How to Use a Blog as a Small Business Marketing Tool
November 29, 2009
I tell small business owners all the time, “You need to blog”. And I often get, “what’s a blog exactly?” Even if the small business owner knows what a blog is, they often have a hard time figuring out how it will help them make more money. So here are a few basics of blogging for business that can be used as part of an overall marketing strategy to get more leads and grow your small business.
What is a Blog?
I found this definition on www.blogger.com and I think it answers this question perfectly:
“A blog is a personal diary. A daily pulpit. A collaborative space. A political soapbox. A breaking-news outlet. A collection of links. Your own private thoughts. Memos to the world. Your blog is whatever you want it to be. There are millions of them, in all shapes and sizes, and there are no real rules.
In simple terms, a blog is a web site, where you write stuff on an ongoing basis. New stuff shows up at the top, so your visitors can read what’s new. Then they comment on it or link to it or email you. Or not.
Since Blogger was launched in 1999, blogs have reshaped the web, impacted politics, shaken up journalism, and enabled millions of people to have a voice and connect with others”.
The only thing I would change is that the blog has become much more than a personal diary and has evolved into a platform for professional and business expression and education as well.
Why Do I Need a Blog? (Most of the content in this section is taken from John Jantsch, “Blogging for Business” from the Duct Tape Marketing System)
A Search Engine Traffic Bonanza
The main reason for a business to write a blog is to increase search engine traffic to your site. Search engines love real blogs. By real blogs, I mean blogs that are set up and run by businesses that offer useful content. As with every successful marketing method, there are people out there setting up fake blogs and dumping keyword-rich garbage into them in order to trick the search engines into ranking the content highly. (Please resist the urge to add this form of search engine spam as it may actually get you banned by a search engine.). So by setting up and regularly posting a real blog, rich with key words, you will improve your ranking and push out the fake ones in your industry.
For more reading about Search Engine Optimization (SEO) and Blogging check out: http://websearch.about.com/od/keywordsandphrases/a/blogseo.htm
http://sbinformation.about.com/cs/ecommerce/a/bblogs.htm
Lots of Pages
Each blog entry is its own web page, with its own unique URL and title. What does that mean? It means that an active blogger can create hundreds of keyword-rich web pages in a matter of months- which helps your ranking and helps you get found on the web!
Change is Good
In order to claim your place at the blogging table, you have to commit to making posts often – some people even recommend four or five times a week – however if you’re a beginner (like me!), once a week will do just fine. This commitment means you are making changes to your website at least once per week. The typical small business website is lucky to receive an update a year. Search engines love change!
It’s a Marketing Conversation
Blog content is more like a conversation than a sales pitch. Readers often feel a greater connection to content that is open, honest, and transparent – the very nature of most blog content. Blogs make it easy for readers to connect and participate in the dialogue through linking and commenting.
Where Do I Get a Blog?
Some website platforms (like WordPress) have blog software built in, so first check with your website administrator. If a blogging option isn’t available on your website and you don’t want to change your website platform check out a free blogging site like www.blogger.com. It is always best to blog on your own site, since the main goal is to drive traffic and links back to you, but using a free blogging site is bettter than not blogging at all.
There are a ton of other reasons for and benefits to blogging for small businesses; I hope this overview gives you a few answers to your questions about blogging. If not, feel free to ask them here in the comments and I promise I will answer them! Click here to leave your comments.
Three Things Every Small Business Owner Needs to Know
November 22, 2009
Let’s get back to basics this week. I’ve been in sales and marketing a long time and sometimes forget that for many small business owners the whole idea of growing and promoting a business is a complete unknown. I talk to a lot of entreprenuers who fell in love with a product and decided they wanted to become an authorized dealer or realized they are really good at providing a particular service and decided to make a go of it on their own, but in many cases, they have no idea what it takes to make a business grow and thrive.
I can give marketing tips and ideas all day long, but without a little basic knowledge, that isn’t going to help long-term. So here are 3 things that I believe can arm business owners with a few more tools to succeed. I can think of at least 100 more, but I’ll start with 3 today – it is a holiday week afterall!
