Integrated Marketing expert, Lori Jones, is obsessed with the outcome of every program her company, Avocet Communications, creates. I&I provides insight on how you can ignite your sales through integrated marketing, advertising, public relations, social, and digital story telling. We hope these posts make you think, spark some “aha!” moments, and illustrate just how important a truly integrated communications strategy – and a solid, inspired brand presence – is to success and longevity.
Marketing
October 6, 2015

3 Reasons a Blog is Critical to Your Overall Marketing Strategy

Perhaps one of the most time-intensive components of an integrated business marketing strategy is maintaining a quality blog.  Given all other priorities, some may wonder if there is even value in having a blog at all – after all, the blog is just giving away information for free, not selling any product or service.  Social media outlets such as Twitter, Facebook, Pinterest, and LinkedIn also provide marketing value and are all so much faster and easier to maintain. Blogging takes time and energy, and does anyone really care about what you have to say anyway?

In fact, they do.  Blogging continues to be a cornerstone of a successful integrated marketing strategy, complementing other social media channels, television/radio marketing, and offline print media that target your niche demographic.  Following are three reasons why your niche business blog should not fall to the wayside, even when other channels are also utilized:

Drive Traffic to Website

Think about how likely it is that someone is searching online for the answer to a real-world question vs. your brand specifically.  Chances are, potential consumers are looking to resolve a problem instead of searching for a specific business to help them.  This is where your blog comes in.  Answers abound in a quality blog – and they’re all related to your specialty!  So when someone is searching for an answer and finds it within your blog, you have immediately created credibility and conveniently landed the potential customer directly on your site (or an extension thereof).  Instead of SEO being limited to just verbiage around services that you offer, the sky is the limit as you can publish as many SEO-filled blog posts as desired.

Additionally, your blog posts can then become the foundation for other social media activities, like sharing posts on Twitter, Facebook, or LinkedIn – or even your more traditional print and media advertising.  They help you set the tone and theme for your other online and offline marketing channels, so that you can demonstrate a consistent message across all platforms to reach the widest audience.

Develop Authority and Trust

As you build up a volume of blog content that is informational, interesting, and valuable, you will begin to position yourself as an authority on your topic.  When coupled with additional marketing channels, this develops optimal trust in your niche demographic, helping to ensure that you are one of the first brands considered in your specific industry.  Readers will come back time and time again, and will share the information you’re providing with others.  This allows all channels of your integrated marketing strategy to reach a primed audience who already respects and appreciates what you do.

Personalize Brand

Blogging is a great way to humanize your brand.  People are hardwired to connect with other people – and a blog allows you to do that.  Incorporate your personality and style into your blog.  Engage readers: ask questions, broach hot topics, and develop an online community.  This will connect you to your readers who will begin to think of you as a real person instead of simply a money-making business.  As salespeople will attest, customers buy from people over companies.  A strong blog helps to make you relatable to others.

For these and a variety of other reasons, blogs remain critical to a comprehensive integrated business marketing strategy.  Managed correctly and in combination with other online and offline marketing channels, blogs will help to increase search engine rankings, engage and retain potential customers, and ultimately result in increased business profitability.  To learn more, please Lori Jones today!

About this author

Lori Jones

President & CEO - Avocet Communications. Increasing Customer Acquisition Through Integrated Marketing Communications

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HubSpot’s 2015 State of Inbound Marketing Survey offers marketers some valuable insight into how the industry...
 
When was the last time your business held a meeting to...
 
The marketing world of today is much more complicated than the...
 
Successful digital marketing requires an integrated approach in order to be...
 
In small businesses, marketing plan development can make or break you. It is important...
 
Integrated marketing communication is a strategic marketing effort that has rapidly...
 
There is no shortage of marketing channels, online or off. But...
 
Perhaps one of the most time-intensive components of an integrated business...
 
As a small business, your success hinges on getting the word...
 
One of the most important strategies to integrate into your communications...
 
Public Relations, specifically media relations – that sought after, extremely important...
 
If you’re a start-up, your entrepreneurial plate is full. It’s fun,...
 
In today’s online world, the face of marketing is constantly changing....
 
Picture a chair in your mind. Now, imagine that all four...
 
In the agency world a large portion of your job is...
 
Yes, content is still king, but there are so many kingdoms...
 
We field many questions regarding the differences between customer segmentation and...
 
Ironically, this blog is about blogging. Many of you may be...
 
Most companies develop their marketing plans starting with the normal research,...
 
Have you sat on a bus recently or jumped on an...
 
Most of us have heard the phrase “content is king”, but...
 
Here are some highlights I wanted to share from the SMMW14...
 
Within the last couple years Facebook ads have taken off.  As...
 
In a role where I am consistently in need creativity, I...
 
Traditional or online, the most successful marketing entails every aspect of...
 
When you think of social media what comes to mind? Photos,...
 
1. Focus On Profit Margins Are you focused on selling products...
 
60 Second Read The fact is that you don’t need to...
 
Can LinkedIn be an effective lead generator for your business? In...
 
• One of the most difficult things for companies to do...
 
Our friends at  eMarketer  just published a handy infographic dubbed  US Digital Media Usage: A Snapshot of 2013 .  Today,...
 
We had the pleasure of recently attending the  BOLO 2012  conference this year...
 
“Don’t be afraid to give up the good to go for...
 
We all know that profitable businesses are built on customers –...
 
Providing the right content at the right time in the right...
 
Pinterest…it’s an image sharing service yet so much more and it...
 
• In 1999, The Cluetrain Manifesto documented what businesses would have...
 
• With recent reports stating that there will soon be more...
 
How do you get your message to stand out and resonate...
 
• After its poor IPO showing and with a need to...
 
• Over the past three months, Google has been refining its...
 
The  Avocet  team had the opportunity to participate in  Arc Thrift Stores  charity golf outing...
 
In today’s complex marketing landscape, it is increasingly difficult to capture...
 
• Believe it or not, the year is half over. Now’s...
 
Savvy marketers are constantly challenged with creating engaging content that resonates...
 
The New Orleans Times-Picayune announced that it is ceasing daily publication...
 
• In all business categories, the defining decision a customer or...
 
Consumers’ use of QR Codes is growing in popularity, up 157percent...
 
It can be terribly confusing – so many social media platforms....
 
The Facebook IPO rollout, hyped to be a huge success, turned...
 
• The late night master’s trademark can be used a great...
 
• Pinterest, the image-based social media network, is riding a wave...
 
Here is a great article from  Search Engine Land  that gives some great advice...
 
Here is a link to the new  video  produced by Bing that...
 
Recently, we came across a great  article  addressing how up to 94%...
 
July 2010 – Special Summer Issue: Cracking The Marketing Code Estimated...
 
June 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
 
May 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
 
April 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
 
March 2010 – Estimated Reading Time: 60 Seconds 60 Second Articles:...
As marketers, our job is to conceive of and deploy strategies...