Blogging is one of those things that everyone has heard about...
...everyone thinks is a 'Good Thing'
...and practically everybody is mystified about!
Which means that business owners invest in building their blogs, writing content and promoting their articles - and then...
- A consistent stream of highly-engaged leads
and a massive boost to their business.
But for many... nothing. The hoped-for results don't materialise.
So the question is this:
"What's the difference that makes the difference?"
It's a funny thing...
I meet so many business owners who are worried about...
The 'S' Word.
They feel like 'selling' is somehow a seedy, disreputable occupation that no self-respecting business person should go anywhere near.
The strange thing is...
At the same time, they all believe they offer something people would benefit from, and they are happy to do 'marketing'.
And most people are happy to talk about 'marketing'.
But not 'selling'.
Especially as 'marketing' is such an ill-defined term.
For some people, 'marketing' just means
Or 'updating my website'.
Or 'building my social media profile'.
Or 'building my email list'.
Or even 'writing a blog article'.
But never 'selling'.
So, to be honest, I do wonder...
When someone talks about "marketing" do they actually mean "something that makes me feel like I'm doing something important" without actually having to step up to the real issue?
"Marketing" becomes an end in itself, the sale never even get suggested .
Which might explain why 80% of small businesses fail!!
Because the real point of every activity in your business is this:
And that means closing more sales.
The truth is that, unless you embrace the 'S' word, you can do as much 'marketing' as you want...
...and achieve nothing.
So if you are one of those people who finds it easier to talk about 'marketing' than 'selling', then here's a thought:
How would it be if you thought about 'marketing' as the process by which a prospect is made aware of your offer...
...and 'selling' as simply giving people the opportunity to say 'Yes'.
And there are only four ways people will react:
And, of course "Yes Please..."
So what does this mean for your blog?
If you're in business then your blog can become a core part of this process.
The difference that makes the difference is this:
Successful blogs are created and managed to be part of a marketing process.
Unsuccessful blogs are not.
So don't be misled into believing your blog is no more than a place where you demonstrate your expertise and experience.
It's so much more than that.
It's a key element in the shift from 'Hello' to 'Yes Please'.
That has important implications for what your blog needs to do: there are important activities and building blocks you must have in place to maximise its effect.
Every blog is great at the first step - saying 'Hello'.
But too many forget the important part: giving visitors the opportunity to say 'Yes Please' - even in quite a small way.
Forget this and you risk spending your time and resources publishing great blog content - and all for no business gain.
I'll talk more about this in other articles - but if you want to discover more about what I mean then download (free) "The Business Blog Checklist" and you'll see what I mean.
Here's the link:
So the answer to the question
"Is Blogging A Good Thing For My Business?" is...
If it's part of a planned process that develops a business relationship from "Hello" through to "Yes Please" then
Yes, absolutely it's a Good Thing.
However, if your blog stops at "Hello", then you risk ploughing your resources into something that could be a Good Thing - but that in the end just soaks up time and resources without generating the results it could.
Let me know what you think in the comments below!