Bloggers know it. Google knows it. But, many businesses still have an unhealthy shyness about blogging. Mark Ford of Red Website Design even went so far as to say 'social media strategies will fail without one'. I agree. It is the lifeblood of all your business social media messages, and the greatest information archive easily available. So how do you get others on the blog bandwagon?
Consult a specialist
There is still a lot of stress around social media. How much time will it take? Where will I get the information? Who is going to manage it? All relevant questions. But, a blog can address all of them. Get your communications staff person or consultant to generate your blogs. Keep them short: 3 - 5 points (paragraphs). Incorporate 2 or 3 links. Use the blog information to feed your hungry social media sites – Twitter, Facebook, LinkedIn. There, that's one stress factor under control.
Use standard planning
Blogging is most successful when integrated into your marketing strategy. Just plan for it, and, it will happen. Think media release, e-blast, advertising and social media—all rolled into one. Tools like Hootesuite mean you can manage what you say, which platform it goes on and when it goes live on just one site. It will become like any other daily task - reading emails, going to meetings, having a cappuccino. When it is part of your daily routine, you don't have to think about it - just do it. Another stress factor sorted.
Businesses use blogs in their web sites for their organizing and archiving abilities. Then they call it something other than a blog—something that suits their brand and their clients. I call it the 'big blog advantage'.
Business benefits from blogging
Ford lists nine reasons for blog success in social media strategies. If you are struggling to get your managers, team or self committed to a blog, here's motivation from Ford:
Blog and be happy - and see the healthy business benefits.
It is not unusual to hear a variety of reasons why a SME has not or will not commit to social media marketing (SMM). Time. Money. Resources. But, a little of all of these can generate big wins. And, SME teams have advantages over larger organizations in getting a great ROI on their social media initiatives. Today's clients expect to find you there: that is a great reason to get going – whether it's for the first time, reviving your existing platforms or launching a new campaign. Here are reasons why SME and SMM are a great team.
5 ways SMEs are already on a winning streak
Social media is all about engaging with clients. For many, scoring points is just about getting in the social media marketing game.
5 Reasons SMEs are most likely to succeed with social media
SMEs survive and thrive because they are customer-oriented, flexible and responsive. Social media marketing needs all these business aspects, and gives you established, online platforms to take the lead with your business. You can succeed because you:
5 great social media tips
Be a winner: Be positive. Celebrate. Congratulate. Appreciate. Today's social media fans can become your future loyal followers.
Make social media marketing a key component of all your SME business plans.
Kate Harrison Whiteside has over 25 years experience in plain language, writing and editing, training and consulting.