Previous Instalment: Part 1 – the decision
At the end of the day, the decision had essentially been taken out of his hands. Daniel could see that his competitors were already benefiting from the type of industry exposure and customer contact that he had envisaged getting for his own company. And this was coming from their blogs.
However, this was NOT about keeping up with the Joneses – that would be pointless. To make it work for his business, he knew that he had to have a clear idea of what he wanted to do with the blog and what results he wanted it to achieve for him. He also needed to be clear about the people he was looking to attract to his blog – if he knew that then he could focus on writing articles that they’d want to come and read, and pass on others. This sharing of content was going to be key.
This was the business marketing side and he felt comfortable with it – after all, it was what he knew and was passionate about. However, he also needed to know how to really use blogs and get the best out of them. How could he engage with his readers, how to set up a blog, what software to use, how to get it into Google? So many questions and much of which he felt he knew little about.
He had to start somewhere. So he decided to check out what similar companies were doing online and how they were using blogs to promote their businesses. His searches on Technorati and Google’s blog search gave a lot of good starting points – he then followed the links they referred to and added the best ones to his RSS feed so that he would receive their news automatically. He could see RSS was going to be a real timesaver and made a mental note to make sure his blog would offer it too.
He also used Google to search on “Business Blogging” and that provided some excellent reference sources – the more information he had, the better equipped he would be to get the best results out of the effort he’d be putting into the blog.
Based on the advice there, he decided that the blog should appear as part of his current website as that would help promote all his other pages as well and that he would integrate it properly. It would give visitors to his site the ability to leave comments and ask questions directly – a great plus in developing closer relationships with them. It would also distribute and promote his information automatically for him, giving his company greater visibility.
Having looked at the alternatives, he decided that a blog system called WordPress would probably offer the best solution – lots of future development potential and tried and tested on many thousands of blogs. In this instance, going with the crowd did seem to be the best option. He’d need to load it on his own server but it looked straightforward and, during his research, he’d also seen there were people around who could give help if he needed it.
He felt that his readers would appreciate a constant flow of articles but would probably feel overwhelmed if he tried to send information every day. He planned to post 2 to 3 times a week and worked from that standpoint. He also felt that the he had a handle on the sort of information they wanted – a mixture of industry information, links, informed opinion and an insight into what made him and his company tick. He also wrote out a big “Don’t try to sell!” post-it note to remind himself that the blog was not a direct sales tool. That he knew would just be a turn off to his readers.
Feeling much more comfortable about the organisation of the blog, it was now time to put that into action, get it set up and work out what elements would be important to make sure it had a successful launch.
Next Instalment: Part 3 – the launch
Tags: Blog Diary, Blog Marketing, Blog Planning, Business Blogs, Small Business Blogging