Before you rush in and publish your first post on your new blog, stop. Thats right, stop, hang fire, wait, take a chill pill, or whatever phrase you care to use. First, lets do a little bit of thinking and, heaven forbid, planning before we rush over to the nearest free blog site to register an inappropriate name, choose a bland design and start to write things your customers dont have any interest in.
2. Plan what you want to use it for
[Sorry to mention plan again so early on] If the answer to this is that you dont know, its just that your competitor has just set one up, then go straight to jail, dont pass Go and dont collect 200. You need to be clear what you want to do with your blog right from the start or else you are quite simply planning to fail and join the ranks of businesses with forgettable (and most likely forgotten) blogs. At a basic level, decide if you want to focus on company branding, or perhaps differentiating your services by writing about your specific expertise or perhaps carrying out market research with it in fact any use other than Well, Im not really sure.
3. Decide who you want to read it
Everyone anyone someone?! Try to be all things to all people and the likelihood is that youll fail to appeal to anyone. The best types of business blogs tend to be specific in nature so, if you know who you are writing for, then you should be able to write things that are going to interest them. If they are interested then theyre going to come back and read some more and maybe even pass on the news to others that theyve found a company who really knows what theyre talking about. Sounds like a plan to me! (plan sorry)
4. Check out other blogs in your market
When you move to a new neighbourhood, youll always want to visit the area first, have a look at the other houses, see whats going on, maybe talk to some people and listen to what they are talking about. See who people take notice of and who runs the local sports club that you are interested in. You get to know the place before you move in. Do the same with blogs get to know the blogs that already exist in the market you are going to be writing about. Use a Blog Search Engine like Technorati or Google Blog Search to see whos talking about what and how the blogs are being used. You might get some ideas for when youre planning and putting together your own!
5. Decide what you want the blog to achieve
And while we are thinking about the blog from a business perspective, how about some targets? You just know someone, sometime, somewhere is going to ask about Return on Investment (particularly in corporate blogs) so make sure you can tell them what you planned to achieve and whether it hit those targets. Youll need to measure the results of course and decide on your criteria – sales enquiries, newsletter signups, referrals, reduction in customer support requests or reader numbers are just some of the ones you could use. In any case, if you dont know what you want to achieve then how can you tell if you are doing the right things?
6. Decide where to run your blog
And dont say Blogger! (I still prefer to have control over the information in my blog when its such a key part of my marketing.) My question is really whether you want to have it on your own website or run it from a separate domain? Lots of variables you can take into account but when it comes down to the nitty gritty, if it complements what you have on your website then integrate it; if you want to take a different stance in your blog which doesnt sit comfortably with your main site, then use a different domain. From an SEO perspective, no issue same domain.
7. How much time to spend on it
Blogging takes time – there is the research as well as the writing that you need to consider and although there are lots of ways to help streamline this process, the posts still have to be written and you are going to want to maintain the quality of what you produce as well. The posts can take a number of different forms from Foundation posts at the start to long involved articles or simple link referrals – all are valid if they add value to your readers. Anyway, I digress. Plan how much time you are willing to dedicate to your blog, you’ll find it much more relevant than deciding how often you want to post.
8. How do you want it to work with your business?
As I mentioned in a recent post, no blog is an island, so you need to make sure that the blog can work with other parts of your business. Plan (damn, damn, damn) how you want it to work with the other activities that you have ongoing or at least that you know how you are going to achieve it. A blog can do lots for you on its own but it can do even more when used in conjunction with the rest of your business.
9. Check if you really need a blog
This may sound bizarre given all that I do here to help people use blogs to promote their business, but its a really valid question. Youve looked at the other points above? Have you got answers to them and, with those in hand, do you still want to run a business blog? It’s good to be clear from the start that a highly effective tool when used correctly and worse than useless if you are going to start it with lots of enthusiasm but no planning, only to let it die as soon as that initial enthusiasm wanes. However, if the answer is still Yes, then great – now you can get started properly!
As you may have noticed, there is a theme running through all of these elements and that is … planning! Planning, or rather the lack of it, is the root cause of more blog failures than anything else, either because they lose focus in terms of content or business focus, or because the author(s) lose impetus. All things that can be avoided with prior planning. So don’t fall into that trap and before you start your Business blog … stop and do the planning which will ensure your blog is a success.