By Beth Hodgson-Graddon who writes with a chip on her shoulder, still bitter about that Wayne Gretzky trade back in '88. If you haven’t been blogging for a while, it is hard to know how to get started again. You've fallen off the "writing wagon" but more importantly, do you still have the same audience just waiting in the wings? Or do you need to start from scratch to build up your readership again?
To answer those questions, try the following:
Beth Hodgson-Graddon blogs like a true Canadian with full healthcare benefits. Determining the things your target market really cares about is essential when setting up a blog for your business. You need to approach it from a marketing perspective, although the follow-through may not be -at least not in the traditional sense. Many people consider “marketing” to be the antithesis of a real blog– they choose blogging to connect with their clients rather than “annoy” them with direct marketing.
The important thing to remember is that there are many parallels between direct marketing and setting up a business blog. In both instances you are attempting to reach the client to enhance your brand. The true message here is that you can’t be afraid of marketing tactics.
We’ve discussed using your blog to test the water on choosing subjects. This time we’re going to really think like marketers - well, kind of. Here's what I mean:
I love this post....the Wax blog is quite popular in the UK for some reason . Does our humor seem British? BH
Last year I wrote about a few things that you should consider when you’re using language to reach your target audience. Since this blog has a large international following, it’s a topic worth revisiting to learn how you can ensure that your blog appeals to your readers from the UK and other international destinations!
Here are a few things to consider whether you’re a US business trying to have more worldwide appeal, or you’re an international business trying to appeal to that core target audience:
By Beth Graddon-Hodgson
[caption id="attachment_2645" align="alignright" width="240" caption="not Beth's husband"][/caption]
Most businesses use blogging as a marketing tool, and that’s the way it should be; but people are uncertain exactly what that means. Do you use traditional rules of marketing when you’re writing your blog posts? Write for a target audience? Try to sell a product? Include a call to action? Well, those are more questions than I can answer here, and I’ve answered many of them before. But to summarize, yes to be an effective marketing tool you do have to think as you would when writing marketing copy (identify your target audience, make statements that are appealing and capture interest, and she some light on your business). But the similarities end there.
When starting a blog for your business the first thing you need is a topic. Obvious, perhaps, though you’d be surprised to learn the number of people who don’t think establishing a topic is essential. There’s a belief that if you just start writing, people will come. That might be true when writing a personal blog, but it doesn’t apply in business.
With a business blog, you need to ATTRACT your audience. With a personal blog, you’ve already got people who have a vested interest in what you’ve got to say. Just because you work in a specific industry and have knowledge of your craft doesn’t mean you’ve got a voice that people want to listen to just for the sake of it. You’ve got to give them something to lure them in and keep them coming back. That all begins with picking the right topic.