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  • Warren: Blogging and Social Media definitely go hand in hand. Having a successful social presence can do a lot for a...
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    Business Blog DiaryPrevious 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

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    Business Blog DiaryDaniel was visibly excited – Monday was the day that he had pencilled in for the launch of a blog that he hoped would be the mainstay on his online presence, designed to help develop his business.

    While Monday was the day when the wheels were starting to turn in earnest, it had been some 4 weeks since Daniel had first decided that his business really needed a blog. He’d been noticing a drop off in prospect calls over the previous weeks (perhaps a factor of the credit crunch and the current economic situation) and had begun to feel that he didn’t have as much contact with his customers as he would have liked.

    What was certain was that he was determined that his would not be one of those businesses that didn’t make it through – that much he was very clear about.

    He’d also noticed that blogs were cropping up in lots of different places. Sure he’d seen that the BBC and The Guardian had lots of blogs and he particularly liked reading the comments that other people left on the articles. “You get a sense of what people really think rather than relying one person’s opinion”, he had explained to friends. “It’s more like taking part in a conversation than listening to a speech.” And he preferred that.

    More importantly, he had noticed a couple of his competitors had started blogs and were clearly getting attention because of them. One had even been featured in the main trade magazine which he had been trying to get a mention in! People were also leaving comments on them so clearly they were spending more time on his competitors’ sites than on his own.

    It was this that had swung it for him. He was just as much of an expert as they were, perhaps more so, and yet they were getting all the attention. He needed to make sure that more came his way and so it had been key to find the best way to get that information out in front of his prospective companies. He’d also been reading that it was important for sites to be “sticky” and have ways to encourage people to spend more time on them and he’d been advised a little about optimising his website for Search Engines.

    Lots to do, but a blog seemed to have a key role to play in all of these areas and Daniel was looking forward to see the results it could achieve for him and, more importantly, his business.

    Next Instalment: Part 2 – the preparation

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