Readership of blogs is skyrocketing in growth, according to the newly published comScore Media Matrix report (PDF). It stands to reason then that companies who do business online ought to think long and hard about deploying a blog (or blogs) as a marketing strategy.
In my previous post on the report, I noted several bullet points, two of which are most significant here:
- Compared to the average Internet user, blog readers are significantly more likely to live in wealthier households, be younger and connect to the Web on high-speed connections
- Blog readers also visit nearly twice as many web pages as the Internet average, and they are much more likely to shop online
How much more convincing do you need? Blogs will prove themselves to have value as a marketing channel. Not the sole marketing channel mind you, but one of several, taking their place alongside the likes of email and other forms of search engine marketing.
Personally, I don’t know how a business can afford to overlook this burgeoning new medium, particularly in light of its growth in readership and considering who those readers are – wealthy, young and wired – with money to spend online.
Not only should businesses consider starting their own marketing blog, they should also consider advertising on other blogs. It’s low-cost and you virutally guarantee reaching “turned on” niche-driven audiences. Those audiences may not be large on a given blog, but they are much more inclined to act on offers geared to their interests.
If you’d like to look more closely at this strategy, feel free to contact me. I’d be happy to speak with you about the advantages (and disadvantages…yes, there are some). Drop me an email at paul at radiantmarketinggroup dot com or visit my website, www.radiantmarketinggroup.com, for other contact information.