Blog as tool, low-cost, high impact marketing
The blog has become the most often overlooked and perhaps the single most powerful online method for sharing your message with a larger audience. While social networking like LinkedIn, Facebook and Twitter can have a huge impact on your message delivery strategy, they assume the monitoring of your stream by the audience. Whereas a blog , like wine, can age and even increase in value (if not taste). Google factors “longevity” into its search pattern. A long established blog with well planned and accurate content will help push your online presence to the forefront of the digital mob.
In the past, I’ve seen businesses of all sizes ponder and waffle over the idea of a blog. The concerns are valid of course. You’re better off not having a blog if you’re not comfortable with writing, or if you can’t afford to hire a specialist. A poorly written blog will not only hinder your SEO opportunities, but will affect the credibility of your online presence and even damage your brand. Further, with larger organizations, timing becomes a factor. Most large corporations, even those with finely honed communications teams (ahem)are simply not agile enough to make good use of daily blogging efforts (let alone real-time feeds like Twitter of Facebook). Since corporate communications are ultimately beholden to the “brand image” that a battery of nameless executive want to create/project/manage, the timeliness and impact of real-time communications is blunted significantly.
The small business has an advantage when it comes to communications with clients and customers. The layers of bureaucracy are removed and the blog author can look the owner in the eye and help prepare the message.
That said, blogs must be used wisely. The internet grants the power of communication to all who dare take up the pen (or keyboard). The power must be used concisely and honestly. But refrain from bashing your opponents or competition out right. Comparisons and analyses are obviously the more mature and effective method to employ if you feel compelled to fence with your opponent.
Libel is the written defamation of a person or entity (oddly, corporations have the same rights as a human being in the United States – who’da thunk?). In my humble opinion, a good juicy blog rides the line of libel and slander, like a surfer stuck in the tube of truth knowing that he’s going to have to “jump the shark” before the episode is over.
Of course, that’s got nothing to do with any sort of professional or corporate/product blog. Remember, blogging is a straight dialogue between you and your customers and clients. It’s a chance to build your brand, but don’t get hung up on those BS marketing terms. Your blog is essentially a calling card, a first impression, a reference point and a lifeline for you and your customers. Think out your blog updates. Take the time make them consistent and relevant. Don’t just cut and paste your brochure garbage. Give it some personality – make it real, make the human connection.
One last tip – answer all the comments you get. It’s worth your time to show your customers and clients that you care about their thoughts and opinions. Your blog generates goodwill by being entertaining and useful.
