Having a strong web presence is a vital component of running a successful business in the world we live in. Depending on your industry, you may do more business online than off. Ensuring that you have more than enough quality information out there is important. It’s also incredibly essential to make sure that you are contributing something more than just a static website with your contact info and a brief description of your services. To really compete in the online space, you need to be consistently publishing quality content via your business blog, as well as engaging regularly with your fans and followers on your social media sites. But which is more important, blogging or social media? Let us help you find the answer for your business.
Quality content is the best thing that you can offer to online consumers. No matter where they are in the buying process, informative articles relating to your products, services, and industry are of value to those who are, or will eventually be, in need of what your business provides. Doing research on your target buyers to determine what exactly they are searching for when they go online is the first step you should take. In doing this you will know what type of content you should provide.
The number one thing your content should do is answer your target consumer’s questions. Whether the question is how to determine who is the best in your industry or what type of product they need to fix an issue, you need to be there when they search for that info with a ready answer. The best way to do this is by developing a robust library of content on your blog. That way no matter what the consumer is searching for, they will find a related article in your archives.
Blog content is also beneficial in your Search Engine Optimization (SEO) efforts. When you create content that includes the search terms that your target buyers are searching for, your blog will begin to rise higher and higher in the search engines for those keywords. There are many ways that you can use SEO to your benefit when it comes to blogging, from including targeted keywords in the body of your content, in the alt tags, in your titles, and even in the URL of individual blog posts.
On the other hand, social media is an incredibly valuable tool for your business when used correctly. Your social media sites allow your past, present, and future consumers to get to know your brand on a deeper level. Social media adds a human element to the mix. Where in the past a user would have found your static website with your business and contact info, and probably not much else, today they find social sites where you have (hopefully) been engaging with your customers one on one. This allows the user to feel as if there is a real, live person on the other end of the computer screen.
Social media is an excellent way to build relationships and learn from your customers. There is no better place to ask for feedback, both positive and negative, than on your social sites. Facebook is a great place to post any polls or questions for your fans to answer – if you’re thinking about adding a new product, are curious if consumers are impressed with your customer service, or simply want to know how good of a job people think you are doing, your Facebook fan page is a great place to ask.
Social media also allows you to add your own voice to the chatter. People are going to be talking about your business online, that fact is inevitable. By jumping in to social media and joining the conversation, you are there to offer thanks for any positive feedback you hear, and to offer an apology or explanation for anything negative. You’re no longer simply sitting back and watching a discussion about your brand, and you no longer have to wait to send out a press release in response to rumors or announcements. Social media allows you to take things into your own hands, and there is most certainly benefit in that.
So, when it comes down to the question of whether blogging or social media is more important, there really is no simple answer. They both are incredibly valuable to your online marketing efforts, and without one or the other your business is sure to suffer. The bottom line is, placing equal merit in both blogging and social media is a great way to find online success for your company. To read more on this topic, download our free eBook "Blogging for Business".