Blogs: Still the place you should begin your social media campaign
You know social media is crucial to your marketing strategy, but if you're like many who have hesitated to jump in, you may be wondering where to begin. This very question often arises with my clients when discussing social media and other low- to no-cost marketing strategies. I've got to agree with Chris Brogan: Blogging offers, hands-down, the best ROI on your time and energy.
- Quality content
- An image/graphic with every post
- Posting on a regular schedule
- Commeting on other relevant/related blogs
But why should you start with a blog? What exactly is the power in this platform that began as an online journal tool?
Blogs allow you to do 6 important things:
- Become a credible expert. If you're new to your business or industry, one of the biggest challenges, both on- and offline, is becoming a credible expert. A blog can be a means to catapult right over that little difficulty, if you take the time to do your research and write posts that demonstrate your qualifications and expertise. A great blog post won't necessarily seal the deal for you, but it will lead prospects to you and open the door for an initial conversation. It can also demonstrate an in-depth knowledge of your subject matter so that your prospects feel a certain level of comfort in doing business with you. A high-quality blog can also give you an advantage over the others in your industry if you become the person in your industry who stands out as the expert.
- Provide a focal point for your social media. Blogs are the organic nexis of any well-crafted social media campaign because they offer syndication tools that make it easy to link to other social media outlets such as Facebook, Google+, Twitter, and LinkedIn.
- Build rapport with your clients, prospects, readers, colleagues, vendors, and other interested folks. Once upon a time, not so long ago, when you wanted to contact a company, you scoured their packaging for their mailing address, wrote a letter, smacked a stamp on it, found a postbox, and crossed your fingers that someone who cared enough to write back would open the letter. Then came traditional websites, which allowed you to learn a lot more about the company – things like their mission statement, product descriptions, and even employment opportunities with their organizations. But there was still a disconnect between you, the consumer, and the folks running the company. Blogging has changed that. Now, companies – even large ones – use blogs to communicate directly with their customers. Take GoDaddy's Bob Parsons, for instance. He’s famous for his personal blog in which he offers commentary and advice to GoDaddy patrons. Think of your blog as your opportunity to sit down for a cup of coffee with every client or potential client. Chat with them. Be personal. Build a relationship. The fact that your readers can post feedback and comments helps you create a conversation with them, which is the first step in building rapport.
So if you have a new mission, message, company, book, service, or product the world needs to know about, I encourage you to wholeheartedly embrace social media – but start with a blog.
Here’s to your successful blogging!
Next, I invite you to do 2 things next: