Benefits of Blogging

Business Blogging Tree Examples from Barrie

July 9, 2012 By Linda Dessau

We've got a ways to go before we fulfill my vision of an orchard full of blogging trees (business blogs) here in Barrie, but let's take a look at how we're doing so far.

Branding yourself as an expert

For an example of how to use a "how to article" as a branch that stems from the business goal of establishing yourself as an industry expert, check out Carole Schaefer's article, Five Tips for Better Video.

Carole's tips give readers practical solutions for common video mishaps, and demonstrate that as the owner of Sugar Productions, she knows her stuff! Readers will be pleased to improve the quality of their do-it-yourself video attempts, and they'll definitely know who to turn to when they want professional quality videos. Plus, they're only one click away if they want to see samples of Carole's work or find out more about her.

Listening for blog ideas from your audience

For an example of a business owner who is catching ideas as they rain down from her audience, check out this post from PC Service on Site about hacker emails. It shows that co-owner Meredith Skinner (with husband Peter Skinner) is listening to what people are talking about. Then she provides practical solutions for dealing with the problem.

The team approach to blogging

Another way to lighten the load of weekly blogging is to take a team approach like Barriston LLP. These busy legal bloggers also provide examples of how to spread the word about your blog, with individual bloggers like Joanne McPhail setting the wind in motion with tweets to her network about the latest posts.

Giving your own expert slant on relevant content from around the web

Cesia Green from Wall-Armstrong & Green taps into the visual power of infographics by linking to one about the extreme rise of funeral costs. She could have even opted to embed the image right into her post (instructions are at the bottom of the page where the infographic is hosted). Cesia also demonstrates how even when you're linking to connective content that someone else created, you can still highlight your own expertise by including your own personal slant on the topic. She lets the reader know precisely why the material will be relevant, interesting or entertaining for her audience.

Making a personal connection through video blog posts

We'll end this blog post where we began – by talking about video. This time we'll use Kirk Evans and his company Fast Solution as our example. Kirk has begun posting "how to" videos on his site, including one where he speaks directly to the camera – giving prospective clients the chance to get to know him. Even though the videos are not officially part of his blog (Kirk, if you're reading this, please take this as a constructive suggestion), he could easily turn them into individual blog posts with descriptive titles, along with at least a few sentences about which problem is being solved in each video. That way he won't lose the people who prefer to read rather than watch (like me!).

I would love to feature more Barrie business blogs here at Content Mastery Guide. If you'd like to improve your blog and be featured as a case study in your very own post, apply here for my free blog topic offer.

An Orchard of Blogging Trees for Barrie and Beyond

July 2, 2012 By Linda Dessau

Last week I had the chance to speak to Signature System Coach Kathy Mallary, and she asked me a very poignant question:

"If you could wave a magic wand and transform every business owner in Barrie into an effective business blogger, what would that do for your community?"

My blogging vision for Barrie's business community

If every business owner in Barrie was blogging effectively, we would see huge benefits – both as businesses and as consumers and clients of those businesses.

As business owners, we would have meaningful, relevant content to draw on as we participate in social media, networking events and in structured meetings with prospective clients. We would have a central message from which to build all of our marketing communications. This would harness our efforts, save time and stress, and give us more confidence about answering questions and following up.

Because we were being specific and authentic in our writing, each of our unique personalities – values, quirks, interests, hobbies, background and all – would shine through and our ideal clients would see that we're a good fit to meet their needs. We would spend less time negotiating with the wrong clients and more time working with the right clients.

Our "competitors" would become our colleagues who we mention, link to and share openly with. We would trust that their ideal clients are not the same as ours. We would have an open, collaborative and generous relationship with other businesses.

As consumers and clients, we would be able to seek out and find information that helps us make choices in our lives and our businesses. We could trust the people we choose to do business with because we would already feel like we know them.

When visiting a business's website, we would find regular updates that give us a glance behind the scenes, and reveal more about the people involved in the business; the culture of the company. We would know almost instantly if this is someone we want to take the next step with, keep following or steer away from. This would save us both time and stress.

A community of thriving businesses and confident consumers who are happy to spend their money locally – that is my dream for Barrie!

How to plant a blogging tree that will grow your business

If you're a business owner who wants to live out my vision and join the orchard of blogging trees in Barrie, here are links to six blog posts that will take you through the process of planning and planting your blogging tree:

How would your local or online business community benefit from planting and growing an orchard of blogging trees?

