Business Blogging—a marketplace differentiator

Yeah, I know, when you think about competitive advantages, your mind instantly turns to price, packaging, promotion, and all that other MARKETING 101 jazz. But what if you’re already doing all of that and (because everyone else is doing it too) you still need more of an edge? Well, how about blogging?

Remember:
· People do business with people they like.
· People do business with people like themselves.

Blogging is a great way to convince current and potential customers that you fit into one of these two categories. And it offers the chance to reinforce that conviction repeatedly over time.

In an earlier “marketing thought” I described the persuasive power of stories. Blogging is an efficient way of telling stories that will present your people and product(s) in a positive light. Business contacts tend to be impersonal. Blogging puts a personal face on your company and product or service, building an emotional connection that increases your chances of acquiring and retaining customers.

Potential blogging topics
1. Think anecdotes and personalities—“personal face”—remember?
2. Talk about how your company was founded—what are its “roots.”
3. Provide personal details about your employees (include pictures!) tied to what they do at work.
4. Talk about the procurement or manufacture or quality inspection of your products.
5. Discuss your employees’ qualifications for providing whatever service(s) you provide.
6. Provide pictures (literal or through words) of your facilities.
7. Talk about what went into developing or introducing a new product or service.
8. Provide a case study or testimonial.
9. Provide a tip or suggestion, and describe where it came from (who and why).
10. Describe your experiences at (or reactions to) an industry event like a trade show; provide information about upcoming events.

You can provide a link to information about products or promotions, but make it an “afterthought.” Lead up to it indirectly, keep the reference brief, and provide a link to the detailed information.

Who should blog
Unless you have someone who is unusually prolific and verbose, you’re going to need either an outside writer or a team of several contributors. Not everyone will be a good blogger—do an internal “talent search.” Look for passion, and hire professionals to “polish” your postings if necessary.

How often to blog
At least once a month for B2B, and probably not more than once a week.
At least twice a month for B2C, and probably not more than twice a week.
The more “pithy” and relevant your blogs are, the more people will want to read them.
Create a publishing calendar or schedule. Don’t leave your timing to chance.

Treat this like any other marketing initiative; set objectives and track readership and results.

If you think blogging sounds too “artsy-fartsy” to provide concrete business results, then you’re going against the corporate marketing wisdom of companies as big as Boeing, Dell, Kodak, and General Motors, and as small as... me!

Intrigued, but don’t know how to get started? I can help with everything from technology to identifying potential contributors to creating postings. Give me a call!