Business Blogs and Beyond

In 2005, Business Week premiered one of the defining articles for business owners and their place online. “Blogs Will Change Your Business” was the title, and the article made many waves in the industry as one of the first from mainstream media to truly acknowledge the power and impact of blogging on business. Since then, thousands of articles in thousands of publications have showcased how the evolution of media and the web has made a fundamental impact on how we do business, not just online, but in virtually every corner of our culture.

The original article had a realistic and objective view of how a business could benefit from a blog. From creating an online identity and building credibility, to market testing and customer interaction, business blogs served more purposes than could be covered in one article. Business Week also stressed the importance of clearing away the clutter - although the numbers for this kind of media were staggering, not everything was worth reading. It was vital to have something to say, to entice and captivate readers while at the same time encourage interaction and feedback. Along with this realistic approach, the article highlighted industry mavericks and major corporations who had jumped on the blogging wagon and what kind of response they’d received. Certainly the movement behind this new tool of communication was broad, but where would it go?

Fast-forward three years later, and the landscape has changed significantly. Business blogs are no longer a tool of the cutting edge business owner or marketing department, they are now a prerequisite for success. Social Media takes off in the form of social bookmarking sites like del.icio.us and Digg, social networking giants like MySpace and Facebook command millions in marketing power, and wikis and micro-blogging phenomenons like Twitter re-shape how we communicate in and outside of the workplace. It’s a wild new world, and Business Week looks to update their original article to encompass this new business model. Although a little outdated, the original article ranked very well under popular keywords in search engines, had been linked to many times, and even was part of the core teaching curriculum in college business classes. To ensure they were up to date, business week enlisted the help of the blogging community to help re-write the original article and bring it current. The new article, “How Social Media Will Change Your Business,” is basically a new version of the original article. It succeeds in addressing the new power of Social Media that dominates today’s online culture, and reports some interesting statistics:

• In 2005, Technorati (a blog search engine) followed 9 million blogs. Today, the number is 112 million and growing.
• These days, 24.8% of adults read a blog at least once a month.
• Currently, there are 120,000 new blogs created every day.
• Of 150 of the world’s top bloggers, the top 10% earn on average $50,000 per month from their blogs.

Business blogs and social media have become the mainstream, and there isn’t the kind of bubble around blogging that could burst. Evidence of the acceptance of blogs go all the way to the top of Corporate America, where people like Bob Lutz, the vice-chairman of General Motors has a blog, appropriately named Fastlane. Where will the next wave of online culture lead us? Web 3.0 is just beginning to gain steam as the new model is once again re-written, but it’s just another level. Business blogs, social media and the changes that go along with these marketing fundamentals will be constants for a long time to come and continue to build the foundation for how we’ll do business in the future.

Creating External Links for Exposure and Credibility

When it comes to gaining search engine exposure, the amount and value of the incoming links to your website is a determining factor when you’re measured against your competitors. We all know that search engines use this statistic as part of their ranking algorithm, most notably so with Google and its infamous PageRank Technology, which measures the importance of your web page based largely on certain linking criteria. But often ignored is the second benefit of these external links, company credibility. It’s obvious both exposure and credibility are important to the success of an online business, so let’s explore some of the why, where and how to create these external links.

External links have long been sought after from website marketers. Before the techniques we use today were developed, online business owners would routinely trade links with other websites in hopes of achieving greater ranking in the engines. Software, directories and forums were developed that specialized in these link exchanges, touting the benefits of joining their program and connecting websites. Although still in practice today, it was quickly discovered that these link exchange programs didn’t benefit a website in terms of traffic or ranking as much as it was thought. The engines had updated their algorithms to devalue the practice, noting the little value to the internet community these programs provided. So what next? Linking was still a fundamental practice, but now had to be earned. The solution? Get listed in relevant directories for your industry and location, exchange links with high value sites, start social media campaigns that include social bookmarking, and finally, create valuable content - encourage other website owners to link to your site based on the fact that users would like that information. Basically, practice quality linking that the engines had originally intended.

There’s more to the formula than just ranking. An experienced marketer or business owner will be the first to comment that exposure and ranking is not enough to start the potential for commerce, a business needs an identity that will convey credibility, reliability and trustworthiness. Otherwise, the choices out there make it easy for the consumer to move on if they aren’t satisfied that their money will be well-spent. Linking certainly falls into this category, in that research done on a company should reveal and instill the kind of confidence a buyer needs to feel good about that purchase, and finding the company in question to be transparent definitely helps. Directories and the like are great examples of places a business should include when developing this identity. In addition to external linking, it’s important to establish a comprehensive online presence. This includes managing a social media campaign, utilizing a business blog and press release,  essentially ensuring you’re everywhere that potential customer may be looking.

