This is part of a 3 part mini-series looking at the planning phase of setting up and starting your business blog.

Each post will focus on one of the 3 key questions that you should have clear answers for as you set up your blog before you start to write it.

Question 3:
What do you want to achieve?

Unsurprisingly, what we want to achieve with our blog is linked inextricably to how we intend to use it and who we are trying to appeal to – the first 2 key questions. If you want your blog to help raise your profile and demonstrate your expertise in your field, then you might be looking to build up references (and hence inbound links) or potential business contacts; on the other hand, if it forms part of your customer service offering, then you will want to see an improved customer satisfaction and reduced customer care calls.

In both of these cases, though, to get the best results from the blog, we need to both write and develop the blog with a clear focus and goal in mind. It not only gives us direction but also gives us a yardstick to measure each decision about our blog against, whether that’s what topic to post about, changes to blog design, positioning of services etc. If it doesn’t help us to achieve the goal, then perhaps we should be rethinking it. It sounds harsh, but ultimately our business blog is an element of our business and therefore needs to be contributing to it.

What we need to know clearly at the start is what we want to achieve with the blog and this, combined with the answers to questions 1 and 2, will help us to decide how the blog should look, where key elements need to be located, what to write, how to market it and so on.

But, what criteria should we be using to see how successful the blog is? Ideally they will be in line with the main objective that you set out for your blog but its necessary to have some way of measuring this. Here are some possible ones to consider:

• You might consider that it is the number of new or repeat visitors to your blog;


• It could be the number of comments that you receive on your posts which can indicate the level of interaction you are achieving;


• Number of subscribers to your RSS feed may be important because you feel this shows active interest;


• Number of blogs and websites which link to your blog or refer to your articles via trackbacks;


• Quantity of new customers who get in contact through the contact form on your Blog or specifically the sales generated by the blog either directly or indirectly;


• Number of sign ups to a newsletter which you have as a marketing call to action


• Reduction in support or care calls if you are running your blog as part of your technical support or customer service function


• Number of additional book copies sold if you are using it as part of your book promotion activities


• Comments and suggestions if your blog is being used as a market research tool or product development support


• Press contacts or offline articles generated directly as a result of your

Because the possible uses of a blog are so wide, so are the possible goals you can have and ways to measure them – it’s simply a case of deciding which is the most appropriate for you in accordance with the aims you have for the blog and your business. Bringing them all together should give us a feel for the overall Return on Investment (ROI), at least to a certain extent.

Above all, have your objectives and goals in mind will help your blog fulfil its potential and deliver the results you want. As the refrain goes, “when you don’t know where you’re going, then any road will do” – so keep a careful eye on what you want to achieve and you’ll make sure you’re on the right road from day one.

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It is great to see articles appear in major newspapers which extol the virtues of blogging and in particular business blogging. This is partly because it adds some additional (hopefully) useful information for companies looking at whether they are going to incorporate it into their own activities and partly because it is always hugely powerful when one information medium sticks its neck out and recommends another.

So last week’s article in the New York Times entitled Bloggings a Low-Cost, High Return Marketing Tool was a good read particularly with an opening line which states that blogging is widely considered as “a low-cost, high-return tool that can handle marketing and public relations, raise the company profile and build the brand”. Good start point but that’s by no means all that they do!!

As the article nicely points out, the benefits for small businesses range far and wide but need to be focused in order to be successful. To be truly effective, they need to form start of the business strategy which, after all, is what should be happening with all marketing activities. They can then be used to:

• demonstrate expert opinion


• develop a community around the business


• become a respected source of information


• create new relationships and partnerships for the business


• develop greater awareness of the company and the brand


• show a personal side to the company’s activities

and many more activities, some of which are outlined in more detail in the document “An Introduction to Business Blogging“.

There was, however, one small element that I disagreed with. Although I share the author’s opinion that blogs are not for all companies, I do believe that the opportunities they offer are more extensive than most people believe. To use an example given in the article, a restaurant may not consider blogging to be as important as serving great food but it can certainly benefit from the publicity and visibility it can offer.

After all, blogs are the nearest thing to online Word of Mouth that we have and Word of Mouth is a key elements of a restaurant’s marketing opportunities. Additionally, a blog can also be used to run a ‘customer reactions’ area which can introduce the interactive element to a website, allowing diners to record their impressions, enhance Search Engine rankings and help to generate online word of mouth par excellence.

