Thursday, September 23, 2010

Beating the Marketing Drum - Blogging (Part 2)

A couple of weeks ago, we discussed the benefits of having a blog for your company. Today we'll look at what you can do with a blog. Because you're probably questioning what you're going to blog about and who's going to read it, right? We know. We were once there and now we hear the same questions from other contractors.

Who Will Read Your Blog?
There are basically two types of people who will read your blog - those whom you tell about it and those who find it on their own, probably through a search. Since the purpose of your blog is to have conversation with (and market to) prospects and customers, this is who you want reading your blog.

This means you need to tell everyone about your blog, via social media networking, such as Facebook and Twitter, a link on your email signature line, in your newsletter...basically the same places and ways you tell them about your website.

The people who discover your blog on their own will find it by searching for certain keywords or because of comments you've made on others' blogs. (Aside: commenting on others' blogs is the key to gaining new followers who you would have otherwise never reached.) So, basically, they find it based on the content of your blog - what you have to say.

Which brings us to...

What Will You Blog About?
The beauty of blogging is that you can write about pretty much anything you want to at any given time, just keeping in mind your audience and what they would want to know. Ideas:
  • Your current specials
  • Pictures of a recent project you completed
  • News about your company
  • New products you can make available to your customers
  • New ways of doing things that benefit your customers
  • Informative articles that help your customers
  • Industry trends

For example, a home-builder can post pictures of a home recently completed one time, announcement of a new employee another time and information about how customers can help keep their home within budget yet another time. An air-conditioning contractor can share tips on keeping units maintained and working efficiently one time, a special on service another time and the addition of a new manufacturer yet another time.

If you keep a regular schedule - the best is to post at least once a week, preferably more to keep people coming back - you can plan out a month's worth of posts in one sitting. For example, week 1 - pictures on Monday and that month's special on Thursday; week 2 - a new industry trend on Monday and company news on Thursday; and so forth. Frequency is more important than length - in fact, readers like short blog posts that they can read quickly.

With twice a week posting, you just need 8 topics to cover one month and some topics can be repeated. And if something comes up that you feel compelled to share on your blog immediately, go for it! That's what we mean about the beauty of blogging - it's quick, varied and can be done immediately, on the fly, or scheduled in advance.

Interested in having a blog but don't where or how to start? Need help with the writing part? Contact Licenses, Etc. via because we can help! We can get you started and keep you going.

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