Your Business is an Elephant.
Once upon a time (as all true stories begin) there were four blind guys visiting the zoo. When they come to the elephant, they ask the staff if they can be allowed into the pen to feel it. Once inside, they each take a part of the elephant to find out exactly what an elephant is like. Later on, they get together to discuss what they found. One guy felt the trunk and said ‘An elephant is a long, snake-like animal’. Another fellow felt the legs and reported ‘No, an elephant is more like a tree’. The guy who inspected the animal’s side contested ‘An elephant is a huge, leather clad hill’, while the one who had stood at the rear said ‘What are you all talking about? An elephant is just like a piece of rope.’
Who was right?
OK, it’s an old illustration, but it still works. If you talk to a number of professionals about your business, each one will have a different bias towards a different aspect of your business. Some professionals will be more open minded than others, but you will still often hear emphasis placed on different aspects.
One consultant will say you need a blog to market your business. Another will say content is king. A third will say that without great design, nobody will give your materials a second look, while another professional will boldly state that what you really need is search engine optimization.
Who is right?
Yes, you need a blog, but it may or may not replace a website that is capable of so much more. Of course, content is necessary, but it’s important to note that massive amounts of text are wasted on an online audience. Design is only important if it supports the brand and enforces the message, and SEO is vital as long as you are optimizing for the correct keywords (by the way, there are more ways to reach your website than using a search engine…)
Don’t be blinded by one point of view. Get as much advice as you can when it comes to promoting and marketing your business. While many professionals are biased towards their particular offerings, it’s important to keep all aspects of marketing in balance.