During this month have you used these terms in your small business?
"Marketing channel.”
“Public relations.”
“Get the message out.”
“Creative should handle this.”
Are you speaking the language of the dead? A blog is not a marketing channel. It is not a one-way message delivery service. Blogs (and all social media) are two-way conversations. Public relations is a euphemism for corporate propaganda. Ever noticed how in classic public relations there is absolutely no “relation” happening? No relationship at all. One way message delivery is not communication. Communication is an exchange.
Do not speak the language of the dead. Blogs are not marketing tools. They are communications/relationship hubs (which is better than a mere marketing tool). The defining paradox of this new age of business is that you market best by not marketing at all, but by relationship-building and engagement. And blogs are wonderful tools for that.
I often get asked about how I can fit in this BLOG into my crazy life at work and family of 3 kids and whether it is worth doing. I have found the last 2 years of blogging brings lots of rewards – some for Telstra but many for me building up relationships and great conversations with people I know and others I hardly know at all.
Here's the real truth about blogs:
A business blog will make it easy for clients to find you on the web.
Despite all the myths and confusion about blogging, the fact remains that blogs are gaining popularity as an online marketing tool.
Having a successful blog can:
- Boost your web traffic
- Build trust with prospects and clients
- Increase the size of your email list
- Make you money online
Why Business Blogs are the wave of the future.
Stop and take the time to imagine a few of these things:
…Imagine getting a note of appreciation from a reader whose life or business was impacted by one of your blog messages
…Imagine getting comments to your posted articles when you write on your blog: instant client relationships
…Imagine replies from people you’ve never met inquiring about your services
…Imagine freeing up time for clients because your blog is set up and easy to post. You can do it yourself with little or no tech skills
…Imagine your ideas reaching thousands of people across the globe every month with little effort or expense at all!
…Imagine the impact of having an article you posted picked up and linked to in another blog, reaching thousands of people you’d otherwise never come into contact with
...Imagine one of your postings showing up at the top of the search engines (search engines love blogs) so what you say will be seen by millions.
Blogs are truly a marketing miracle for all professionals wanting to impact the working and personal lives of as many people as possible. What other opportunity is there for one person to reach and teach so many others so rapidly, globally, and inexpensively?
A blog is just one arm of your professional marketing plan.
Never underestimate the power of the written word. When you write and publish you are seen as an expert with credibility. Even when you are using OPC (other people’s content), you are still seen as a go-to resource, someone who has access to information they need and want.
Once you establish your blog as valuable and consistent, you are creating trust. This opens the door to asking your readers to use your services or to buy something from you.
A business blog gets customers through the door because they see things they want or need on the other side. Blogs don't replace the sales/conversion process they are a clever relationship building add-on to it.
Here is a free website that I have found extremely useful: Remarkablogger (michaelmartine.com) and here are some thoughts on what you need to think about when starting a blog taken from that website...
Goals
Goals are what you need to accomplish in order to fulfill your blog's purpose.
To help you choose a direction, I've listed some non-mutually exclusive overarching goals a business blog can strive towards:
- Convey company news and events.
- Demonstrate knowledge, expertise, passion, and authority in a niche or industry.
- Provide helpful tips and info on getting the most from company services or products.
- Pass along success stories from customers about how your business has helped them become more successful.
- Dominate a niche or industry in search results (hence market and mind share) by becoming the authoritative source for information on a subject and using good SEO.
- Become a resource for the media and cottage industry about your business' market, evaluating your business' position and brand.
I would love to hear about anyone out there who has started their own Business Blog or know of some great examples of small business Blogs.