Ever asked yourself this question before : Why bother blogging? why do we blog? and what effect (whether positive or negative) does it have on our bottom line sales and marketing.
Blogging, or blogs – more appropriately and formally called “Web logs” – are ongoing, informal communications about topics of interest. One estimate claims more than 10 million blogs in the United States alone. Why the proliferation? Because they are easy and inexpensive to create.
Bill Ives is the co-author of Business Blogs: A Practical Guide. While researching the book, Ives interviewed 70 successful bloggers. Blogs, says Ives, offer a number of benefits. They:
- Create a searchable archive of content where every entry has a unique URL, which makes it easier to find through search engines.
- Promote ongoing, dynamic communication.
- Promote transparency – they can be open to the entire world.
- “Level the playing field” in terms of marketing communication. There are number of cases, says Ives, where “individual consultants or small businesses were able to gain tremendous traction and visibility in the Internet through their blogs.”
- Are very inexpensive to create – even free.
Here are some tips for bloggers:
- Write regularly.
- Remember that anyone can read it i.e. keep it clean.
- Be specific and keep it within the industry you are related to.
- Do not use it as self-promotional, and definitely not as an advertising tool.
- Do not link to gossip, stay away from complainers, be where the positive energy is flowing.
- Be conscientious about spelling and grammar.
- Acknowledge people for their input, advice, introductions and referrals.
Ok. I want to blog, now what?
- Get to know what blogs are all about.
- Find your “Voice”. You want to have a consistent topic that’s directly aligned to your business and marketing strategy and what you want to be known for.
- Make it easy to find you.
- Avoid business oriented and keep it opinion oriented.
- Blog Appropriately and always promote your blog in your marketing materials.
How to do it right? Please keep in mind the following:
- Blogging is a form of contact support.
- Successful blogging is about creating a forum of effective dialogue and communication, not just writing.
- DO NOT start a blog without doing your homework first.
And always keep in mind the following:
- Who is my target audience?
- What unique point of view do I have to offer?
- How can I add more value to my targeted audience?
Above all keep it fresh and meaningful. Bloggers who rise to the top of the blogosphere are those who consistently deliver meaningful and valuable content to a specific targeted audience. This targeted audience finds the information so compelling, they keep coming for more and more and………….