Linda Dessau, CPCC, is the author of Write Your Way to More Clients Online and the founder of ContentMasteryGuide.com. She offers ghostwriting, editing, training and consulting.

A Strong Blogging Tree Starts at the Roots

May 19, 2012 By Linda Dessau

If you're just starting out both in business and in blogging, then your blog might be an excellent place to start finding your audience, get feedback about your business ideas so you can hone your service offerings, and plan events that meet the needs of your audience.

If, on the other hand, you already have a solid foundation and clear goals for your business, then all that's left is to determine how blogging can help you accomplish those goals.

Here is a list of the five most common benefits of blogging. Do any of these match your goals for your business?

Demonstrate your expertise in a specific industry or specialty – By writing blog posts that answer your clients' most common questions, you show that you're a knowledgeable and trusted authority in that particular area. If this is your top goal, focus on writing "how to" articles. [Update June 8, 2012 – Thought pieces also position you as a leader and authority in your area.]
Educate your clients about what you do and why they need you – A blog allows people to research you and your business before taking the next step to contact or hire you. By writing authentically about the topics that matter most to you and your clients, you give them a clearer picture of who you are and what they can expect from you and your services. If this is your main goal, provide a combination of client stories and personal posts, with the occasional theory or manifesto added in for good measure.
Add value to what you already offer your clients and broader network – Your generosity and goodwill speak volumes about who you are as a person, while the quality of your information continues to solidify your credibility. Through your blog you can reach and help more people. If this is your main goal, combine "how to" articles with connective content that adds interest and variety to your blog. There are even ways that blogging can help you give back to your community.
Gain wider exposure for your business – When the people in your network like and pass along your blog posts via email and social media, they simultaneously provide an endorsement and introduction to other people who are interested in your specialty area. If this is your primary business goal, be sure to blend all types of content so that you reach people with different interests and learning styles.
Keep your website fresh – Your network will keep returning to see what's new, and Google and other search engines will reward you with higher ranking. This continues to reinforce the perception that you're an expert who is up to date, and your blog is the destination for trustworthy and helpful information. Use my weekly blogging method to stay consistent and get into the blogging habit.

Before you get too far along (though you can stop and do this any time), fortify the roots of your blogging tree by clarifying the goals of your blog. The good news is that you don't have to look any further than the goals for your business!

Continue reading the next post in the Blogging Tree series –>

Linda Dessau, CPCC, is the author of Write Your Way to More Clients Online and the founder of ContentMasteryGuide.com. She offers ghostwriting, editing, training and consulting. If you want better results from your online writing, contact her today to learn how she can help.

Getting to Know Your Clients – Just One of the Benefits of Blogging [Infographic]

April 2, 2012 By Linda Dessau

In their comprehensive and well-researched infographic (shared with permission), UK-based company Content+ share that 70% of consumers prefer getting to know a company via articles rather than ads.

It makes sense when you consider the alternative, as I shared in a previous post about why to write an article, not an ad. Ads can feel intrusive and come at us on their timeline, not ours. Information, on the other hand, is something we actively seek out.

Making it easier to get to know your prospective clients is just one of the many benefits of blogging. I’ve been tweeting about some of the others lately:

Which one of these benefits makes the most sense to you? If you’re already blogging, which benefit do you see happening in your own business? If you’re not blogging yet, which benefit is most appealing? Add your comments below or tweet your answer.

You Don’t Need to Be First on Google to Attract New Local Clients With Your Blog

January 2, 2012 By Linda Dessau

When I read Seth Leonard's article about the Google hoax, I breathed a big sigh of relief. At last someone put into concise words what's been niggling at me for years. [Update January 19, 2013 – This article is no longer available.]

"You shouldn’t ignore search engines completely," he writes, "Just don’t break your back trying to game the system." And he goes on to share four great ways get your website seen, which are definitely worth a look.

The benefits of blogging extend far beyond attracting strangers via Google and other search engines. Blogging has the power to strengthen your community connections, turning them into happy clients, raving fans and powerful referral sources. For example, you can:

Email a blog post to someone to follow up after a networking meeting
Paste the permalink of a recent blog post into an appointment reminder to a current client
Print out copies of your best post and encourage your clients to share them with friends and family – be sure your contact information and logo are included

For more ideas, visit Wellness Blogs to learn three ways to attract local clients for your wellness practice, clinic or studio.

Are you still unsure about how blogging leads to business? Check out the free webinar, "Strategic Blogging," or contact us today to learn how we can help.