You’re pondering what to do with your business’ online presence and you run into the classic website or blog question. The correct answer is: you need both. If you can keep both updated and you have the capability to launch both… quit reading and get rolling. Read The Inbound Marketing book and get started. The combination of a website and blog provide the opportunity to open a conversation and close the sale. But, not everyone is ready for both, so lets take a minute to determine what you’re ready for today.
A website should be used to directly and specifically sell your product or service. Quickly, efficiently and attractively educate potential clients/customers as to why yours is better than the competition. You’re not hiding your intentions on your website. When someone comes to your website they should see or read why you and your product kick ass. For most businesses, a website is the best place to start. We’ll discuss website considerations (CMS, Flash, Dynamic, e-commerce, site content, copy, etc.) in future posts.
A blog should be used to open a conversation. You want to show your industry expertise and give potential clients/customers a reason to be repeat visitors. If you are opposed to openly discussing your business, you don’t enjoy writing, you can’t cut videos, or you have no interest in learning about SEO, a blog isn’t for you. Blogs make significantly better SEO vehicles than a static informational website, but only if you are an avid content creator following best practices. We’ll cover blog considerations (wordpress.com, wordpress.org, blogger, Tumblr, video, etc.) in future posts, but you need a compass heading before you go running down a path.
In most situations, we find that clients definitely need a website. You have to have a space on the World Wide Web for your business, and a website is a great starting point.
[Note: Please hire a professional. We’d love to work with you, but even if you don’t hire us, you will greatly benefit from an experienced company. Someone with systems, agreements, design knowledge, programming knowledge and reliable customer service that result from having been around the block a couple times is a good choice. Don’t expect to have a functional and professional site if you get your wife’s cousin, who just read a web design book, to design your website.]
Once we determine that a client needs a website, we then sit down with them and begin running through the following questions to determine if they’re ready for a blog:
- Are you an active web user?
- Do you use one or more of the following on a regular basis: Facebook, Twitter, YouTube or Linkedin?
- Are you a writer?
- Do you enjoy producing/posting videos?
- Do you have a staff to contribute content?
- Will you take the time to learn SEO basics?
- Are you willing to set aside time or stay up late every day to produce content?
- If you’re not willing to produce content, do you have the budget to pay us or someone else to produce content for you?
If the answer to most or all of these questions is no, we know a blog isn’t the right fit. If the answers are yes, it’s time to start crafting a blog plan.
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