Here’s how blogs can work for you
For the AJC
Sunday, May 24, 2009
Blogs are spreading faster than kudzu in the business world. Why? “Because, when done effectively, they are a great marketing, sales and public relations tool for corporations or entrepreneurs,” said Barbara Giamanco, CEO of Talent Builders Inc., which helps professionals attract business and increase sales by using social media strategies and tools.
“You know it works when you start getting calls from people you don’t know who want to work with you,” she said. Recently, Giamanco garnered a major corporate client. A friend had referred her, but before calling, he did an online search, and read her LinkedIn profile and her blog, which relates to her core competencies of sales, people development and social media technology. “He liked what I had to say, so before he even met me, I had made an impression as a professional with credibility and integrity,” Giamanco said.
Leita Cowart/AJC Special
Barb Giamanco, CEO of Talent Builders Inc., uses an Eee pc and a Blackberry to keep up with her blog.
It’s empowering to be able to connect to one another based on our interests, what we do and what we know instead of proximity, said Michael Kogon, CEO and founder of Definition 6, a leading interactive solutions marketing company. “It’s changed the way we make buying decisions,” Kogon said. “It used to be that travel agents told us what a hotel was like. Then hotels put up their own Web sites with photos. Now, through blogs and other social media, we turn to the opinion of real guests who actually stayed there recently. That’s what we all want — the word of a real person who did what I’m thinking about doing before I spend my time and money doing it.”
The technology has made it easier than ever to start a blog, and with search engines preferring content that is relevant and recent, blogs often top the results list of a search. That can be a business advantage—or not.
“To what end are you blogging, or using any form of social media? That’s the first question to ask,” Kogon said. “You have to start with the objective of what you want the blog to do. How will it relate to and enhance your business? Then determine your strategies.” A blog can be used to introduce new product lines, discuss research, share industry information or expertise, create brand awareness or engage customers. Here are some best practices:
Understand blogging.
Two books Giamanco recommends: “Naked Conversations: How Blogs Are Changing the Way Businesses Talk with Customers,” by Robert Scoble and Shel Israel; and “Groundswell: Winning in a World Transformed by Social Technologies,” by Charlene Li and Josh Bernoff.
Share, don’t sell.
A blog is not a brochure. “One of the quickest ways to fail is to make it an online sales pitch,” Giamanco said. “Nothing turns people off faster than a ‘slick Willy’ hawking his product or services. You want to have a conversation with people and get them to participate.”
“It’s not journalism. A blog is written from a particular point of view. Consider that point of view before you publish,” Kogon said. Also consider company guidelines. “A blog has to offer value to those who read it. Plan on giving more than you receive,” said Giamanco. “People want to do business with people they know, like and trust, but building that relationship takes time. Don’t expect instant results.”
Stay focused.
Choose a topic that draws from your expertise and is broad enough to interest readers. “It should be professional, not your personal musings. No one wants to read your thoughts on the universe, unless you’re Stephen Hawking,” Kogon said.
Be authentic.
“Use your own voice and be real,” Giamanco said. “But always treat others with courtesy and respect. If you wouldn’t say it to someone’s face, don’t say it online.”
“A common mistake people make is to adopt a persona or try and incorporate humor. Not everyone can do that well,” Kogon said.
Dedicate the time.
Blogging takes time and effort to stay fresh and relevant. If you start, be prepared to post three or four times a week.
Try it out first.
“Follow other bloggers in your category or industry for several weeks to see if you can keep up,” Kogon said. “A good way to start is to be a frequent contributor or commenter on other people’s blogs.”