Sunday, March 2, 2014

Don't fiddle around with business blogging

Last week, this blog outlined the benefits of enlisting a PR professional to produce your business blog. When you share industry insights and winning strategies, your blog can be an effective instrument in your overall marketing ensemble.

Writing and maintaining a blog is only half of the job. You also need a strategy to promote it. You can--
  • Link to your blog from your website. 
  • Reference it in a Twitter post or LinkedIn user group. 
  • Bring it to the attention of a Paper.li editor.
  • Include links in your Constant Contact email. 
  • Maybe even send out a news release. (How retro.)
Your blog is one instrument in your marketing ensemble.
And yes, tell your friends.

Should you use Facebook, Tumblr, and Pinterest to draw readers to your blog? It's a tough call. Facebook, first and foremost, is a social network. Your friends are sharing family photos, cat humor, vacation photos, and the musings of George Takei. There's a chance they'll enjoy looking at your business blog as part of a variety of your posts, but they may also find it out of place. Especially if the blog is the only thing you post about.

You may need to create a separate Facebook page for your business, separate from your personal Facebook page and timeline. You can promote your business and blog there. It's not difficult, but Facebook will encourage you to spend money to promote it.

So, you need to create the blog, refresh it a few times a month, and promote it to constituents. It can be time consuming. But that's where a public relations professional can be a big help, especially if you have the rest of your business to manage.