Top 3 Misconceptions About Business Blogging

Have you heard the buzz about business blogging? Have you noticed how even big companies like Microsoft, Accenture and Starbucks are at it these days? There are some business owners who dismiss blogging instantly; who believe that it still has no place in the marketing arsenal of any ’serious’ business. You know what? It’s probably because they’re afraid of change, perhaps feel threatened by something they don’t really understand and are completely confused by the whole social networking phenomenon plus they have no idea where to start. If that’s you, then worry not…all we ask is that you keep an open mind; begin to question why, if blogging is such a flash in the pan, all the big marketing, PR and other organisations are now doing it; and consider that there may well be something in it for you too! If, on the other hand, you’re mad keen to get started because you’ve heard how blogging can get new customers throwing themselves at you, hold your horses because that’s not necessarily true either! In our role as blogging consultants and advisors, we’ve come across many misconceptions about using a blog to market your business and how to start a business blog, these are the top 3… 1 - It’s not for serious businesses Big mistake; if it’s not for serious businesses, then why do we have the likes of Microsoft, Starbucks and other ’serious’ businesses blogging? (by serious, I mean big money businesses and I’m guessing you do too). What blogging has done for many of the bigger companies is put a human, more approachable face on to the front end of a sometimes demonised machine. Even if you’re not a large corporation, a business blog gives you a way to be more approachable and less threatening to your prospects; it also enables you to interact with them in a less sales-y environment. 2 - A blogspot/blogger blog will do A blogger/blogspot blog will do if it’s just one you’re using for practice and to hone your blogging skills; it will absolutely not do if it’s to be your main business blog and one which you want to look professional and present the *right* image to your prospects and clients. To find out why, watch out for our article next month, in which we’ll be summarising the main blogging platforms to help you select the solution that’s right for your business. 3 - A blog will generate an instant flood of traffic. Another big misconception is that adding a blog to your existing website or starting a new blog will drive an instant flood of visitors and traffic to your site. It might…but it’s unlikely. It’s true that the search engines like blogs - largely because of the fact that they are (or should be) updated on a regular basis with relevant content. However, like any marketing tool, a blog is only as effective if (a) people know about it and (b) read it. In order for this to happen, you must consider creating a blog marketing plan which is your roadmap to how you’re going to market and publicise the blog so it benefits your business.

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