Online presence is an integral part of business these days. Whether you are a B2B or a B2C, a large portion of your lead generation is going to come from online searches. 

These days when customers are seeking a product or service, the first search is probably going to happen online. A simple Google search will rank results according to a site's locality, web traffic and SEO. The more valuable and content-rich a site is, the better. 

When you are thinking about these searches from the perspective of a customer or client viewing your product or service for the first time, it will give you ideas about how to market yourself. Your website is essentially your online storefront, but with the capacity to display the depth of your business mission through all manners of engaging content. People will always be drawn first to the more dynamic headlines and appealing visuals. However, professionalism and quality of content is as important online as in face-to-face. A quality online experience equates to a quality product/service. Your website is all-in-one package for inbound marketing that gives an impression to the online community. Once you garner attention from people, you can find ways engage them.

One of the most effective and fluid sources for engaging people online is by hosting and maintaining a blog platform through your website. This is an excellent way of displaying the interests and concerns of your business. The benefits of giving insight into your company's personality through regular article postings are exponential. Once you start reaching out to people, you will find people responsive and start to feel a connection to your business. This two-way connection can be invaluable to your success!  

This is because people enjoy learning about the product or service they are seeking; where it came from, how it works, what brands they should trust and how to make informed decisions. If you are honest and candid online and offer full disclosure to your audience about your journey as a company, you will establish yourself as a trusted voice.

This is why blogging is a good habit to get into.

After you connect a blog platform to your website, you will be ready to start communicating. Brainstorm some topics and ideas and set aside some time to post regular, interesting content and you will be well on your way. Soon you may discover the rewarding experience of getting exposure by generating your own publicity.

Listed below are some essential points to consider when deciding to launch a blog for your company website:

  • Write Well---Include compelling opening paragraphs and descriptions. Take care with spelling, paragraph breaks, fonts, and target your audience with your tone. Select unique subject matter or try a unique approach to an old subject.
  • Utilize On-Site SEO—Use titles and keywords to syndicate headlines. Those Google thread seekers will find you if you post often.
  • Use Tags to Organize Posts—This allows you to group together related posts for related searches.
  • Customize Your User Experience—Things to consider would be: colour scheme, and way-finding. If in doubt, hire a designer.
  • Offer Feed Subscriptions—You can do this using RSS feeds, subscription buttons, and e-mail newsletters every time you post.
  • Manage Your Comments for Spam—Likewise provide feedback to commentators and keep your response time short.
  • Include Good Links—Anchor them with compelling titles. Try to stay away from ‘click here.’
  • Encourage Sharing with a Share Bar—This allows people to Tweet and share your post on Facebook, Google+, Stumble-Upon or Foursquare.
  • Market Your Blog Online—Post links in related Forums on other sites or use a blog post syndicator to boost your readership.
  • Add Widgets to Your Blog—These are feeds to other platforms, like twitter or Google+. Linking to other social media is always good to keep people engaged.
  • You Don’t Have to Call it a “Blog”—For a business blog, you can title it anything you wish; journal, daily-log, newsroom, pressroom, buzz, information center...but the traditional “blog” is timeless.