SEVEN REASONS WHY BLOGGING SHOULD BE PART OF YOUR MARKETING EFFORT
By Jim Estill
I started my blog (www.jimestill.com) 18 months ago as an effort to increase communications with my staff by very quickly realized the power of it with my customers and suppliers. Now I consider my blog to be an integral part of my marketing efforts.
As an active blogger I have come up with seven reasons blogging should be part of any marketing program.
1. Communication--Blogs increase communication. Anytime you increase communication, you increase profile and sales.2. Topical--Although blogs have been around for a while, they're still new and topical. People who see that you have a blog will think you're more "leading edge." Even if you don't sell technology products, it helps.
3. Media--Owning a blog is like owning a media. Similar to a newspaper, magazine, or a radio station. The advantage of owning a media is that you can say whatever you want where all other media tend to filter what you have to say.
4. Promotion--You notice that I said a blog should only be PART of a marketing program. Blogs on their own tend not to get much readership, rather they have to be cross promoted so you need to put it on your email tag line, your website, your business cards, etc. People who see your blog address in another media are likely to come to it.
5. Expertise--Blogging, like writing, tends to make you an expert. People tend to believe what they read. For this reason, you don't want your blog to be totally self-promotional. Add value. Provide information that helps your customers, amuses them, teaches them, etc.
6. Angle--A blog should have an angle. People don't want to log on and hear some promotional material about you and your company. They want to hear something that's a bit edgy, interesting, humorous, and resonates with them. Although you own a media, you're still in competition with all of the other media available. In my case, I've chosen Time Leadership/CEO as the title of my blog and I blog about personal self-development with a focus on time management and efficiency.
7. Press--Blogging will often get picked up by other media and this added press can help you sell. For example, because I blog I've been featured twice in the Globe and Mail, and once in Forbes magazine, as well as our industry trade journals. I've also had many speaking engagements as a direct result of my blog.
Blogging doesn't need to be technically intimidating. Anyone can set up a blog in five minutes. My suggestion is to get an experienced blogger to show you how to start. Or ask your kids.
Blogging is not for everyone. If you want to blog, you need to be willing to dedicate some time and you must enjoy writing. Because I blog about efficiency, I spend a lot of time focusing on my blogging efficiency and I spend less than 20 minutes on each of my blog entries. I do four or five a week, so I spend less than two hours a week on my blog.
I have received some direct sales as a result of my blog. I know from the feedback I've received that many of my customers and suppliers read it.
Blogging is one part of a smart marketing program.
Jim Estill started his business from the trunk of his car and grew to $375 million in sales before selling it to SYNNEX. He is now CEO of SYNNEX Canada, a billion-dollar computer wholesaler.
He is a regular blogger at: http://jimestill.com
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