According to Wikipedia, the word "Blog" comes from two words joined together: web and log.
In the late 1990's, the internet introduced web publishing tools and made it easier for individuals to post virtual diaries or updates. As time went on, companies found this a great way of interacting with their customers and blogging became popular with all kinds of businesses. "Microblogging" eventually became part of the blogging world, in the form of Tweets or Twitter posts.
Today, blogs are a great form of engaging readers and it's important to know how blogs can help your business.
Today, as mentioned in our last blog, everything is about building a tribe and interacting with your potential customer or a client you already have... blogs are perhaps the very best way to do this. The beauty about blogs is that not only do they allow you to skillfully present information about your business but they also encourage readers to feel like they are part of your team. If you have an interesting blog, you are actively engaging your audience and if you maintain regular, informative blogs, you will establish yourself as a leader and you want to be known as the authority in your market area.
So now you are an "authority" but where do you go from there? Well, if a person reading your blog needs a product which you have AND you have alerted your follower to that in your blog, your audience will think of you before they go to the competition - high fives all around!
But it's even more than that - it's uber important that you have your blog on your website or landing page. I hear you ask:
"Elementary, my Dear Watson!"
When people are on your website to read your blog, it's like opening the door and chatting in your lobby.. the whole house is just a step away and if you seem inviting then they may just take a step further.
Where is the ROI?
Where's the Return On Investment? Not only are you inviting someone into your site but you just scored a hit on Google! ... and that could mean you have just entered the world of Search Engine Optimization (SEO) and HIGHER GOOGLE RANKINGS. Yay!!!
Blogging all about your product is called hard selling..and isn't providing interesting content. It's obvious and it's percieved as a bit desperate.
Don't make your blog difficult to find. Link it to your website or another site where you have your business. Don't be afraid to email alert people and let them know you have some new "takeaways" for them, not everyone checks your website or their social media regularly.
Don't have a ugly blog. Seems obvious, and it is a matter of taste, but I like the less is more approach. Perfection is acieved when there's nothing else that can be taken away for the mesage to still be effective. Visuals that are captivating encourage users to stay and look around - people love unusual or appealing images (hello?... Pinterest!).
**CAUTION** Do not spam people with your blog! Don't go to all your groups on LinkedIn at once and post your blog. It's like trying to hear one voice in a crowded, loud room. Stand out in the crowd.
Blogging with no purpose and random thoughts. Blogging may make you feel happy but no one wants to read my personal diary, nor should they be subjected to it. Don't clog your blog. No one cares if you had Justin Bieber walk in your guitar shop the other day, it's not a good forum for that kind of information. Have a blog strategy.
The original blogs were more like a rant or a diary - today companies use them to engage customers and provide value. Try to keep that in mind but have fun with your reader too - no one wants to be bored, readers want to go away with a better feeling than when they arrived.
Until next time, don't be afraid to experiment and we would love to hear your experiences with blogging - the good, the bad and the ugly!