As part of my day to day activities at Find New Customers, I research the websites of lots and lots of companies. I find typically a Resource Page with eBooks, white papers, webinars, etc. Nice stuff. Sometimes (not very often) they have a decent sign-up form. But there’s a problem.
I’ve never heard of the firm. They’re invisible.
I’ve come to the inescapable conclusion is that the reason they are invisible is their business had no heartbeat. A heartbeat happens continually as long as you are alive. By the same token – marketing in business to business needs a heartbeat too. That’s your blog. Blogs are regularly updated, like a heartbeat.
Buyers are looking for companies with a heartbeat – regular publishers of content. They need to be constantly reminded that your business is alive. Unfortunately, so does Google and Bing. When they ping a website, they look at…
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