Where do we start? Take a look at some examples below of where iePlexus is listed to get an idea. The majority of these sites are directories or similar, basically large, editable sites that allow input of company data by the owner for listing purposes.

AboutUs.org for iePlexus.com	CrunchBase for iePlexus	HotFrog for iePlexus
Zimbio for iePlexus	Nomao for iePlexus	InLocal.com for iePlexus
Ziipa for iePlexus	Compete for iePlexus.com	Alexa for iePlexus.com

For more information on building exposure and credibility by utilizing techniques like external linking and Web 2.0 marketing, visit iePlexus.com.

“Before iePlexus my website was dragging along…”

Before joining iePlexus my website was just dragging along, not making any money.  Because of their coaching and blog creation, the website is now turning a profit.  I had revenue in the 1st 3 months with them, greater then all of last year….and it continues to grow.  I am close to opening a second site with them.  They will show you how to take full advantage of your keywords and guide you to successful blog writing.  I am very happy with the work that they have done for me. I can fully recommend their service.

Regards,

Mike Worthley
www.helpyourautisticchild.com
www.helpyourautisticchildblog.com

I am really happy with iePlexus. Everyone has been very helpful. Thanks again.

Barbara
www.mypetpleasures.com
www.uniquepetproductsblog.com

Recommended: Google Advertising Services

Website owners have a variety of programs that they can take advantage of to increase their online revenue and drive additional traffic to their site. The most popular of these is through Google, utilizing their two basic advertising services Google AdSense and Google AdWords. Both of these provide excellent opportunities to take advantage of Google’s huge advertising network for positive online results.

Google AdSense: In terms of simplicity, integration and control, no online advertising program rivals Google’s AdSense program. Essentially, Google AdSense provides website owners with the ability to place relevant ads on their sites and earn revenue when the visitors to their site click on one of the ads. Google AdSense is free for website owners upon approval from Google and is easy to setup and customize.

Once a website owner becomes an AdSense publisher, implementing the ads is a simple procedure where a block of html is copied and pasted into the website. Once completed, relevant targeted ads start showing up on the website and are ready to start making the publisher money. The best thing about Google AdSense is the extent of the advertiser network that is available to publishers. There are ads available for every type of business imaginable, from major companies to small local businesses and everything in between. The publisher has a good deal of control over which ads are displayed on their site, including filters for competing and inappropriate ads. AdSense publishers also have the ability to customize the look of the ads to ensure they integrate well into the overall design and feel of their website. One of the best ways to utilize Google AdSense is on an information based website, like a business blog. Because the blog isn’t directly trying to sell products online, AdSense provides a method for converting visitors to revenue.

Google AdWords: All website owners know that driving relevant, targeted traffic to their site is at the core of any successful online business. This traffic has a better chance of converting and providing a higher return on investment (ROI). The Google AdWords program allows website owners to target their traffic through Google’s extensive advertising network, including ads on search engine result pages as well as relevant websites participating in the AdSense program. At the root of the AdWords program is an auction-based bidding system that allows advertisers to keep costs at a minimum and focus their campaign on specific keywords.

To start an Adwords campaign, the advertiser must first setup a Google AdWords account, write their brief advertisement, and decide on what kind of keyword phrases they’d like users to be researching when their ad is displayed. Once selected, the advertiser will decide how much they’d like to pay for every time their ad is clicked or their cost for a certain number of ad impressions. When the campaign is active, Google will display the ads on the right side of search engine result pages that appear after specific searches are performed or on relevant websites that have been pre-approved for the AdSense program. The more advertisers are willing to pay, the higher their ads are displayed in search results and the more traffic they subsequently receive. Advertisers will only pay when a user visits their website.

It’s important to remember that being specific with keyword choices will be much more beneficial in an AdWords campaign. For example, if a website sells electronics, it’s more beneficial to bring in a user who is searching for a specific brand or model than someone just searching for “electronics”. The former will be less frequent but more likely to be a potential buyer. Google AdWords can be an excellent way to supplement website traffic and see immediate results while waiting for other marketing campaigns to show results.

To learn more or sign up for either Google AdSense or Google AdWords, click the boxes on the top right side of the page.

