Tonight I had the pleasure of speaking to an inaugural event of Techmakers, the first industry-specific branch of Rainmakers. Having lived in Indianapolis for 7 years and slowly making the rounds of the technology sector, it was great to see this take shape.
I did a skit tonight and think it worked quite well. Doug Theis sat down with me on Friday after I shared the idea and we hammered out the script together. The skit was about a fictitious company seeking IT resources to help fix an Exchange issue. We pretended that the company sought help – first on Facebook, then LinkedIn, then Twitter and ultimately on a corporate web site.
Each visit to one of these mediums is met with disaster. Even the corporate web site, a referral, was full of marketing speak – with no content covering support of IT Exchange consulting nor any effective means of getting in contact with the company. Each response was fabulously over-reacted with the help of Lorraine Ball and Doug Theis.
The conclusion of the skit was simply me speaking to the relevant results that Google supplies, the intent of the visitor, as well as the percentage of use. People who visit Facebook do not intend to purchase, but someone searching for a product or service does have the intent. 90% of people now incorporate search into their daily Internet activities – Facebook, Twitter, LinkedIn, etc. combined are less than 4%.
The fact is that companies who wish to effectively get leads inbound must utilize some kind of Search Engine Marketing strategy (or multiple). Blogging for SEO is an incredibly powerful tool for acquiring leads.
- Blogs that are properly search engine optimized. Unlimited reach with great content that is ongoing – as long as you’re writing great content, you’ll be found.
- Websites that are properly search engine optimized. Limited to the size of the site and keywords optimized, SEO website is often a lost one-time event.
- Sites with optimized landing page strategies. This is a very effective strategy but costly in development and SEO practices.
- Pay-per-click. This is also effective, but limited to the exact keywords you pay for and the 5% to 15% of clicks on the Search Engine Results Page (SERP).
Ultimately, I believe blogging is a great tactic given the ability of the company to produce content. As well, blogs have the added advantage of RSS, allowing you to publish in those other technologies – Facebook, LinkedIn, Twitter (with Twitterfeed), and even aggregation into a website.
Search Google for your products or services (and location if applicable). Do you show up in those results? You should! You should be in this search engine results page.