Free Consult Here: Tell me what industry you’re in and I’ll tell you what you should be doing with your blog!
December 30, 2008 by Danny Thompson
Filed under Social Media
I hope you are starting to see the point of the last three posts. “Having a Blog” isn’t a simply matter of putting up posts about your business. Your options are much more wide open than that. Your blog is a stage, a forum…as I’ve said before, your digital media empire.
What IS a blog?
If you’re thinking about it as sort of an expanded brochure, not only are you doing yourself a disservice, but you and your readers are both going to get bored pretty quickly…the only question is who will quit coming back first: you or them.
If there were a network on TV dedicated to something in your industry (for restaurants and grocers, it would be the Food Network. For Hotels and Tourist Draws, the Travel Channel. For Realtors and Landscapers, HGTV), what would they have shows about? If not TV, then the Radio.
Zero Cost of Entry
Today, there is nothing holding you back from creating a similar offering and broadcasting it from your blog, specific to your market. You could even take a cue from the QVC and do a live, limited-inventory sell on uStream.com. “Look at this amazing SuperWidget. We’ve only got 45 of these beauties left and they’re going not for the retail price of $99.99, but for an amazingly low $75!”
Or maybe not…but are you getting the point? There is almost nothing that the big guys can do that you can’t emulate on your blog, with almost no “technical know-how” or special equipment. You can do it all with a click, a camera or cell phone, and maybe a little copy-and-paste action.
Worry less about what can I blog about and a little more about what can my blog become?
Let’s Talk Specifics
Want specific ideas on what your blog can become? Leave a comment and let me know what industry you’re in and I’ll throw out some ideas for you.
PHOTO CREDIT: Source – sxc.hu
My blog has been up and running for a couple of weeks now and I absolutely love it! It takes a lot of work and determination, but it is well worth it. I like that you’re willing to help people get started with a blog. As a beginner in the blogging world, I have a lot of work to do and little knowledge to share about how to make one successful. All I can say, at this point, is that you have to want to do it and you have to be determined and stick with it.
Thanks, Alexander. And I agree that you need to commit. Having a purpose, a plan and a well-defined set of topics can help, but you still have to commit to getting down and do the dirty work.
I do have a couple of questions for you regarding your blog, The Prime Leader:
1. What is your main goal for what you hope to get out of your blog: generate ad revenue? Establish yourself as a thought leader? Build an market for info products? Research or refine ideas for your doctorate? Something else?
2. Are you actively promoting your blog? If so, how?
If you want to reply off-post, just send me an email.
Hello Danny,
I’m glad to have those people like you in this world. People who want to share their knowledge and expertise and further more, they give it for FREE! Free Consult?
Just a short background. I’m a training provider for Software and Soft-skill (Human Resources). Please visit me at http://www.mindasys.com.my
I have seen the way we do business has changed very much in last 2 years especially right down in Malaysia. I experience my self, seeing more and more business done online. In 2008, I closed many of my business deals without having a face to face meeting. I just promote my services via website and communication via emails and phones.
Recently I read a book by David Meerman Scoot – The New Rules of Marketing and PR. His idea really triggered me to start my blog. I believe blog can improve my business and revenue in the near future.
To conclude, I’m in Eduction Industry/Human Resources Development/Training Provider. I really hope you can tell me exactly what can I do with my blog?
What a fantastic offer – thank you!
I’m a solo practitioner criminal defense attorney in Southern California. I was a prosecutor for over 12 years and recently went out on my own. Referrals from other attorneys and friends has been the main source of my clients so far. I have been blogging since day 1 of my practice. I’m getting a fair amount of web traffic and with the blog, I get high page ranking for relevant search terms, but I’m not seeing many direct referrals or clients that come solely from the website.
Is there something else I could/should be doing to increase not only my exposure, but also converting people that visit the site for information into phone calls for possibly retaining me as their attorney?
I really appreciate any feedback. Thanks again!
Zahari,
First off Happy New Year!
You are absolutely right. Business is changing. I’ve had clients in Germany and the Canary Islands, though I have yet to set foot in those countries. The global economy is wide open to those who want to pursue it.
