I come across quite a few web companies that say to clients “you must have a blog”. Crikey, we even said it to ourselves twelve months ago when we started ours. Off we go and start writing, and writing, and writing………One month later we are struggling to write anything worthwhile and start to resent the Blog. I call it Blog Rage, where you blame the Blog for all things going wrong in your life:
“Sorry love, I got stuck at work because I had to write my blog”,
“I wish I could help with the cleaning but my wrists are tired from writing for my blog”
“That other women was research for my blog, I do love you really…”
As marketers we should know better. Before we do anything we should be asking: “What is the objective?” “What do we want to achieve through writing our Blog”. Lets face it, I’m not going to write for our Blog every day if I’m not going to get anything in return. I couldn’t think of anything more boring!
So in true Heavy Chef style, this month we are going to be working on Blogs (specifically for businesses) and the starting point should therefore be clarifying the objective of our Blog. We are also going to be working closely with our most dedicated blogging client – Sophia from The Cape Table Club. Sophia is truly committed to writing on a daily basis buts wants to see the light at the end of the tunnel in terms of a reward for her efforts. I’m sure we’ll also have Karin from Wood You Like joining in, as she is another one of our dedicated bloggers whose blog is certainly help build her business.
So the first question we need to ask is “What do we want to get out of our blog?”
I’ll start the ball rolling:
1) Higher search engine position
2) Greater awareness of our company
3) Opportunity to up sell products (providing we have subscribers who read it)
4) Opportunity to keep in contact with your current customers (if they go there?)
5) Gain feedback from clients on the things you are doing.
6) MORE BUSINESS
Fred will correct me if I’m wrong, but the focus of OUR new blog is to bring about greater website profitability which is gain in three ways:
1) We need more people to find us in South Africa via the search engines, so we are going to use the blog as an optimising tool to gain higher positioning.
2) Testing ground for new ideas that we can then recommend for our clients to make their website more profitable. Thereby growing our knowledge and reputation.
3) A focus point for generating some PR.
- Mike
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