Using a Blog for Marketing - What, How, Why and When

People like to read. Actually - scratch that: people like to read something interesting. Normally because it’s better than doing work. But let’s face it, most websites just aren’t interesting. Typically, you have an ’about us’ page that is dry and boring, something about ’our services’ and then some product pages with the same description copied and pasted from one product to the next. Even if your own website is packed full of zippy prose, you can probably recognise the picture we’ve just painted. But Hey! It doesn’t have to be that way (as the Blow Monkeys once said).

Most businesses are actually pretty interesting. But when we talk to clients (and potential clients) they often labour under the belief that there isn’t anything they can say about their business. Being so close to it, day after day, seems to create an idea that there’s nothing to say about what they do. So when we suggest that they run a blog, talking about their business the reaction is normally negative. At first.

Actually, there’s normally tonnes you can say about any business. It would be fair to say that most of the visitors to your website will be in absolute, total and unremitting darkness when it comes to what your business does. Don’t get me wrong - many of them won’t give a hoot either. But what about those that do? Wouldn’t it be great if they could learn a little bit more about you?

A blog could be the answer…

What is a Blog?

You’re reading one! A blog is a series of articles published by a person or a company - a little bit like an online diary. Like a diary, the best blogs are ones that frequently updated - once a day is the norm (but if you’re busy like us you might only get to do it once a week or so). Normally, visitors can leave comments on each article at the bottom (see below!)

How do I Start a Blog on my Website?

Your development company should be able to give you a quote to either install some off-the-shelf blogging software, or build a custom system according to your requirements. Alternatively, some sites (such as Blogger.com) will let you use their software on your site for free - you might need some information like FTP details from your development company.

Why Should I Blog?

Google loves content. People love content. Both people and Google love frequently updated, unique and interesting content. A blog is the ideal method to get that content onto your website.

If you’ve read a couple of really interesting or funny articles from a blog, there’s a high chance you’ll go back again for more. According to gee-whiz marketing experts around the world, people need to be “exposed to your brand” 6 times before they’ll consider using you. If they’re coming back every couple of days to read your trenchant insights into the shoe industry, there’s every chance they’ll hit that magic target through your blog.

When Should I Blog?

At every available opportunity! For some people this means setting aside an hour every week to knock something quickfire together for the blog. For some people, churning out 3 entertaining paragraphs is the work of minutes and their blog might have fresh content every few hours.

So: blog as often as is practical for you. If that means over a couple of weeks between posts, then a blog format might not be the answer for you.

Some Practical Considerations…

Before you go running off in a state of high excitement to get your pastrymaking blog off the ground, here are a few things to bear in mind.

• Not everyone can write…
  It’s a recurring theme of ours, but if you don’t have a lively writing style and a point of view, then blogging isn’t for you. A good website marketing company (hint hint!) should be able to provide the writing services necessary to take your ideas and make them interesting enough to become part of a blog.
• Don’t make it self-promotional
  If your idea of a compelling blog entry is your latest special offer, then forget it! Nothing it more off-putting in the world of blogs than tedious self-promotion. If you have the odd article here and there then no problem. If your entries are all about your greatness, you’ll soon turn people off.
• Be prepared to have a point of view
  If there’s one big stumbling block that people have, it is being prepared to have a point of view. But it is precisely because blogs allow people to have a point of view that they are so interesting. Remove that from your blog and you’re probably not going to have that much to write about.
• There’s always something to write about
  Whether it’s new government regulations, awkward customer requests, changes in the marketplace or your office has just been flooded, there’s always something happening. You need to think around your business a little bit and look for angles that might be interesting to your consumers.
• Keep at it!
  Like all those abandoned ’latest news’ sections you can see on a million websites that haven’t been updated in 2 years, if your blog ain’t topical then it ain’t doing you any favours.

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