More to the point of your business…blogs offer huge benefits to training consultants of all stripes. The first thing I’d do is set up Google Alerts for keywords related to your business (HR, Training, Employee benefits, corporate culture, Work enviroment…whatever). Google will scour the blogs and news sites and email you links to the most relevant stories daily or weekly, per your preference. This ensures you’ll never run out of things to blog about, even if you really don’t feel like it. Plus, you’re keeping your finger on the pulse of what’s being said out there.
Next, I’d download some sort of screen capture/recording software like Camtasia (one of the most popular) or CamStudio (Free). This will allow you to record brief “teaser” tutorials you can post on your blog. Show people how to do some of the basics to give them a taste of what your training will be like.
If you do any on-site training, bring a video recorder along and record the event. Pull out a few gems that might answer some of the common questions and post them to your blog.
And you don’t have to make all of your video offerings yourself. Just do a search of Human resources, or Peter Drucker on YouTube, and you get a feel for some of the options out there. Simply embed the video in a post with your own take on what’s being discussed.
People come to your blog not only to hear you speak, but because you become a trusted filter for the sea of information out there. If you know how to discern the meat from the fluff, then it only bolsters your status as an expert.
Go for broke and contact some “other” experts to do interviews. Reach out to some of the bigger names–you’d be surprised how readily many of them will be to give you a few minutes to answer a brief email full of questions.
There are just a few ideas to get you started, based on what I could glean from your website. Feel free to come back with more questions if I missed something!
And thanks for reading!
Hi Danny,
Happy new year to you too!
There is no perfect words to say except, Thanks you very much. I fully appreciate your effort to response on my comments.
I have gone through twice of your writing just to make sure I got the whole of your ideas.
You had done a fantastic job, visiting my website and understanding what exactly am I doing. I’ll consider your points into my developing of new blog. I definitely will come back here for more of your brilliant thought.
Joe,
Welcome, and first I want to applaud you. I’ve worked with lawyers before (as a marketing copywriter) who downright refused to start a blog for fear that it might be construed as legal advice. And judging from your posts, I think you’re on the right track.
The only thing I might suggest in terms of content is to place a “if you have questions regarding any legal concerns like those featured here, contact our office…” or something like that at the top of the sidebar, and then let the post be purely informational.
The sidebar will stay static from post-to-post, so the call-to-action will still be on every page of your site, but it won’t seem so repetitious and (for lack of a better word) sales-y.
But your real issue seems to be with conversion. What you need is a sort of middle step between people who come to your site for information, and the commitment of picking up the phone. That way you can differentiate between the traffic you get for purely informational purposes, and the traffic that is looking for answers because they’re in trouble with the law.
What I’d do is create a series of free reports…something like “12 things you MUST know about defending [DUI/Homicide/Sexual Assault/Etc] Charges.” Use a service like Aweber.com to let people download the reports instantly in return for giving you…whatever information you need…name, phone number, email address, etc.
This way you build a list of leads…and the report they download let’s you know the nature of their case, without them actually having to tell you the information.
Then–again using Aweber–I’d follow up a day or two later with an automated e-mail telling them you noticed they requested the report on [TOPIC], and that you hope they found it helpful. Reiterate your experience with [TOPIC] and let them know that, while you hope they aren’t in any sort of trouble, if they find themselves in need of legal advice or counsel, they can call you at anytime at [NUMBER.]
Or something like that. In marketing terms, you’re using the free reports and a mailing list to qualify the leads generated by your blog.
Alternatively, you could make the free reports into videos, instead, giving them a little more impact (and perhaps making them easier to understand)
Hope this helps. Don’t hesitate to follow up with additional questions, either here or via email!
Thank you very much for you analysis & advice. I had included my contact information in every post after having several stolen & reposted on scraper sites for attorney referral services. I don’t necessarily like doing it (I agree – comes across as sales-y.) and will reconsider that angle.
Very good thoughts on the downloadable reports/ezine angle, too.
Looks like I’ve got some researching & head-scratching to do. Thank you again for your insight.
Hi Danny,
I was really impressed with your advice for the other bloggers. I have been blogging on Comments on Technology which has existed over a year now. The host, Stewart Francis, started a business, IT Roadmaps in 2007 and http://www.stewfrancis.blogspot.com links to the company website. I enjoy writing and sometimes I interview Stewart because he is the tech expert.
