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MUMAU WEB MARKETING • WEB SITE DESIGN AND DEVELOPMENT

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Mumau Web Marketing often describes blogging as the topic of one of the first chapters in the still-being-drafted text book we would dub Web Marketing 101 (it seems new chapters in that imaginary tome are written every day).

Yet, when the intent of a web site is to churn sales, little else can be as cost-effective as simply sharing your enthusiasm for your company’s products and services with those who are most in need.

Often when we suggest to clients that blogging on their sites will help add value to their web marketing efforts, our clients’ understandable reactions are a series of questions.

What would we write about? Who would read this thing? Who’s going to do the writing? Doesn’t that seem like a lot of work? What if we can’t keep up with it?

The answers to these questions are nuanced and many. The gain to be had of a using blog as a marketing tactic, however, is singular: to draw in an audience compelled by the ideas, information and vision you and your company has for the world.

The technical aspects of what make a blog work are complicated and cumbersome: Let a company like Mumau Web Marketing take care of those. But the big-picture creative and marketing aspects of a blog should be easy, fun and obvious, rooted in the very heart of what makes your company tick.

Certainly, coming up with new, consistent content for a blog (and consistency is the key to keeping a captive reading audience, as any regularly published newspaper will tell you), is no small task. Rather than looking at a potential blog article as a hole to fill or a chore to complete, take a few minutes to ponder, “If I had a potential client’s undivided attention for 5 to 10 minutes, what would I want say to them?”

Any of us who are in business can certainly think of a few things we’d like to level with our clients about in a productive way. Use your blog as a tactful opportunity to speak to your clients’ concerns, to educate them about the value of your services, to inspire them to endeavor beyond the mundane day-to-day grind of the working world, to believe in what you do and to convince them that you’re the company for the job.

A blog can give a company an opportunity to go beyond sales pitches . In fact the most successful company blogs are those with the goal of providing genuinely useful information to their clients. The reasoning can be demonstrated through a simple comparison of magazines to web sites.

Readers casually browse through magazines in bed at night or on the commute to work or on the beach on the weekend in a state of mind where the occasional occurrence of a print ad bothers few, and perhaps even entertains some. Web viewers, on the other hand, poignantly attack the internet through search engines and other gateways for specific information they need and abhor annoying advertisements that in any way block their access of the information they need (surely we’ve all complained a bit about pop-up and others kinds of pesky internet advertising).

If you conceive of your web marketing efforts as a way to supplement, rather than stand in the way of, your clients’ pursuit of real, useful knowledge, you’ll move much further toward your company’s goal of convincing your clients that you are a reliable authority on the products and services you sell every day.

Blog readership will follow naturally from that basis, even regardless of search engine optimization and other secondary methods of attracting readers (i.e. potential customers) to your site. The goal of a blog, or of any web content for that matter, should not be to “trick” Google into thinking your site has value to readers, rather to actually have value to readers. Believe it or not Google knows the difference, and it doesn’t like being duped.

It’s no small addendum that blog writing on your company’s web site is a time-intensive task. It does require the skill of someone who at least has a bit of a knack for the written language, and that the person can follow through with the task of writing articles of interest to the clients you hope to attract to your business. Yet still, companies like Mumau Web Marketing are willing to take some of the burden of those tasks out of your hands if you’re in a position where every man-hour amongst your staff is of the essence.

The potential results of putting in even a minor amount of effort will be evident in time in a consistent, hungry, eager readership of your web site, where readers will at the same have the opportunity to learn more about what you do.