The use of blogs is starting to be better understood by both small companies and corporates alike, but we are still only scratching the surface of what they can be used for and help businesses to achieve. Here’s hoping that, in 2008, we can help to push the boundaries even further.

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I’ve mentioned a number of times how important title tags are and how useful they can be (and need to be) in different aspects of search engine optimisation for blogs. So I was glad to see that in one of the first sessions at the recent BlogWorld conference over in Las Vegas, that this subject was covered again by the speakers.

However, as I listened to extracts from the session, there was one element that I picked up and hadn’t considered that was mentioned by Andy Beal from Marketing Pilgrim, and it’s one I’d like to pass on here. But first a little background.

The title of the post (or Post Title) appears at the top of each individual post on the blog, whereas the words which appear at the top of the browser window is the so called Title Tag. Hopefully, the image below will show the distinction between them.

Normally in blogs, there is a close relationship between the two elements because most blog software automatically creates a Title Tag from the title of the post, usually mixing it with the name of the blog something like

“Better Business Blogging >> Title Tags are great”

To an extent this is good because it it gives a distinct and relevant Title Tag for each page (which is positive) and it’s done automatically for us (which saves us time). However, even better is to have control over both elements individually which is where the SEO Title Tag plugin comes into its own if you’re a Wordpress user as it disassociates the post title from the title tag.

Anyway, where exactly do these two elements appear :

• RSS feed – Post Title


• Blog Search Engines – Post Title


• Main Search Engine results – Title Tag


• Search Engine Optimisation – Title Tag (primary) and Post Title (secondary)

Anyway, what is the suggestion? Well, simply to change the title and the title tag after a few days so that you can appeal to the different groups that will be reading them. Basically, different people use the RSS feeds and blog search engines from those who might be searching with the main search engines. So target each.

When you publish your post, use an attention grabbing headline for readers who may find you in amongst their other RSS feeds – often something time related is good and aimed specifically at your readers. But after a few days, you will have been seen by all those who are likely to find you via RSS or Blog Search Engines (which are also time sensitive) so we need to turn our attention to the main search engines. In this case, we need to make sure that we appeal to search engines with keyword phrases that we want to be found with as well as our readers, and this needs to be done in our title tag.

So, as ever, pay attention to the needs and interests of your readers but be savvy enough to know when you have to change your focus to the search engines to give your blog posts even more longevity and ‘findability’.

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Unless we are in a very fortunate position, then when we start a business blog we are likely to be faced with the challenge of how to attract visitors to it, how to encourage them to become readers and then how to build their trust and confidence in us and our blog over time.

This comes through building, developing and of course maintaining a relationship with our blog readers and it’s a process that Ive been trying to represent visually for a while. Recently, I came across something that I feel comes very close while flicking through some books at home and one in particular called How to Succeed as an Independent Consultant which is written by Timothy RV Foster.

In it, I found a diagram and section entitled the ‘Ladder of Goodwill’ which the author had developed to explain the developing relationship a supplier has with its clients. The various rungs on the ladder were described as ranging from ‘Nowhere’ at the start where a customer has no knowledge of you or indeed that you even exist, through to ‘In Position’ where you have the total trust of the customer and you are the primary supplier in your area or field. The goal of course is climb as high as possible up the ladder in your relationship with each of your clients.

For me, I can see a lot of similarities with the way that we have to develop a business blog as well, particularly in the case of a small business or individual where there is not already a significant offline or online presence to act as a springboard.

First of all, it is a case of creating awareness that the blog exists and developing its visibility through marketing or word of mouth, Then you need to get people to come to read it and have their first experience of what you are writing about and what topics you cover. To get a positive first reaction you need to make sure you deliver, ideally every time. Follow up on this by providing something (perhaps a newsletter or white paper) so you have the opportunity to reinforce the first positive experience. Building on this means being consistent in your writing and content thereby encouraging people to recommend your blog to others and share their experience. From there the positive experience can be developed further over time resulting in a loyal reader and, from a business perspective, perhaps a potential future customer as well.

Each rung of the ladder represents another building block as you build a sense of confidence and trust in what you do and, at the same time, you are gaining the active involvement of your readers in your blog and your business.

