Obviously, at that point I didn't understand the phenomenon social media was becoming, nor the idea that businesses and nearly a billion people worldwide would become regular users and content creators. (Granted some of that “creation” is horrible—people, please stop with the “bet you can’t name a movie that doesn't have the letter e in it” posts!)
Not on Board Yet?
But there are still many business owners who are not yet on board with social media. Maybe they don’t believe it will bring in a return on their investment, they don’t have time to manage the effort themselves and perhaps they’re overwhelmed by the sheer number of channels and changes. I’m in the marketing and media business and I’m overwhelmed sometimes.
Another reason why business owners may not believe in the power of social is because they aren't active participants themselves. Business owners are human and have their own feelings about how public or private they want their world to be. But just because one doesn't personally Tweet, Link-in, blog or post doesn't mean these things shouldn't be happening on behalf of your business.
First Step – A Business Blog
Where to begin? A first great step is with a business blog. I know the word “blog” makes some people smirk not just because the word is a little funny but because many people associate it with journaling. But a business blog can generate leads, eventual sales and is a key building block to your company’s social strategy. It’s like a newsletter on steroids-- wider circulation, more flexibility, huge sharing potential and less cost. Note I say less cost, not NO cost because it does take someone’s on-going time and effort to create a strong editorial calendar and compelling content. Need more convincing?
Blogging Brings Focus
When you create a 6-month or annual blogging calendar, it automatically gives you the opportunity to focus in on issues that are vitally important to your business. These blog entries will be of interest to potential customers and allow you to showcase your thought leadership with employees, business partners and hiring prospects.
Blogging Helps Search Engine Marketing Ranking
Google and other search engines use complex algorithms to serve up what they deem the most relevant content to their users. Every time you add an entry you’re adding new ideas and stories that were not on your site previously. Fresh content has become even more important because Google recently modified their algorithm to push new content to the top of rankings for many searches. Better search rankings, better chance your potential customer contacts your business instead of your competitor.
Blogging Shows You Are the Authority
Customers and potential customers want to buy from a company that is the authority in the field. By posting regular blogs, you show them that you are up to date, innovative and thoughtful.
Blogging Helps Showcase Partnerships
Blogging allows you to link internally within your own website and externally to other sites. Links are a major way to increase your ranking on search engines. Linking to partner companies is also a great way to build business relationships and loyalty plus it provides you with the chance to ask that company/partner to reciprocate.
Now You Have Something to Put “Out There”
Once you have built a library of blogs you have created that magic marketing buzzword, “content.” And as long as you keep on blogging, you will always have content to put out there on Facebook, Twitter and LinkedIn. Asking potential customers to subscribe to your blog also gives you the opportunity to have an on-going contact with your customers.
If you’re a business owner ready to get started and need some guidance, contact me and let’s make a plan. Also, for some great marketing tips for small business owners, follow this blog "The Boss" at the NYTimes.
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