1. Your website is a lead generation tool. Do you think Bayer Aspirin has a website just because they think they should? No, they know a website is a tool for building trust. Bayer knows that their website is the single best vehicle for getting people who have a headache, fever or muscle pain to get to know, like and trust their brand. You need to think of your website the same way.
Your website is your window to the world. Make sure you are attracting people who want and need what you have to offer, and engage them, draw them in. Add an opt-in form to get their permission to send information of interest to them. Post stories, ideas, and reports they are interested in. Educate them. Provide solutions to their problems. All of this builds your reputation as a giver and a trusted source for industry related information and it gives people a reason to re-visit your site, keeping you top of mind! .
2. Buying advertising is a complete waste of money if you don’t do some homework first. Running an ad that attempts to cover everything and speak to everyone is a huge mistake. You will end up appealing to no one. Ask yourself: what are you trying to accomplish? Who specifically are you trying to reach? What action do you want them to take? Why should they take it? You need to ask yourself all of these questions and answer them before you can even consider investing money in advertising. Otherwise you may as well donate the money to charity where it will actually do some good.
3. The internet is your friend, use it! I’m not just talking about your website and social media tools, I’m talking about embracing the internet as the invaluable resource it is. Before I started my business I researched everything I could possibly think of that related to my business: statistics and reports about small business and marketing, attitudes and behaviors, local competition, local attitudes toward marketing and marketing consultants, and more. I continue to use it every day to learn and improve my skills.
You can find just about anything related to your product or service online. Invest the time; find out who buys your product, how they buy it, what their attitudes are toward it, get stats, reports, analysis, research the competition and their customer base, learn about related products and services and industries, learn what your prospects and customers are reading, where they hang out, what they want and need. Become a student of your product or service and your industry. Knowledge is power – use this power make smarter decisions. Click here to comment.
Have a very happy Thanksgiving!
Do You Suffer From Promotional Panic Syndrome?
November 14, 2009
My mentor and fellow Duct Tape Marketing Coach Cidnee Stephen describes “Promotional Panic” Syndrome as the sudden and often painful realization that you need sales NOW and that none of your existing advertising and promotions are working to bring in new customers. The immediate reaction is usually to try to make the symptoms go away by buying more advertising and promotions that don’t work; putting you into an endless cycle of panic.
Promotional Panic Syndrome often goes undiagnosed because many of its symptoms seem harmless. Recent studies have shown that early detection of Promotional Panic symptoms and treatment can decrease complications, including: wasted money, lack of new business and silent phone syndrome.
Symptoms:
- Terror that is almost paralyzing because the phone isn’t ringing
- Fear of losing everything because no one is buying
- Choking sensation whenever you think of the $1000/ month you’re paying for that yellow pages ad
- Nervousness, shaking and stress because you have no lead generation strategy that works
- Muscle pain, especially in neck and shoulders from banging your head against the wall
- A sudden and almost uncontrollable urge to write a check to the first advertising salesperson who walks through your door
The AMA (Awesome Marketing Association) reports that millions of small business owners suffer from this common anxiety disorder each year. The main cause is lack of marketing planning and strategy. If you are experiencing these symptoms, put the checkbook down immediately and consult a professional.
Studies have shown that no amount of advertising will cure these symptoms without first finding the cause. In clinical trials, writing a check for advertising to relieve promotional panic has the same affect as taking the first pill you can get your hands on to treat a medical condition. Without analyzing your symptoms, learning the root cause of your condition and then working with a professional to develop a treatment plan you are merely popping a bunch of random pills and hoping that one of them works.
Admitting you have Promotional Panic Syndrome is the first step to recovery. The second step is getting help, contact us today.
So you suffer from Promotional Panic Syndrome? Tell us about it! Click here to leave your comments!
-
- THE BEST FREE MARKETING ADVICE YOU CAN GET!!!
Get Great Images!
Let's Get Social!
-
+Carolyn Higgins, President of Fortune Marketing Company
- Carolyn Higgins, President of Fortune Marketing Company specializes in helping small to medium sized businesses get the customers they need to sell more, increase profits and achieve all of their business and personal goals. We do this by implementing and managing marketing systems based on data and strategy - there is no guess work. For more information visit us at: FortuneMarketingCompany.com. We'd be glad to help!
Free Report: 7 Easy Steps to Small Business Marketing Success
