I wish I understood the stigma people attach to the mere idea of blogging, whether it’s for their business or for themselves, but I don’t. One of the pushes we’re making this month here at Trademark Productions is a selection of social media packages, some of which include blogs written by yours truly. Aside from blogging for our clients, I also blog for TM and then for myself two to three times a week to support my books. That’s an awful lot of blogging and I’m starting to understand why it’s been a struggle to get my next book written.
Regardless of that, many of our clients and potential clients tend to view blogs as just a way for someone to vent about their feelings, which is hardly business-like. On the opposite end of the spectrum, some folks think a blog for their business is simply taking a pamphlet of information about a product they sell, typing it in and publishing it. That’s a no-no. Besides, if somebody wanted to read the pamphlet, they would. What people want and why they look for a blog is to see what “you” have to say about that product.
A blog is your company’s loudspeaker. Instead of just telling people how arbitrarily great your business is—think about all those interviews you see with actors talking about how fabulous their latest film is and giving the same statements that we always hear—give them some specifics. Mention some testimonials given to you from clients. How about some articles written about your company in magazines or newspapers? And if you’ve been featured on the news, why not post a link to the video or just skip that and post the video itself on your site? Remember not to be so self-congratulatory that it comes off as arrogance. Readers don’t like that.
Do you have things coming up? New advancements? New products? Are you wondering what people think of your products? Tell them. Ask for their feedback. Maybe instead of asking “Do you drink your morning coffee from our officially licensed Dean Duncan Jones coffee mugs?”, try “What do you like about drinking your morning coffee from our officially licensed Dean Duncan Jones coffee mugs?” Then there’s always the “If you don’t, what would you like to see different with the product that might get you to purchase one and have coffee with Dean’s likeness staring back at you each morning?”
Open-ended questions will produce better results than simple yes or no answers. Yes or no doesn’t help you figure out what’s working or what isn’t. And blogs are a phenomenal way to reach out to people and get their feedback.
That will be my final point with this today, too. Feedback. Writing and publishing a blog is only half the battle. You need people to read you. You need people to stay interested in what you’re saying and you need them to feel like they’re an important part of what you do. Your company exists because someone buys your products or services. Treat them well and they’ll stick around.
What kinds of blogging success or horror stories have you had?