| Blogging is the latest buzzword in online marketing and | | | | their own blogs, but also spend a great deal of time |
| PR. But with so many marketers jumping on the | | | | reading up on current events and browsing other blogs |
| blogging bandwagon, few people are giving a thought | | | | in their field for information. If you are prepared to put in |
| to whether blogs are really up their alley, or taking the | | | | the time and effort required to do that sort of |
| time to consider the best ways of going about it. If you | | | | research, your blog will serve as a good branding tool |
| are planning to start a business blog, ask yourself | | | | for your business. If not, you should either hire |
| these questions before you take the final plunge. | | | | someone to do the research or seriously rethink your |
| 1. Do you really need a blog? | | | | decision to start a blog. |
| Writing and maintaining a blog takes a certain degree | | | | 5. What blogging platform will serve your needs best? |
| of commitment, as well as a passion (or at least a | | | | Deciding your blogging platform is an important step |
| liking) for stringing words into a decent sentence. If you | | | | that you should take only after becoming familiar with |
| don't enjoy writing that much, you could always create | | | | the features and benefits of each option. The reason it |
| an audio or video blog. But would your business | | | | is so crucial is because it can be extremely difficult to |
| objectives really be served by starting a blog? Or | | | | migrate an established blog to a new platform once |
| could other methods of online marketing - like SEO, | | | | you have started it. |
| ezine advertising or newsletter publishing work just as | | | | Moving your blog can result in you losing your data, |
| well, if not better? | | | | search engine listings and readers, so don't take this |
| 2. Whom do you want to reach with your blog? | | | | decision lightly. Decide which platform will best meet |
| The first step to reaching your audience is | | | | your marketing objectives, time constraints and |
| understanding where they go to find information about | | | | personal preferences before you make your first post. |
| your products. If your audience largely consists of | | | | If you are short on time, and want to spend more time |
| people who live in your town or use products that they | | | | writing, then a hosted solution like Blogger, Blogware, |
| search for in the newspapers, offline advertising might | | | | Squarespace or Typepad might serve your purpose |
| be more suited to your purpose. | | | | better. This might also prove a better option if you |
| If however, your target audience belongs to one or | | | | want to get started as soon as possible, are new to |
| more of these segments, a blog might be just the thing | | | | the internet, or are unfamiliar with scripts or code. |
| to boost your business. | | | | If, on the other hand, you're a control freak (like me) |
| - Internet users | | | | and don't mind spending some time and effort to |
| Does your target audience really use the internet? If | | | | customize your blog, then a server-installed software, |
| not, then starting a blog (or any online activity, for that | | | | like Wordpress, b2Evolution or Movable Type might be |
| matter) will just be a huge waste of time and effort. | | | | just right for you. If you don't want to install the scripts |
| - Blog readers | | | | yourself, choose a hosting solution with Fantastico, |
| Does your target audience read blogs? Or do they | | | | which comes with a one-click install of a number of |
| prefer to get their information in their inbox? If the latter | | | | blogging software. |
| is true, then an email newsletter might be a better | | | | 6. How do you plan to promote your blog? |
| option than a blog. | | | | Why is it good to know this before you start your |
| - Search engine users | | | | blog? Because it will help you decide where best to |
| A blog is an excellent way to boost your search | | | | invest your time and effort when you need to build |
| engine rankings and get listed for a lot of your target | | | | traffic to your blog. You'll learn more about the |
| keywords. If you know that your audience uses | | | | methods to promote your blog when you subscribe to |
| search engines to find information, a blog will increase | | | | the email course below. |
| your chances of getting their attention. | | | | Some of these tasks can be outsourced, while others |
| - Social media users | | | | you would have to do yourself. Decide what you want |
| A blog is an excellent way to provide a focal point for | | | | to take on and look out for service providers to handle |
| your community. Regular content updates through | | | | the other functions so you can start building traffic to |
| social media networks will help you offer something of | | | | your blog as soon as possible. |
| value to your community users. | | | | 7. How will you assess the success of your blog? |
| 3. What do you want to achieve with your blog? | | | | To determine how successful your blog is in boosting |
| There are a lot of things that a blog can do for your | | | | your profile or profits you will have to measure your |
| business. Blogs can help you - | | | | blog traffic and track sales or leads that have come |
| - Increase your visibility and search engine rankings | | | | through it. Planning this in advance will help you take |
| - Brand yourself, your products, your services, your | | | | more informed decisions about your blogging metrics, |
| company | | | | choice of blogging platform and degree of |
| - Build a community and network with people who | | | | customization you require on your blog. |
| have similar interests | | | | Understand that blogging is not for everyone. It's just |
| - Expand your reach to those outside your current | | | | another form of communication. Don't get so hung up |
| sphere of influence - Establish your credibility as an | | | | on the technology that you end up ignoring more |
| expert or thought-leader in your field | | | | appropriate ways of communicating your message. |
| - Put a human face on your business | | | | Some things may be easier to communicate face to |
| - Reach out to potential customers and stakeholders | | | | face, in a conference room, or even through the good |
| Deciding exactly what you want to achieve with your | | | | old telephone. |
| blog can help you get focused, so that you can spend | | | | But if you asked yourself all the questions above and |
| your time and effort in activities that help, not hinder | | | | decided that blogging meets all your objectives, then a |
| your business objectives. | | | | blog may be just what the doctor ordered for your |
| 4. How much time can you spend on your blog? | | | | business. |
| Serious business bloggers not only spend time writing | | | | |