Do you ever gaze wistfully at the comments section beneath your blog post, wishing there were more? You might be missing the big picture.
I used to feel this way as well. While I appreciate (and respond to) each and every comment I’ve received, let’s face it, they tend to be few and far between.
I’ve learned to consider these three crucial questions when it comes to comments and community:
1. Who are the members of your target market?
Are they comfortable with technology? Are they confident about voicing their personal opinions publicly? Or do they prefer to express their support more anonymously?
2. What is the nature of your business or service?
Is it something people would naturally rally around and want to publicly declare that they’re a part of? One of the main reasons I transitioned the Content Mastery Action Club into the Content Mastery Magic Packages was that I realized people may not necessarily want to advertise that they’re using an editor and getting help with their writing.
Some businesses are more of a natural fit for building community, such as:
- Escape from Cubicle Nation (people who share a common dream)
- Unmarketing (people who want to be connected to Scott’s “revolution”)
- Chronic Babe (people who often feel invisble and unsupported)
3. What results ARE you seeing?
Research from the inbound marketing specialists at HubSpot revealed that blog articles play a role in every aspect of the buying process. And while community and “social proof” is part of that, it’s only part.
In the end, what’s most important is whether or not you’re making the connection with the individual readers who are meant to become your clients. Are they calling? Are they emailing? Are they responding to your efforts to reach them?
And are you bringing in the funds you need to continue providing your helpful services to those who need them?
Is it nice to get a lot of comments? Definitely! Is it the only measure of success? Definitely not. So instead of judging your blog by how many comments there are, get your focus back where it belongs – consistently publishing helpful, valuable information to the ideal clients you are trying to attract.
P.S. Still bummed out because you’re not getting enough comments? Check out Michelle Shaeffer’s slide show, “Top 10 Reasons I Haven’t Commented on Your Blog (Yet).” Thanks to Melanie Kissell from Solo Mompreneur who shared this resource via Denise Wakeman’s Online Visibility Boost for Entrepreneurs group on LinkedIn.
Melanie Kissell @SoloMompreneur says
I know this piece has been “percolating” for a while, Linda, and I’m glad to see this delectable java juice is finally brewed! 🙂
You hit a bull’s eye with this …
” … what’s most important is whether or not you’re making the connection with the individual readers who are meant to become your clients.”
No matter how many times and in how many different ways you say it, some bloggers just don’t get this …
The NUMBER of blog comments you’re receiving is NOT as important as pulling in the right people to read your posts — that is, your target market.
I’m blessed to have a loyal readership of some of the neatest and most talented and creative individuals you’ll find online. However, guess what? The majority of them (I would say 99 percent) are not my ideal clients or customers.
So even when I get 100+ comments on a post, that’s no guarantee or assurance of making one thin dime via blogging.
A huge number of responses to a post may end up doing absolutely nothing to boost your bottom line.
Love your message here, Linda, and thanks so much for the mention! 🙂
Roberta Budvietas says
Great message Linda and thanks for sending me on over Melanie. We need to remember that for every comment there are a lot more readers. I just need to get the phone ringing more now.
Linda Dessau says
Thanks for your kind words, Melanie, and for sharing a personal example that illustrates my point. I’ve enjoyed getting to know you via Denise’s group, and I look forward to further connections.
Linda Dessau says
Hi Roberta, and thanks for the comment. Keep blogging and I bet the calls will keep coming (as long as you don’t forget to make an offer once in awhile ;).
Cheryl Pickett says
It’s interesting that in the past couple of weeks or so, I’m reading more and more about how to differentiate business blogs from “pro” blogs. And I think that’s great because with all the info that’s out there about “blogging” which makes it seem like one size fits all, I know a lot of people need clarification.
I really like how you point out that though an audience isn’t big on chatting/commenting, they may still be perfectly willing to contact you via email etc because of what they’ve read. Part of business blogging is building that Know Like Trust factor, and that doesn’t necessarily have to include comments. It’s certainly great and helpful to the blogger when it does, but if you’re getting clients/customers and paying the bills, you’re doing something right.
Great tips! Thanks!
Linda Dessau says
Thanks for your comment. I’ve been thinking about that distinction for awhile also – there are “bloggers,” and then there are people who are using a blog to grow a business.
I delved into that thought a bit in this post:
There may just be another post in here somewhere…