There is a lot of articles have been written on the effectiveness of a well planned online marketing strategy and how it can be leveraged for the benefit of companies. But I feel there is an item that is frequently overlooked when it comes the web; viewing web marketing as a company asset not just another tool.
Since my induction into the realm of online marketing I have been told by countless people that "websites are not how our industry does business" and "this is just a fad". At first it came as a real shocker, "how could you believe such a thing", but the realization is more profound that my personal bias towards the online market space. These people that were giving the negative connotation to web advertising never fundamentally believed that website could be an asset on the balance the sheet.
Believing a website, and now blog, can be an asset is so "outside the box" for most that they will never transform their personal or company business to stay competitive in the digital age. But the funny thing is most people have heard of others selling domain names at a price. If domain names can be sold then they must have some sort of value on the balance sheet, right? So why is that most people don't put the same value or belief on a website or blog that it can become a company asset?
Not sure I have answer to that last question but the fact remains as the web continues to be more integrated in our daily lives that a company has to have a substantial web presence to even think about competing in the new generation of service searchers. Today I came across an article, Prediction: Real Estate Super Bloggers, and it gave great insight into the future of SERPs (search engine results page).
If the net is being flooded with quality content for web traffic via blogs vs. the static real estate sites then the big companies are going to pushed to the bottom. From my experience, I already see this happening and an example I will use Jacqulyn Richey's Las Vegas Real Estate website. Jacqulyn works for Prudential but viewing the results page there is no sign of the Prudential website. Is it coincidence? Not really. Jacqulyn views the internet as an asset how she can leverage her business over the competitions. This maybe only me, but I believe Las Vegas Real Estate as a highly competitive search term.
This is the same view we our have for our Marysville real estate website. By taking the first step of viewing our online marketing efforts as an asset Barnett Associates Real Estate has built leaps and bounds on our competition and has also created a barrier to entry due to the time, in a linear sense, that has been put into our website and blogs.
Web marketing is an asset building business strategy that can and will give a business the competitive advantage through the evolution of the internet. As most of us know, 95% of all research starts on the internet which far more than any other means of research.
First Step: Believe
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