President, PROFIT Communications
Have you ever looked into a mirror, which was reflecting another mirror, and the image just seems to repeat infinitely?
The reflection is hardly infinite in this case; still, this is a blog post about blog posts.
WSI, the world leader in Internet marketing, web development and web design, recently presented a webinar, “Blogging to Build a Reputation Online,” with Eric Cook, a certified Internet business consultant specializing in web development, search optimization, online advertising and proper utilization of social technology.
Cook said that in addition to the personal connection, having a blog gives your customers and potential customers a chance to KLT (know/like/trust) you. In business, he said, if your first and foremost focus is on getting people to know and like you, the trust factor will come naturally.
According to Cook, there are 19 steps to creating a successful blog to ensure that it will be seen by the right people and bring positive results.
- Identify your target market – Do you most want to engage small business owners, CEOs or stay-at-home-moms?
- State the purpose of your blog – Will it be to build the reputation of your organization, promote your business or position yourself as a credible expert?
- Involve your staff – The more voices you have on your blog, the more variety you can offer your readers. In addition, your staff members may have additional areas of expertise.
- Establish a schedule – Key products and services may be appropriate to highlight at specific times of year. One obvious example is in the retail industry during the winter holidays. Another might be mulching or planting services in the early spring. The schedule should complement existing marketing and advertising campaigns.
- Content selection – In addition to identifying what you will talk about, it’s important to also determine what you won’t talk about. Avoid topics that might unintentionally alienate potential customers.
- Compliance issues – Although this may not apply in all types of business you’re your industry does require compliance, identifying this early on can keep you out of hot water later.
- Reader comments and feedback – Moderate your blog frequently to approve or deny comments. This does two things: It ensures all comments are reviewed, and allows you to respond to comments on a timely basis. It also helps you to avoid spam, profanity and insulting comments on your blog. Keep in mind that negative feedback is okay. By addressing these sorts of comments openly, your readers will see you as being open-minded. Blogs are intended to be conversational. Use your blog to promote feedback, positive and negative, and engage readers.
- Technology requirements – Will your blog be built in, integrated on an existing Web site, or hosted on a site like WordPress or Blogger?
- Use social media – Many platforms are available. Posts can be set up to connect automatically to social media sites like Facebook or Twitter. Post your blog updates to as many venues as possible to maximize exposure.
- Multimedia usage – “Human beings love multimedia,” Cook said. There are many ways to feed our need for tech: Podcasting, webinars, PowerPoint presentations. Engage users on a deeper level.
- Marketing tactics – Get customers to start at your blog, get to know/like/trust you before they get to your Web site where you can sell them on your product or service.
- Partnership opportunities – By enlisting guest contributors, like your chamber of commerce director, neighbor business owner or head of a regional association, you can get additional content for your blog that you don’t have to write, and give yourself a credible third source to validate previous content.
- Internal training and education – Make sure everyone who works with and for you is aware of your blogging strategy, so they know what it is, why it’s important and how to promote it.
- Measure success – How can you determine the return on your investment? Using a tool like Google Analytics, look at results that relate to goals and purpose, like traffic and linking.
- Follow up and engagement – By responding to your commenters – not only on your blog but offline, when appropriate – it shows readers that you appreciate their input, and care enough to connect with them. Interaction from you will also engage your readers rather than sending them packing for another blog where the blogger is more responsive.
- Research to keep current – This helps generate fresh content, and keeps you on top of current news, products and developments in your industry. The more knowledgeable you are, the more trustworthy your readers will find you.
- Multiple blogs – Over time, you may find that it appropriate to split your blog into two, each focusing on a different area of your expertise. For example, a bank may maintain two blogs, one catering to business banking customers and the other to personal banking customers. These sorts of decisions should be made based on reader feedback.
- Use of images – Self explanatory. A picture is worth a thousand words, right?
- Blog design – Cook left this one until the end on purpose. It’s not really possible to structure and design your blog until you have thoroughly addressed the previous 18 items.