Of course, for a really active blog, youll be looking to have readers at all levels, hopefully all moving upwards! So how many readers do YOU have on each rung on the ladder?

Ladder of Goodwill diagram is copyright to Timothy R. V. Foster

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As you may well have gathered, I’m a great advocate of planning your business blog before you set out and actually write it. It’s also good to keep that development going so that you can keep track of the different subject strands you are working with and allow you to expand them further.

Previously, I’d always done this with pen and paper but have recently started to try something again that I first dabbled with a number of years ago as a student – and no, this is not going to be a politician-like cannabis related admission!

What I’m actually referring to are mindmaps. They work really well in helping to develop different subject areas as well as extending the boundaries of what your blog could be doing for you – all without losing track of the key elements that you want to concentrate on and that your audience is looking for.

Granted they are not for everyone but for someone like myself, who is very visually focused, they are an excellent way to visually represent ideas that you have for your blog and help you to develop them in different directions. And since business blogs need to be focused on and around the main subjects that you want to address, then using this method will allow you take your main subject areas and develop them naturally into adjacent areas. This is turn will help give your coverage of the topic even more scope and breadth.

The mindmap of course does not need to be a static representation of your blog – by its very nature, it’s perfect to be developed as necessary. So as the needs and requirements of your readers expand (or even change) then so can the mindmap and your planning to reflect the additional elements that you need to be considering.

As an example, I’m working through a new series for this blog at the moment on Blog Marketing and using a MindMap to help develop the different strands it should cover (still work in progress of course)

This particular one was created using MindMeister which has an excellent free option as well as the upgrade to their premium and team services. However, even the free version gives you the chance to collaborate with others so if you have multiple authors on your blog then it would be an ideal tool to help co-ordinate input from all of the them and develop ideas for new posts and future direction.

There are a number of online mindmap systems which you could use and a good start point for information is would seem to be MindMapping.org which lists a whole range of these elements as well as a range of other mindmap related resources – well worth checking out.

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Do you run your own business blog? Then you are amazing, absolutely A M A Z I N G !

Whys that I hear you cry? Well, just think about all the different activities that go into developing and maintaining a successful business blog. Larger companies will probably have a small team working on their blog or blogs but you have to run it all on your own. And you manage to do it usually without even realising all the things you are doing automatically and the different hats that youre wearing.

But if we break it down, its really quite impressive!

• Researcher: keeping an eye on the RSS feeds and Google Alerts can help speed up your research as you plan and build your own posts. Phew – a full time job in itself.


• Writer: right at the centre of everything, there’s the writer in you who actually puts pen to paper and without whom you just don’t have a blog!


• Storyteller: no, not in the sense of “telling lies”. Shame on you. People love stories so if you can convey your message as a story when you write it, that will make it all the more memorable.


• Editor: some tough decisions sometimes have to be taken to keep the writer in check, so you’ll need to have an editor in you working hard to keep the writer on the straight and narrow.


• Expert: with the research done, you let the expert in you come shining through to add the depth to the post.


• Project Manager: well someone has to keep the whole thing together!


• Designer: you need to have the blog looking the part in order to support your business goals. Luckily there are some good templates available and, if you can’t do it yourself, people who can help you to stand out from the crowd.


• Techie: with your technical hat on, you may want to get “under the hood” which for Wordpress would include the set up, adding plugins etc. Even with the other systems, understanding how a blog works will allow you to make your blog more targeted to your readers.


• SEO expert: with Search Engines a key consideration, make sure that you think about optimising certain aspects of your blog as part of your online marketing. Even if it’s just “Title Tags” and ‘friendly’ permalinks it’ll help.


• Social Networker: or at least a networker. Offline it’s a great way to develop awareness and contacts, while online by your contributing to other blogs, it helps immeasurably to raise profile and awareness.


• Market Researcher: you need to make sure that you are writing on topics that your readers are interested in so make sure that you carry out market research. Start by simply asking them.


• Marketer: you’ve created a great blog so now get out and market it. And don’t forget that you need to do offline as well as online.


• Diplomat: sometimes you’ll get comments on your blog which aren’t so favourable but be the diplomat, argue your position and remain your persuasive (but polite) self.


