Blogging for Business by Geoff Livingston

I attended the “Blogging for Business” session presented by Geoff Livingston of The Buzz Bin on Sunday at PodCamp Philly.  If you don’t know who Geoff is, allow me to implore you to get yourself acquainted with him stat!  I don’t have his book, Now Is Gone, but it’s certainly on my list to get.  He knows New Media for Business inside and out.

Here are some of the session highlights:

Problems With A Business Blog

  • Corporate entity (not a person)
  • Lacks authenticity in messaging/is over messaged
  • Legal issues
  • Afraid of negative feedback
  • Not community-oriented
  • Does not achieve sales/marketing objectives

Value Proposition And Your Business Blog

Business blogs, as a rule, need to communicate the business value proposition.  What is a value proposition you ask?  It is communicating to the world your brand: what sets you apart from others and why people should listen to you, use your services, or buy your product.  Once you capture, or embrace, the target stakeholder through a clearly defined value proposition, you can begin to build community through your blog.

WIIFM: What’s In It For Me?

Stakeholders want know what’s in it for them.  Not only do they want to feel like they are being listened to, but they usually want something in return for their time and attention.  Your blog is not necessarily about you, it’s about your target audience and giving them something of value. GrokDotCom has an interesting article about WIIFM and personality types.

How To “Capture” Your Stakeholder On Your Business Blog

  • Have a clearly defined and easy to find call to action
  • Include an RSS feed or email sign up link
  • Include links to other social media sites: Facebook, LinkedIn, etc.
  • Offer a special event to your readers (webinar, etc)
  • Get into deep conversation with your stakeholder (be sure to allow comments and comment back)

In summary, business blogs may not be for every business, but if done correctly, blogs can promote your brand’s awareness, build community, and capture leads.

Thanks Geoff!


Blogging for business

The Blog Phenomenon

Over the past few years, blogging has become incredibly popular.  Blogs started out as soapboxes for people to spout off about what was on their mind, whether it be a rant, or to document something personal.  In recent years, blogs have become much more than that.  They have become the go-to source of information for an infinite number of topics. You name it, there’s probably a blog about it.  In fact, according to the Blog Herald, there’s probably over 100 million blogs in existence today! Technorati says there’s a blog born every minute in the blogosphere.

Why Blog For Business?

The reasons are numerous, but it comes right down to a simple fact: blogs attract traffic!  What business website doesn’t want more traffic?  However in order to get that traffic, you must have CONTENT on your site.  If not, your blog will be dead in the water.  People want to actually SEE something when they visit your blog; regular content will keep them coming back.  Good content on blogs is the key! Good content should be high quality, concise, and focused on a topic.  Entries should be fairly short; simple blurbs are best.

Other benefits of business blogging:

  • Connect with and respond to targeted customers
  • Increases credibility and positioning as an authority/expert in your industry
  • Builds visibility and brand persona
  • Enhances SEO of your main site
  • Generates leads
  • Can enhance Public Relations and Promotional efforts
  • Can help generate buzz about products or services
  • Relatively inexpensive

While blogging may peak in a couple of years, blogs remain wildly popular and influential. Not only for the infinite amount of information contained within them, but also for the powerful, immediate social capacity within them.  Blogs can bridge the gap between your business and your customers – blogs encourage interaction, feedback, and conversations you might not otherwise experience through other means.  It’s an opportunity for your customers to relate to you one-on-one; and they’ll feel like you’re talking with them, not to them.  It’s a win-win situation if you ask me.

If you want to learn more about blogging and social media and how it can help your business, please feel free to contact me. Email phillymarketing (at) gmail (dot) com.