Why Your Company Blog Makes A Great Online Publicity Tool
Writing by Nick Stamoulis on Monday, 2 of July , 2007 at 7:14 pm
The social sites that are actually going to flourish and profit from product recommendations are going to have to spend a lot of resources on maintaining a high level of credibility.
The social sites that are actually going to flourish and profit from product recommendations are going to have to spend a lot of resources on maintaining a high level of credibility.
That’s saying a lot. If social sites continue to grow in popularity then you would think that their credibility would get better, but it makes sense that their popularity would attract a lot of spam. Social sites will then have to figure out how to control the spam. The above conclusion is based on a study conducted by Jupiter Research:
About 53% of online shoppers go directly to a retail website to buy while 3% go to blogs first. That means that if you want to use user generated content to sell your products, you had best find a way to incorporate it directly into your retail site.
We already know that most online shoppers go online to look for something to buy then drive to a nearby retail store to make the purchase. So now we see that 53% of them go straight to a retail website as opposed to a blog or social site. That’s a significant statement since more and more people are starting blogs. Does that mean blogs don’t make good sales tools? Don’t bet on it. You can actually use your blog to drive traffic to your retail website. Since your retail site consists largely of static pages that don’t change much, your blog consists of fresh content that is updated daily. It is likely that customers will find your blog before they find your retail site. Then, if they like what they see on your blog they will visit your webite, but you’ll have to attract their attention first. If they don’t like your blog they will likely not bother with your website and they’ll go somewhere else.
That makes a company blog one of the best publicity tools online. When your customers go online to shop for their next gadget, you want them to find you. You increase your chances of that happening with a company blog and it won’t be long before businesses that don’t have blogs won’t be found at all.
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Category: Online Publicity
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