Communities Looking for an Online Home
Some products have a natural born audience, a sub-culture of enthusiasts who have formed associations centered around the use of that product.
By way of example,if you sell motorcycles,sports cars, boats,skis,hiking equipment,fishing gear, or bicycles, you have an enthused and active community of your product’s users just waiting for a new place to congregate online.
Yet, many small business that sell such products have not used their websites to give their community of buyers an online home. Blog marketing tools exist to capture and serve these very communities.
Allow me to demonstrate with an example from my hometown. Cincinnati has a growing population of biking enthusiasts. Being an enthused convert from my sedentary ways, I’m now a zealous biker, hungry for product and news.
Conducting a search for “biking Cincinnati”, the first twenty results failed to yield the website of the primary retailer in town, however, I did find his customer base because local biking clubs constituted the bulk of my search returns.
Trying again, I typed in “buy bike Cincinnati”, and there he was, the fourth result after Amazon and the classifieds. We’ll just skip right over the fact that his inadequate search rankings indicates a lack of effective search engine optimization and focus on the fact that his website , though well designed and informative, had nary a blog to be found.
If ever there was a place to create a church for your customer, a blog on biking would bring the local converts simply because no other bike retailer in this town is catering to their community.Even after I buy a bike from him, a blog with an RSS feed would have me returning to his site again and again to get all of the local biking news and since I am there, I am likely to check on sales. Without a blog, I have no reason to return. With a blog, I have found my biking home online.
Tags: Blog Marketing, effective_search_engine_optimization, marketing_tools, search_engine_optimization, search_rankings