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What Will A Blog Do For My Business?

I get this question several times a week these days so I thought I would address it here.

The answer to this question is part advice, part marketing 101 soapbox speech.

So, what will a blog do for your business?

In most cases, little to nothing.

Now, before you fire off an email to ask if I’ve gone crazy, read on.

Most business folks will approach blogging like they approach every other form of marketing. Put up a blog, make a few entries and wonder why it didn’t work.

Blogs are not THE marketing tool, they are simply another marketing tool, but a very powerful one if used correctly.

Using a blog correctly for most small businesses means these things at a minimum

  • Post almost daily – keep at it for months
  • Answer the questions your clients ask you in your posts
  • Promote the heck out of your blog online and offline
  • Build a network of users and connectors around your blog
  • Read and participate in other blogs almost daily
  • Integrate your blog into your web site, ezine and marketing materials
  • Update the non-post elements of your blog frequently

If you’ve read this far then maybe you have come to the conclusion that a blog can be a powerful part of your marketing mix and know that I unflinchingly recommend a blog for every business but, like all marketing strategies, unless you commit to using it long term to build momentum, it will be just another distraction.

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  • http://randomdude.com/blog/ Dustin Sacks

    Pretty good advice there. Any tool that lets you communicate directly with your customers can be very valuable when used correctly.

  • http://www.geroldbraun.de/blog/ Gerold Braun

    Maybe it happend because i am not a native english reader, maybe you intended it. Anyway i just had to smile when reading: “.. will approach blogging like they approach every other form of marketing. .. wonder why it didn’t work.”

  • John Jantsch

    Evans,

    You make a point that often gets overlooked about blogs

    “and the collaboration available with blogs gives me a much better understanding of how we are doing with our customers”

    What other marketing tool allows for this kind of instant feedback?

  • ewroten

    John-

    I really enjoy reading your blog. I’ve started blogs for almost all the businesses that I own and traffic for each of them has increased significantly. Most blogs index much better than normal web sites and the collaboration available with blogs gives me a much better understanding of how we are doing with our customers.

    Thanks,

    Evans
    http://www.realtormarketing101.com

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