|
Blogging 201: Good Practices
and Producing Income
Q:
Now that we’ve learned
about the basics of starting a blog, what else do we need to know about using
one to promote business?
. . . . .
. . . . . . .
A.
By now I hope you’ve set up
your blog, and you’re posting to it regularly. Here are some guidelines for
making sure your blog is moving you and your business forward.
Content, Credibility and Thought Leadership
Extend your credibility
among customers and colleagues through use of your blog. Start by keeping your
content fresh. That will encourage visitors to return to your blog regularly.
Regular monitoring of other
blogs and Web sites, particularly those of your competitors’, can be quite
enlightening. Do you know what’s being written about you on the internet? Try
using blog search engines like blogwise.com, technorati.com, and
blogsearchengine.com to see what’s being said about you, your industry and your
competitors. Once you’ve done your homework, then blog about trends in your
industry to show your customers and colleagues that you are a thought leader.
Prepare a list of
self-imposed guidelines about what information you will, or won’t, share through
your blog. Some bloggers find themselves divulging too much. From staying
within legal parameters (no libel, please!) to avoiding the sharing of trade
secrets, your guidelines will keep you out of hot water.
Developing Readership
Be sure you let your
customers and colleagues know you’ve started a blog. It’s no field of dreams!
You’ll have to let them know it’s there by providing them with the URL.
Linking is an obvious way to
promote your business. As we’ve discussed in past columns, links TO you are the
most valuable. While doing those searches mentioned above, make sure you submit
your blog’s URL so it will be included in the engine listings, too. Consider
asking individual bloggers who write about your industry to link to your blog
and your Web site.
Why not get your employees
involved and ask them to link to your company Web site and your blog, too? If
your employees do start their own blogs make sure they adhere to your guidelines
when it comes to publishing anything related to your business.
Advertising Revenue
While you might never
consider putting other people’s ads on your regular Web site, your blog might be
a good source for that kind of income. Google, AdSense and others will pay you
for clicks to their advertisers that come from ads they place on your blog. You
can also seek other, complementary businesses to advertise, using any parameters
you want. Just don’t go overboard. Too many ads and not enough valuable content
could cause your visitors to wonder whether your blog is meant to help them, or
simply to produce revenue for you.
The best way to learn more
about these ideas is to study other blogs. But don’t be afraid to develop your
own standards. Be creative and you’ll attract a following that will help your
business succeed.
Jill Hurst-Wall of Hurst
Associates in Syracuse, is a digitization and competitive intelligence expert
who uses her blog to promote her business. “I've met potential clients through
my blog as well as making valuable industry contacts,” Jill explains. “My blog
helps clients realize why they should do business with me.” Jill also teaches a
workshop in business blogging. Learn more at her website,
www.hurstassociates.com.
Yes – blogging regularly can
be a chore! But the benefits can be worth the efforts.
Considering the cost of
entry – your time and no more – blogging is a great way to promote your
business.
© 2005 Trisha Torrey
Trisha Torrey, owner of IntegriMark Communications and author of http://411, has been helping businesses score on the Web since the mid-1990s. From large corporations, to non-profit organizations, to individual entrepreneurs, her advice, planning and development services have helped raise the Web marketing bar while keeping a keen eye on the bottom line.
Email questions to her at: questions@http-411.com .
|
