Posted tagged ‘blogging’

The power of blogging

November 25, 2008

I just thought I’d demonstrate how all areas of media need to be encompassed for a true web marketing strategy to work. Awareness can come from the most unlikely sources, so it’s worth the extra effort to cover all bases, and blogging is a key area to work on.

A brief example can be taken from another one of my blogs, http://www.visser49erracing.wordpress.com.  As part of my sailing campaign I’ve been promoting the team via the blog for over a year.  Within 4 months we had been awarded a Google Page Rank of 4, which is one of the highest in the UK for a sailing website.  Anyway, through the blog we have received sponsorship deals, sold numerous boats and built strong awareness for our “brand” within the UK sailing community.  We’ve not tried anything fancy or new, just updated regularly, provided interesting content, a range of media (images, videos, type) and have worked to integrate ourselves within the community.  We have gone from being fairly unknown online, to being the first stop for a large number of enthusiasts.  We’ve even gotten ourselves onto a Musto poster campaign:

My brother Justin poses in front of Musto poster campaign

My brother Justin poses in front of Musto poster campaign featuring an image of us racing

The moral of the story?  You need to realise how powerful blogging can be and fully embrace the impact it can have on your brand.  Although this is an example from a small sports team I feel it is still a useful measure of success.  Without any previous brand awareness, we have become extremely well known within the British sailing community.  There’s no reason your business can’t benefit from blogging.

Reliability is key to your relationships

November 11, 2008

Building relationships is key to success online.  However, it’s not about a relationship with your target market, it’s about relationships with the individuals who take an active interest in you.  It’s not just about writing blog posts, it’s about conversing with individuals, giving them the time of day and just generally making them realise that you listen and are interested in them.  With your offline relationships, with friends, partners and family, you need to be trustworthy and reliable.  If a friend calls you in need, you need to be able to be there for them and the same goes online, but with different needs.

Your audience has needs just like everybody else.  I’ve had a few ideas, but let me know if you can think of any more:

– Information:  The need to be kept in the loop.  Tell them about future posts, changes to the blog, what you are doing this week, your favourite team.

– Entertainment: The need to have a new post to read when they log on.  It’s all about content.

– Communication: The need to transfer information and opinions between them and you.  Talk to them, email them back, add them to your Twitter feed, ask them questions.

– Self gratification:  The need to feel important.  Reference individual readers in your posts, talk about how great they are, or what they have done for you.  make them feel special.

To be reliable online, you need to be there for your readers.  If you can become someone’s “go-to” blog, the first site they check each day, you are on the road to success.  But for this to happen you need to always fulfill at least one of their needs.  The easiest need to fulfill is Entertainment, by publishing plenty of content.  However, the way forward is through experimentation to find what your audience need.  Have a go, it really is worth it.