In: Root » Internet and online » SEO » Blog advertising versus Web Directories
Businesses should be aware of the fundamental differences between a web directory and blog advertising, two of the most popular forms of internet advertising. A business web directory follows the same model as the yellow pages in the phone book: you submit your name and contact information to a web directory (either for free or a fee, depending on the service) and it is placed into relevant category or categories, so that users will contact your business. Let's say an individual wants to look for a locksmith. Instead of flipping through the pages to the "locksmith" section, he/she will type "locksmith" in the web directory, along with the location, and reach a listing of all locksmiths in the area. Now let's take a look at blog advertising. Unlike a business web directory, a person reading a blog isn't necessarily searching for a specific product or service. However, while reading a blog (especially a respected blog), he/she may come across products and services that he/she feels compelled to investigate further. If your product or service is featured in a blog, then you are raising awareness of your product or service, and will hopefully draw in potential customers. Blog advertising uses the same model as product placement. While people watching a movie aren't necessarily looking for a carbonated beverage, they may see their favorite actor drinking a Pepsi and feel compelled to start drinking more Pepsi. So which form of advertising is better? A web directory or blog advertising? This depends on your particular business model. If your product or service is treated as more of a commodity (hammers, signs, party favors, etc), then you should focus more on the business web directory approach. If your product or service involves more of a human element (lawyers, translation services, house painters), then you should focus more on a blog advertising approach. Blog advertising will help raise awareness of your products and services to consumers that are in a receptive state of mind. A blog speaks to the consumer as if one human being to another human being. A person reading a blog will not necessarily be wary of advertisements, especially if he/she is reading a well-respected blog. If your brand is featured in well-respected blogs, then your brand will become more respected and hopefully attract more customers. Web business directory advertising is more direct. When a consumer goes to a business web directory, he/she has already decided to make a purchase. He/she will search for your product or service category and make a decision to contact you based on location, company name, the order in which you appear in the directory, and your company description. Ideally, you should be using a combination of business web directories and blog advertising to draw consumers to your products and services. These two forms of advertising can complement each other. For instance, if a consumer has already read about your product or service in blogs, then he/she will be more likely to contact you if he/she sees your name in a business web directory. Conversely, if a consumer sees your brand name in a web directory, and then reads a favorable review of your product or service in a well-respected blog, he/she will be more likely to pick your brand out of the list of brands in the web directory. The principles behind internet advertising are no different than the principles behind traditional advertising. The medium has changed, but human behavior hasn't. You must always be tapped into the pulse of your brand's reputation and how to promote positive brand awareness. By properly utilizing blog advertising and business directories, you can succesfully promote brand awareness for your company. |
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