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Combating Blogging Anxiety:
Why a Business Blog May be a
Smarter Idea than You Think
By Michael Brown
Accepted for publication in IndUS Business Journal
Struggling to envision how a blog could possibly help your business? Perhaps you’re of those who look at new social media websites such as Twitter and sarcastically think, “Yah, that should help” or maybe, as I have heard many remark, “I don’t even know what a twitter is.”
Well, you’re not alone. It seems there’s no shortage of skepticism and bewilderment from the entrepreneur with regard to social media, and one can hardly blame them. After all, these people have built, maintained and expanded their various enterprises without the help of Youtube channels, Linkedin, Facebook or any other new “tech fad, thank you very much.”
The problem for this group—aside from missing out on the joys of Youtube tomfoolery—is that those who do understand the value of social media are not alone either: in fact, their numbers are multiplying by the second. They are connected as never before and are rapidly changing the way businesses communicate—one blog entry at a time—and doing so with enthusiasm that even I consider to borderline on hysteria. They are putting into effect what Ken Lizotte calls “creatively leveraging the Internet,” as explained in his new book The Expert’s Edge: Become the Go-To Authority People Turn To Every Time (McGraw-Hill): “Like other thoughtleading (business development) actions, a blog will powerfully set you apart if you treat it as a tool.” In other words, work it, do it… don’t ignore it!
And so it is with social media: the experienced entrepreneur may scoff at these trends, doing so at his or her own peril. Others, perhaps emerging entrepreneurs, may see the business value but are baffled as to the practicalities. And the younger generations, who wield these social media tools almost instinctively, are often too low on the business chain of command and hence apprehensive about making the “social media” presentation to a stuffy Board of Directors. Yet the of role social media in contemporary business continues to expand, in spite of the confusion and contempt, and it looks like there’s no heading back.
Let us start then by emphasizing the business value of the blog: the simplest of all social media tools. Forgoing the “how” of blogging let us delve right into the “why”. Why is blogging a good idea for a businessperson or entrepreneur? What is the value, and how would it be measured? Will anybody read it? Is blogging really worth all the effort? There’s an awful lot of awful blogs out there… how can I be sure mine would be any different?
While addressing every issue of blogger anxiety is impossible, there are several reasons, from a business perspective, that make blogging a wise strategy. Here they are, in no particular order:
- Speak with your customers, not at them. A key component of any business is communication with customers. Unlike traditional marketing, a blog allows you to converse with the customer or client, rather than blasting them with promotions and advertisements. It has been said that marketers can no longer expect to reach their audience through mass-marketing, as the routes of communication are narrowing, and with the proliferation of social media, this is undoubtedly true. People don’t trust commercials any more (if they ever did), but they do trust real people.
- Voluntary Association. Ever feel like you may be pestering customers and potential customers with your e-newsletter, your pop-ups ads or your eBlasts? Well, you are! A blog, on the other hand, is entirely voluntary: nobody forced or tricked the reader to the site; nobody forced them to comment on an interesting post and certainly nobody demanded they visit the blog again. Creating voluntary on-line relationships with your customer base or audience will trump even the most flashy piece of down-your-throat-marketing any day of the week.
- Community Building. A well-written blog is inherently interactive, and will facilitate conversation among its readers—many of whom will be complete strangers to one another. Naturally then, a blog serves as a de facto networking forum, introducing people with similar interests and backgrounds to each other in a simple and straightforward manner. More importantly, it will get them talking about your content and ideas, which leads us to…
- Feedback. Have you ever wondered what your customers are saying about you, your products or your services? A blog will allow you to receive instant, honest feedback of your work and opinions, without the hassles and expenses of surveys or focus groups. The information you receive in your comments section will prove to be extremely valuable when assessing aspects of your business.
- Media Coverage (Free Publicity). One of the simplest ways to enhance your company’s search engine optimization (SEO) is through blogging. Google, in particular, will consistently rank your site higher the more the content is updated. With a blog, unlike other parts of the website, the content is (or should be) updated with regularity, thus enhancing your page rank and views.
- Thought Leadership. Let’s not forget that a blog is essentially an on-line database of your ideas, which means the material you create will help distinguish you as an expert, even if nobody reads it! Potential customers may be referred to your blog and realize (again, perhaps just by scanning the content) that you are someone with strong opinions and a thorough knowledge of your field. According to Columbia University, the national media finds almost 80% of their subject experts through blogs. Want to be quoted? Want recognition? Then you need to start blogging.
There are other reasons why blogging is a wise business move, but if you aren’t convinced already, you may be far too cynical for salvation. In any event, keep an open mind about the benefits of writing a blog—you could help your business thrive in ways never imagined.
Michael Brown is a freelance writer and Deputy Imaginative Officer at emerson consulting group inc. in Concord, MA. Contact him at mike@thoughtleading.com or via www.thoughtleading.com