Creating value is key to an online marketing strategy. Most Web sites are sales pitches, and what’s the value in that? Some businesses look at their Web sites like they’re electronic billboards. You can do that to your Web site if you want to, but the problem with doing that is that once your potential market sees your site, there’s no reason to return. Why should they? They’ve seen it already.

On the other hand, if you use your Web site to generate value for your visitors, they will want to come back to your site. Again and again. Those return trips are what you’re looking for. It’s the consumer’s way of reaching out to your business. Which would you rather have: consumers who come looking for you, or consumers whom you’ve gone out in search of?

Making your Web site attractive and valuable to your consumers and potential consumers is a much better strategy because it puts you in a stronger competitive position. The consumer who has a relationship with your business, or perceives added value from what you have to offer will be less likely to leave your business for a competitor’s, even if your competitor offers a similar product or service at a lower price. If the consumer perceives additional value in their relationship with you, you reduce the likelihood that they will look for alternatives.

One of the best, most economical and most productive ways to create value for your audience is to add a blog to your site. It sound simple - maybe even simplistic – but it works. A blog creates a opportunity for your audience to participate in your business. It allows them to gain insight, share their own knowledge and provide valuable feedback.

Blogs also offer a built-in RSS feed, which is like a beacon for your site. It calls your audience back to your site over and over. It increases traffic to your site and reminds your audience of your value. That call-to-action is an essential part of a viable online marketing strategy. If you aren’t using a blog right now, or you think a blog for your site would offer nothing to your audience, you’re losing a major opportunity to build long-lasting consumer relationships. In today’s economy, that’s a mistake you can’t afford to make.