Sunday afternoon I received a call from a potential buyer asking about new construction patio homes in a certain local community. I knew he had to be looking at an older post because new construction wrapped up in The Cove about 3 years ago.
Sure enough, he was looking at an ActiveRain post from October 2011. While that post only has about 10 comments, it has 16,000+ views. The adjacent posts that are local events, a few thousand views. Another subdivision post? Over 8,000 views. A couple of featured posts? Less than 2,000 views.
And that makes sense. For the most part anything I write for fellow Rainers is somewhat limited in life span. If it doesn't get read and commented on within a week of creation, it's probably going to get no further activity. And FWIW, features don't do jack to increase my business. For the most part, anything that has broad appeal to the ActiveRain audience is nothing consumers are going to care about (this post as a case in point).
Local events are a bit time sensitive too, but you get the local consumer audience that can search and find those posts, so you'll get some extra views and maybe get some top of mind marketing.
But the subdivision posts with the high view counts? Those have staying power IF I write them to last, to be evergreen. Provide the information consumers want to know, tie it to and IDX search and I've got something that can continue to work for me for a long time.
Not every post I write to be evergreen succeeds as well as some similar posts. I can't explain why the post about Landen Lake's Sailboat Pointe generates regular inquires and the one about Ashmont never results in a call, but that's the way it works for me.
I write enough community posts and some will appear on Page 1, and others won't. Maybe more competition for some keywords, maybe the Big Gorilla portals won, maybe someone is paying for ads for the same place.
But here's the bottom line. Blogging is pretty cost effective, and far cheaper than those continual offers we all get to "make us #1 on Google". It's probably been about a decade since I last paid ActiveRain a dime. We don't have to pay Z or any other company to generate business for us.
Our Wordpress site and IDX service runs a bit over $100 a month total. It has paid for itself many, many times over.
Our blog posts get found either directly, or help drive traffic to our Wordpress site. Either way, it's plenty of bang for the buck, and nothing proprietary at work here. No mysteries, just identify a need and develop the content that will keep working year after year.
Until next Tuesday, just Ask An Ambassador if you need help,
Bill & Liz aka BLiz