• Businessman: at the end of the day, your blog is therefore for a business reason, so make sure the businessman/woman in you doesn’t let you have flights of fancy which aren’t helping those goals.


• Strategist / Planner: you’ll want to make sure that the blog is heading in the right direction and that it’s developing properly, so keeping developing the plan of where it’s going and how it’s helping your business.


• Housekeeper: sometimes there’s a lot of extra jobs you need to look at to keep the blog in order so try to tidy up loose ends when you spot them, answer comments, update software etc.


• Accountant: though it pains me to say it, keep an eye on the bottom line even with a blog. There are costs involved and the main one is your time so try to remember that you’re looking for a return on your investment of time here.


• Analyst: don’t forget to keep a check on what posts are attracting most readers, where you are getting referrals from and whether you are getting the search engine positions you wanted. Once you’ve analysed it you can do something about it!


• Therapist: just in case you are feeling a little schizophrenic by now!

So how manys that? I think I make that 19 in all and doubtless, youll be coming up with lots of others.

Dont panic, I know it sounds daunting …. and, in a way, it is. But don’t forget, that you don’t need to do it all yourself if you don’t want to. Some aspects you may decide not to bother with, others you’ll link up with other people to work on together and with some you’ll perhaps get an expert in to help.

But the main thing is that you are already doing it, you’re out there communicating and connecting with readers, prospects and customers in your blog and that’s hard work in itself. So, after all that effort and hat changing, may I suggest a quiet moment and a cool drink might be in order – and maybe I need to add Bartender to the list as well.

Image Photographer:Lisa F. Young | Agency: Dreamstime.com

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Getting your blog indexed by Search Engines is relatively easy – you write, get linked to and the Search Engines follow the links and find you. Et voila! However, for most bloggers, ranking highly is more important and doing so on Google in particular for some it’s for bragging rights (egosurfing and the like) but, for business bloggers, it is for commercial reasons. Lets be honest, getting found means more potential readers and so more potential customers.

However, although we tend to use Google in the singular, there are many different Google search results for the same phrase, the primary factor being where you are searching from.

We know that Google operates Google.com as the global search engine and then a large number of individual country search engines, the UK one, for example, sitting at www.google.co.uk. The results at Google.com and Google.co.uk vary quite markedly with more relevance given to sites which are country specific in the google.co.uk results. There is also a third option which I am primarily interested in here, which is for “pages from the UK” only, and is activated by a click box as you can see below.

To be included in this listing, Google needs to ascertain where a blog writer is located so that they can decide whether they should appear in these results or not. This they have generally done either using the country suffix on the domain so for UK results, .uk as in .co.uk or .org.uk – or where the IP of the host server indicates they are based. Result – if you are a UK blogger with a.com domain and host it in the US then there is no way of Google to know that you are UK based and so you are excluded in a uk only search.

With me so far? Good. (Oh and by the way, this is the same for all other countries, US expected)

However, rather than suddenly reach for the UK Hosting Directory, Google it seems has now offered a solution to ensure inclusion, by allowing us to associate our sites (and blogs) to a particular country, no matter what domain name or hosting we have.

As outlined in Better Geographic choices for webmasters:

Starting today Google Webmaster Tools helps you better control the country association of your content on a per-domain, per-subdomain, or per-directory level. The information you give us will help us determine how your site appears in our country-specific search results …

So, pop along to Google Webmaster Tools and get yourself associated with the country you are targetting – you can only do so with one at the moment so don’t try to be greedy, but it’s probably worthwhile and certainly if you are not appearing where you would like in your country specific results.

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Over the weekend, I popped into Waterstones book shop in Richmond a frequent haunt in the days before Amazon and still a favourite one. On this occasion, rather than my normal top floor seat in the business and foreign language section, I had to be content with the ground floor (baby + pram + no lift = ground floor) and so spent a few moments looking through the books on the current Best Sellers lists.

There were some authors there that I recognised, and a number that I did not. What I certainly did spot was the number of books which were connected in some way either to either TV programmes or films currently on at the cinema. Jamie Oliver at Home was at the top of the hardback list while Atonement sat astride the paperback list with Nigella Lawson, The Bourne Ultimatum and Michael Palin’s New Europe all making top 10 appearances. Now, good as they may be, one thing is certain. Without the publicity afforded by the TV shows or cinema appearances, these books would never have achieved the same level of sales or enjoyed the same level of success.

