Website

Posted on the 27 April 2011 by Martin Zwilling @StartupPro

blog-apprenticeBlogging has come a long way in the past few years, from a social release for narcissists, to today’s required vehicle for promoting your consulting business and gaining valuable online exposure. Even with product businesses, it’s the ultimate way to build your brand credibility, bring in customer leads, and get feedback from your target market.

Let me be clear – a product or consulting startup today without a blog, even with a static website, risks not being competitive in cost and time to reach and hold that critical mass of online customers. If you can’t justify both a web site and a blog, skip the old-fashioned web site, and make your blog do double duty as described below.

The challenge, as with all new technologies, is to make it work effectively, and avoid wasted effort and expensive mistakes. Here are some tips I’ve gleaned from experience:

  • Lead with your blog. You should start blogging about your business before you have a product, to test interest and establish your credibility. Several free blog platforms, like WordPress, are so flexible that you can configure them as a website, as well as your blog, without separate hosting.
  • Add content regularly. Every business wants their web site to appear on the first page of search engine results from a relevant search (Search Engine Optimization). Blogs help because sites that update data frequently get higher SEO rankings. When you post to a blog multiple times each week, you content is constantly changing and growing.
  • Anchor the blog in your domain name. If you do have a separate web domain name, like ‘www.domainname.com’, then your blog name should be the domain name suffix ‘/blog’ or ‘blog.domainname.com’. Otherwise, your blog content will be indexed separately from your web site content, resulting in a lower overall Google rank.
  • Conversational style. Search the Internet for blogs in your industry and do a little research before you start. Studying other people’s blogs will help you identify what you like and don’t like, and how you want yours to look and feel. An informal writing style is generally recommended.
  • Add outgoing links. For example, if you mention an article you read in XYZ magazine, make sure to include a hyperlink to the article. Your readers will appreciate the option to view the sites you reference, and having links pointing to other sites will further improve your search engine rankings.
  • Create incoming links. Promote your blog by including your blog link in your e-mail signature, on your website, in social networking profiles, and by providing signed comments to other blogs on a daily basis. You should also submit your blog name to directories such as BlogCatalog and Technorati.
  • Leverage blog content. It doesn’t take long to build up a sizable amount of blog content. You can repurpose your posts into articles, books and reports. Many bloggers have found publishing success and Google ads revenue from the blog to be a substantial source of revenue to bolster their mainline business.

Finally, if you don’t have the time, energy, or skills to write a blog, it may be a good investment to hire a ghost writer, or hand the job over to your marketing executive. Don’t be shy, I don’t know many CEOs today that write their own speeches and marketing materials. Focus on what you do best, and let professionals do the rest for you.


You Might Also Like :

Back to Featured Articles on Logo Paperblog

These articles might interest you :

  • Go Grow Glow!

    Grow Glow!

    The yuccas in the second raised bed are enjoying the summer and growing away nicely, except for one that is... The Yucca rostrata right in the middle of this be... Read more

    16 hours, 50 minutes ago by   Alternativeeden
    DESTINATIONS, GARDENING
  • Recap: Mamby on the Beach a Breath of Fresh Lakeshore Air

    Recap: Mamby Beach Breath Fresh Lakeshore

    Chicago in the summertime is truly the best of many worlds. You’ve got a fine, world-class city made of beautiful, steel structures, gorgeous parks... Read more

    The 27 June 2017 by   Urbanmatter Chicago
    TRAVEL
  • Book Review: Why Are There Differences in the Gospels?

    Book Review: There Differences Gospels?

    The full title of this wonderful book is Why Are There Differences in the Gospels?: What We Can Learn from Ancient Biography (Oxford University Press, 2016). Th... Read more

    The 27 June 2017 by   Mmcgee
    PHILOSOPHY, RELIGION, SPIRITUALITY
  • Video: The Lofoten Islands of Norway

    Remote and wild, the Lofoten Islands in Norway are a gateway to the Arctic. In this video we travel to this incredible place that is seldom visited by outsiders... Read more

    The 27 June 2017 by   Kungfujedi
    OUTDOORS
  • Ottawa Dragon Boat Festival 2017

    Ottawa Dragon Boat Festival 2017

    In it’s 35th year, the Ottawa Dragon Boat festival is an attraction for outdoor music revellers, beach enthusiasts and competitive dragonboat racers. Read more

    The 27 June 2017 by   Hendrik Pape
    ENTERTAINMENT, MEDIA, MUSIC
  • Dirty Dancing (UK Tour) Review

    Dirty Dancing Tour) Review

    Cast Lewis Griffiths – Johnny Castle Katie Eccles – Frances ‘Baby’ Houseman Carlie Milner – Penny Johnson Julian Harries – Dr. Read more

    The 27 June 2017 by   Caz
    ENTERTAINMENT, MOVIES
  • July 4th: Our Independence & A Whole Lot More

    July 4th: Independence Whole More

    Trivia will be happening this Wednesday night, June 28th at 8:30 PM, with "July 4th Trivia" as the Special Category. It will be seven questions about events tha... Read more

    The 27 June 2017 by   Theomnipotentq
    BASEBALL, SPORTS

Magazines