Blogging for Business? Then treat your blog better...

It's sad to say, but many otherwise smart business people treat their blog like a hobby not a marketing tool, and certainly not as the best darn marketing tool on the planet!

Most of the professionals we meet at conferences are proud to put their hands up when we ask if they've got a blog. Yes, we've noticed a definite increase in the number of business blogs over the last year. Yet almost all of them admit they need to blog more often.

No surprise, the biggest question we get is "why isn't my blog pulling in more clients?" To which we ask, "How often are you posting on your blog?" Hey there, smart business people, it doesn't work if you don't work it!!!

Two to three times a week, a short post (200-300 words) about something that's relevant and useful to your readers - is that too much to write? I think not! Maybe you're making it harder than it really should be, making it more like article writing, or something complicated?

As with everything you want to do for your business, you've got to simplify it to make it happen. And you've got to systematize it, regularize it, and make a habit of it.

Otherwise you're just playing at blogging, or maybe using it as a personal diary - which probably doesn't make for the most interesting reading from your audience's point of view anyway.

Here's a good post from one of my favorite blogs, DailyBlogTip, about Treating Your Blog as a Business. The author Steven Snell lists 8 aspects to consider if you're really going to use your blog for business:

1. Goals
2. Accountability
3. Priority
4. Scheduling
5. Time Management
6. Spending
7. Bookeeping
8. Outsourcing

The post is worthy of reading and thinking about these aspects so you can get a more business-like attitude about blogging. Otherwise, it's not going to work like the client magnet it really can be. And that's a pity!

What other tips or suggestions would you have for someone who's not successfully blogging for business?

Comments

[Trish Bertuzzi]

You don't have to go it alone. You surely have interesting and relevant colleagues that you could ask to post as guest bloggers. One hand washes the other...

Also, consider having your blog be the official website for a group you host. Our blog is the website for the LinkedIn Inside Sales Experts group and members ask each other questions and share information. Not going it alone makes it so much easier! Hope this helps.

[Home Base Holidays]

As sometimes I get a block and can't think what to write about, I find it a good idea to keep a folder of snatches of ideas whenever I think of them so that these are ready to be 'filled out' when the time comes to write a post.

I also like to plan ahead (aiming to publish three new posts each week), and set posts ready to be published. This is especially useful when I know I will be very busy with other aspects of running my business or if I'm going to be away for a period.

I envy Trish who has colleagues to invite to be guest bloggers. Being self employed, I don't have this perk but I do occasionally publish relevant content (with permission and acknowlegement of course) from other blogs or sites. This gives me a breather and also introduces a fresh approach to my topic, home exchange.

Cheers
Lois

[anish]

Hi Patsi and Denise,

Got this link from IM Newswatch...

Thanx for the nice tip and also for the nice link to steven snells blog.

Thanx
Anish

[Anna O.]

Thanks for the tips. I agree on posting at least 3 posts and update our blogs. I will apply your tips.

[John Easton]

Patsi/Denise:

I think many business bloggers go into this exercise with the wrong set of expectations. Many want to write a post and immediately close deals. This is the same mistake people make with regards to business networking and it not how business blogging works.

The exercise should be more about building meaningful relationships with those in your market. A closed deal is only one type of meaningful relationship and even this takes multiple contacts over time. Positioning yourself as an industry expert is another opportunity that blogging affords. Building a network of enthusiastic people who might evangelize your business is another opportunity (individual evangelists might never purchase your product but could facilitate new customer interactions and spread the word for you.).

There are so many other ways to build relationships through blogging. I think if you use the blog to help people in your market they will return the favor.

Just my thoughts.

John

[Patsi Krakoff, The Blog Squad]

Thanks so much, for adding these thoughts, John. Very wise indeed. We see so many bloggers focusing on traffic numbers and it's not the right measure, is it?

But then how do you measure meaningful relationships with readers? But just because something is more difficult to measure doesn't mean it doesn't exist and shouldn't be a major focus for business bloggers. You are so right, blog on!

[Nancy]

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