So whats my point? Well, although only a very small number of books published have TV help to promote them, all books need promotion to succeed. One such promotional medium which is available to all authors is a blog, and its a good one at that! Using a blog allows you to get in front of your potential readers, engage with them and hopefully really grab their attention done correctly, it can not only give a feel for the book but expand on it and pique the interest of potential buyers, readers and future loyal fans.

Setting up a blog to promote your book should be an automatic step in the book promotion process and it can be a very powerful approach. However, there are some elements that you should bear in mind to make sure that it will be as effective as possible:

• Give your Blog the same title as your book: that way, when you are promoting the book via the blog or simply promoting the blog, you are still always focusing peoples attention on the key thing you want them to remember, your books title


• Use the same domain name too: for exactly the same reasons, make sure that you buy the domain containing your books name and develop your blog there. You are writing the blog on a specific subject and for a specific reason so make sure that you have a specific domain too. Youve probably seen film companies do exactly the same to great effect with websites to promote their films (eg. Atonement) ... so follow their lead!


• Make sure it is linked visually with the book: take the graphics from the cover of your book and build these into your blog so that the two are instantly associated. This will really help from a branding point of view and, when someone sees the book online having visited your blog, then it will trigger their memory too


• Make use of the layout and design: just like a general business blog, make sure that the layout and design works for you to achieve your business goals in this case, promoting your book. For example, get your newsletter sign up box and your RSS subscription logo (I recommend running both) prominent on your blog to encourage signups and then use that information to grow your supporters


• Incentives and Promotions: remember that incentives work – if you’re not convinced then pick up a copy of Freakonomics and see why you should rethink. They do! So, perhaps you can give a chapter away free as a taster, or offer an ebook which develops on some of the themes you discuss in the book. You could even go as far as Seth Godin did when he gave away his book the IdeaVirus in ebook form … this in turn catapaulted the paper copy into the best sellers list! We might not all have the pulling power of Mr Godin, but the principle is a very powerful one


• Use your blog marketing opportunities: just as you would do with any blog, use the mainstream blog marketing opportunities to spread the word about your book. As a start point, comment on other relevant blogs, submit your blog to blog directories, use links and trackbacks and get your RSS feed into RSS Directories. Here are some other blog marketing methods Id recommend considering


• Dont forget your offline and other online marketing: the more targeted traffic you can get the better so dont forget to use other methods which will benefit you. Ive listed some ideas incorporating both online and offline methods in a called 52 ways to promote your blog.

Of course, you need to make sure that you can deliver the content – but this should be the easy part, you are the author after all! Take the opportunity to expand on the themes that you covered in the book, talk about adjacent areas that lead into the subject matter of your book and talk about background areas which will be of interest but which you were unable to include in the book itself.

Use the blog to pique the interest of readers at every opportunity and ensure they remember the name and branding clearly – give them a link to Amazon or your preferred outlet too. Display comments and recommendations from others who have already bought it and ask them to refer people to your blog who might enjoy it. Intrigue them and give them every opportunity to decide that they wish to buy BUT … a word of warning … avoid overtly / directly selling to them.

Above all, enjoy doing it, just as I enjoy sitting and reading what others have written, whether I’ in a Richmond book shop or online. If you enjoy it, then it will shine through in the writing on your blog. When that happens, your readers will be able to share your enjoyment and enthusiasm and, as likely as not, then enjoy reading your book as well.

Footnote: if you are considering writing a book but need help and guidance as you do it, then can I recommend a chat with Mindy Gibbins-Klein “The Book Midwife – you’ll find it will be time well spent!

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I guess that this is probably the key question for any organisation looking to create their own corporate blog. My answer: one which fulfils the purpose that it was created for.

This may sound evasive – a “cop out” if you like – and I suppose that, in a sense, it is. However, with so many different types of corporate blog, it’s simply not possible to give a single definitive blueprint for creating one.

For example, the style and goals for a so-called CEO blog are going to be very different from one designed as a product blog. Likewise a corporate blog which brings together a community of users and developers for market research or product development, will have a very different definition of successful from an “expert blog” written by a specialist lawyer looking to directly improve his/her profile and reputation.