I would like to see more target traffic. I’ve read it’s a good idea to create local traffic. The company is Toronto, Canada based. Also, we have trouble knowing how to attract the right audience. We would like to use it to network and build respect with other tech experts plus develop a repore with smb owners who could benefit from IT Management services. We’re looking for that trust factor.
There is a huge gap between the level of technical knowledge in these two groups. I remember showing our blog to a business owner/friend and he said he didn’t understand that stuff and would pass it of to his IT guy. Since then, we have tried to make some changes.Who do you think would read this blog?
We would appreciate your suggestions. Also, would the advice you give for the lawyer on leads work for us too?
Bonnie,
Hi! What you bring up poses a pretty big challenge…although, not an uncommon one. The desire to reach two separate audiences is a tricky one to deal with.
One option would be to create a second blog with the same information, but re-written at a level business people are better able to deal with.
Another option could actually be to use a series of reports similar to the one I mentioned for Joe Dane (The Lawyer).
You could create reports that will help IT managers and/or experts to help explain or sell business owners or managers on the need for specific solutions.
If you give them reports they can hand to the decision makers, not only are you helping them do their jobs, but you’re whispering in the ear of the business owner, too, becoming a valuable adviser to both groups.
Still another option is to create free reports for the techies, and then use Camtasia or CamStudio to create short, simple screen-capture videos that show how easy or effective those solutions can be, for the owners/manager.
For example, you could create an engaging, 5-minute video showing how effective the PSI applications are, rather than hoping the mangers will follow along on the article.
Managers and small businesses hire (or outsource to) IT guys so they don’t have to understand the nuts and bolts. But they still like to feel that they’re making an informed decision. If you can help the IT folks help their bosses/clients make that informed decisions, you’ll increase your value to both groups.
Hey Danny,
I’m interested in working smartly to achieve financial abundance this year – everyone tells me to set up a blog……our site http://www.musecareers.com is right in the middle of a new skin, so that parts sorted. Now into blog world i’d like to play. Muse Careers ‘Careers for Creatives’ specialises in recruiting for the Games, Feature Film and high end commercials industries.
Love to hear what you have to say regarding the way forward into Blog heaven ;-)
Cheers,
Teresa
Director Muse Careers
Teresa,
As a “creative” myself (six years and counting as a marketing copywriter), I’ve gotta state the obvious: get creative!
If your blog caters to the creatives, then one of the best things you can do is give them practical advice for conducting the job search. Give them tips for handling interviews, teach them that there are things beyond a damn good portfolio (in this economy, stellar portfolios are a dime a dozen). Use the comments section to build a community….encourage writers, designers and programmers to partner up and treat each other’s CVs as they would a job. Concept collaboratively to make sure each member has the most phenomenal resume/portfolio package they can come up with (and share them with your readers). Conduct audio or video interviews with some key HR people in the industries, and let them tell the creatives what it is (beyond the portfolio) that they look for. Give them a realistic idea of what sort of salary they can expect in the markets you serve…but encourage them to be creative in asking for non-monetary compensation, instead. (and extra week of vacation, the freedom to work from home 1 day per week…that sort of thing).
Essentially, turn your blog into a career workshop for creatives.
If, on the other hand, your blog is going to tailor to the prospective employers, then take a slightly different approach. if you come across a superstar, post a few samples of his or her work on your blog, where anyone looking for that kind of talent can find it. Feature some case studies where you were able to quickly find the perfect person to fill a void for an employer.
Give them tips on things they can offer over and above salary and the usual benefits that will help them attract superstars without busting their entire personnel budget. Invite them into the comments to share their own tips, strategies…even their challenges with the community.
Summarize the most salient points from the industries’ HR news each week…become a clearing house—a trusted filter—of the sort of information the need to better do their jobs.
What sort of questions or concerns to prospective employers raise? Answer them on your blog.
Well, those are some ideas off the top of my head. What do you think?
Hi Danny. I wanted to thank you for taking the time to give Bonnie advice on how we can make our blog for IT Roadmaps Inc more targeted. I’ll definitely look at setting up downloads of some reports as well as the Camtasia idea. Keep up the great work on your blog!
Stewart