“Thank you iePlexus for the excellent training videos.”

Just wanted to say thank you iePlexus for the excellent training videos.  I just found out about them and have watched two tonight and feel more confident in what I am to do.  My only regret - I was not informed about these when I first began with your company!  Keep up the good work.  Looking forward to making some money!

Annette
www.perfectfoampillows.com
www.memoryfoampillowblog.com

Hello iePlexus,

As I was sitting here at my computer, I recalled it was a week ago you took the time to enlighten me on the most effective plan for optimizing my website. I just wanted to say THANK YOU for helping me move my website into the right direction. So far, everything is going as expected as it relates to the follow-up from the “Tech Crew”. I am very excited about the Blog idea!

Thanks again,

Shasme’ Jones
www.wheelchairsabound.com
www.electricmobilityscootersblog.com

Hi iePlexus,

Things are happening! Also got another sale and a couple of inquiries wanting to link to my site. Thanks for your help.

Jill Moyer
www.barkingmart.com
www.myfetchingfido.com

iePlexus,

You certainly do have my permission to publish the press release. In the email that I lost, I complimented your skills and expertise in taking lame words and polishing them to make them more reader friendly.  You did a fantastic job!

Regards,

Norma
www.averonsweddingbliss.com
www.discountweddingsuppliesblog.com

Marketing Basics: The Online Press Release

Think a press release is an outdated, “old media” approach to marketing? Think again.

There’s countless studies and articles highlighting the benefits of a press release for online businesses. From generating traffic, inbound links and business or product buzz, to getting positive press and top billing on search results, the new online marketing standards certainly include press releases as a vital and important component for better exposure. But it isn’t as simple as writing a release and sending it off; there are many factors when it comes to effectively using a press release to market your business. Here’s some things to consider to ensure you’re getting the most out of a press release and why you should have done one yesterday:

1. Good writing - it’s in there.
Your press release is only as good as its content. Don’t be fooled into thinking you can take a look at some samples online and put together a blockbuster press release for your business. There are industry experts for a reason; a well-written press release will draw more attention, generate more traffic, and put a professional shine on your business that will scream “do business with me!” Press releases can get rejected or find the trash very easily, so make sure your release will catch the readers interest quickly and meet all the industry standards, or don’t expect much of a response.

2. Optimization is not an option.
Your press release must be optimized for search engines, news sites and online media. Not optimizing your release is like making a fantastic bottle of wine and super-gluing the cork in. Every online extension of your business should be optimized these days to get the best potential exposure, including your website, press release, business blog, articles, social media advertising and links. With optimization comes an easier road for your customers to find you, so swing that door wide open.

3. Distribute. Everywhere.
Distribution of your press release is just as important as content or optimization - once you’ve had the masterpiece created, it’s time to unveil. Distribution is a numbers game; the more avenues of publication available to your release, the better chance of discovery, syndication and popularity. Again, don’t fall victim to the “free press release” services - typically they’ll only submit your release to a limited number of sources, stiffeling its potential to both engines and readers. Professional services are the best bet, reaching all major publications and opt-in freelance journalists through RSS, email and the like.

Stats for Press Releases:
The potential benefit from a well-done press releases is pretty incredible. It can build your brand, generate link popularity, increase company credibility and be a great source of immediate traffic and business, among other things. Let’s look at some sample stats so we can get a snapshot of the potential effect this simple marketing practice can deliver (keep in mind that this is one experiment - results vary from market to market and depend on many variables).

Stats taken from marketingexperiments.com “Press Release Tested“

9 press releases issued over a period of time generated:

• 5442 direct visitors, an average of over 600 visitors per press release (distribution limited to a single state, and an average of 530 distribution editors per release).
• A five-fold increase in the number of direct incoming links to the website, 1250 links to 12,500 links (over a six-month period).
• 14 interviews with media reps, resulting in additional traffic and links.
• On average, traffic that was 38.9% less expensive than comparable traffic from a PPC campaign.
• A CPC (cost per click) much lower than the relevant targeted keywords in Google.

In summary, this example shows the vast reach and benefit of online press releases, even when they’re distributed on a small scale. Some of the professional press release services average 10,000-20,000 distribution points these days, so keep that in mind when viewing the numbers. The bottom line is that every piece of expert advice and research available online points to the fact that press releases are a valuable practice for an online business, and done correctly, can greatly increase multiple areas of exposure. The question is, have you done a press release for your business?

Here’s more information on press release services for online businesses.