However, what they will have in common is likely to be a clear set of objectives, albeit all different, which they are focused on achieving. These objectives would have been identified as part of the planning process and should always be in the back of your mind when writing and promoting your corporate blog.

What might your objectives be?

Ideally, aim for specific objectives and where possible ones that you can measure – attempting to quantify the ROI of a blog may seem a long way down the line when you start but believe me you will be asked the question at some point! However, in reality, you are more likely to have a mix with a number of general objectives and some specific targets thrown in.

In most cases, people start with general objectives such as increased branding, improved reputation or a greater level of recognition. But, if you can add in areas where measurable results are possible, then this will help determine whether the blog meets those objectives and hence “qualifies” as a success.

Some possible metrics that you could consider, include:

• Increased enquiries generated through the blog using specific email addresses or forms


• Incremental sales which can be tracked back to the blog


• Sign ups either to your newsletter, white papers or other sources of information


• RSS subscribers to the blog or individual categories within the blog if the level of content warrants it


• Inbound links generated by the blog when others reference and link through to the content


• Better Search Engine positioning because of the blog’s regularly updated content, internal structure and inbound links


• New products identified and developed through the market research or product development carried out on the blog


• Customer queries answered leading to reduced customer service or technical support calls

Of course, not all of these will be relevant to you so use specific criteria which focus on the reasons for establishing the blog in the first place. In some cases, there will be a single overriding criterion which will be the sole indicator of a blog’s success or failure.

Some pointers for your Corporate Blog

If I had to make some suggestions as you start a corporate blog, which I believe will help it to achieve the goals that you have set for it, then I would recommend:

• Don’t try to be everything to all people: the best type of corporate blog will identify the people it wishes to appeal to and will be written in such a way that it attracts, retains and develops that audience;


• Plan, focus and stay true to your goals: you planned your objectives when you started, so try not to be distracted from them. If those are what you want to achieve, then make certain that you concentrate on them and don’t get pulled off in different directions;


• Write interesting, compelling, focused content: you know the audience you wish to attract and hopefully you also know what will interest them. So try to present them with that information in a way which is authentic and which communicates the passion that you have for the subject;


• Launch it properly: Plan the launch and make sure that you use all of the means at your disposal to tell people about it. Get your Foundation posts in place, use your mailing list, pre-announce it if applicable, create online press releases to support it and ensure that you put some weight behind the activities. If you believe it’s worth reading (and let’s hope you do!) then tell people and enthuse about it;


• Market it religiously: there is no point in having a blog and just letting it sit there – tell people about it. Use all the methods available both online and offline, generic and blog specific and then use all of them again! While your writing will hopefully attract readers over time, you should still “spread the word” at every opportunity.

Ultimately, the person best placed to judge whether the corporate blog you are running has been a success is … you! So give yourself the best chance to make it a success by knowing what you want to achieve with it and then going all out to make it happen.

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Well, clearly Amazon believes that they have an important role to play in guiding potential customers to their site. They have just launched a series of widgets that bloggers and online social network users will be able to use, primarily as part of Amazon’s affiliate program.

And just why is this avenue so important to retail organisations? The reason is that the personal recommendation is a powerful tool for retailers – in fact probably THE most important one they have if used correctly. Quite simply, we all rely very heavily on the opinion of friends or colleagues that we trust when making a buying decision.

Online word of mouth, as I mentioned in Blogs, Peer Review and the Retail Market, holds enormous sway with customers and is going to be increasingly important. This is primarily down to the massive increase in the levels of online communication via blogs and social networks. But, importantly, this is not only the case with the so called Generation Y but with people of all ages as the increasing average user age of both MySpace and now Facebook is clearly demonstrating.

So as a small business looking at retailing online, what can you do? Well, we will be looking at this in more detail next week as part of the Small Business Series on Better Business Blogging. But in the meantime, take a leaf out of the “big boys” book and think about making your own widget which you can distribute yourself to help publicise your online shop or products.

For some ideas on creating widgets yourself, have a look at All about Widgets which is an excellent start point – it will also direct you to places and resources that you really should visit.

In the meantime, try to keep an eye on what the main players in your own market sector are doing and, where possible, employ similar tactics to raise your own profile!

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