So, those who need to market wonder: Are we wasting our time blogging? After all, we can get extensive exposure on LinkedIn Updates, Twitter and Facebooks ads and Live.
The answer is: That depends.
You may be selling a complex service such as management consulting. As a long form medium, the blog allows you to present your thought leadership.
Or you might be a communications expert like myself. My three syndicated blogs (the other two are here and here) act as my online portfolio. Yes, they do bring in new business. That's from two sources. One is when prospects stop by my blogs to check out what I am all about. And, two, the posts get noticed when they rank high on search engines.
On the other hand, you may be running a restaurant and need to get those 22 tables filled every night. Blogging could be useful if you invest the imagination for creative postings. But your marketing resources probably are better invested in your website and Facebook postings, ads and Live.
Or suppose you are a small law firm. Like Carter Mario personal injury firm in New England, your best bet might be socking funds into advertising both online and out there on television, billboards and wrap-around ads on transportation vehicles. Carter Mario went from one office to regional.
Even if blogging is effective in business development, it is not enough. Not for branding. And not for getting prospects to respond to that Call To Action. The marketplace in just about every category of business has become too cluttered. Yes, we have to be there in so many other ways.
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