Article Title: Seven Reasons Why Blogging Should Be Part Of
Your Marketing Effort
Author: Jim Estill
Word Count: 577
Article URL: http://www.isnare.com/?aid=101396&ca=Marketing
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Author's Email Address: jime[at]synnex.com (replace [at] with
@)
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I started my blog (www.jimestill.com) 18
months ago as an
effort to increase communications with my staff but very
quickly realized the power of it with my customers and my
suppliers. Now I consider my blog to be an integral part of my
marketing efforts.
As an active blogger I have come up with seven reasons blogging
should be part of any marketing program.
1.Blogs increase communication Anytime you increase
communication, you increase profile and sales.
2.Although blogs have been around for awhile, they are still
new and topical. People who see that you have a blog will think
you are more leading edge. Even if you do not sell technology
products, it helps.
3.Owning a blog is like owning a media. Similar to a newspaper,
magazine, or a radio station. The advantage of owning a media is
that you can say whatever you want where all other media tend to
filter what you have to say.
4.You noticed that I said a blog should only part of a
marketing program. Blogs on their own tend not to get much
readership, rather they have to be crossed promoted so you need
to put it on your email tag line, your website, your business
cards, etc. People who see your blog address in another media
are likely to come to it.
5. Blogging like writing tends to make you an expert. People
tend to believe what they read. For this reason you don't want
your blog to be totally self-promotional. Add value. Provide
information that helps your customer, amuses them, teaches them
etc.
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6.A blog should have an angle. People don't want to log on and
hear some promotional material about you and your company. They
want to hear something that is a bit edgy, interesting,
humorous, and resonates with them. Although you own a media,
you still are in competition with all of the other media
available. In my case, I have chosen Time Leadership/CEO as the
title of my blog and I blog about personal self-development with
a focus on time management and efficiency.
7.Blogging will often get picked up by other media and this
added press can help you sell. For example, because I blog I
have been featured twice in the Globe and Mail and once in
Forbes magazine, as well I have been in our industry trade
journals. I have also had many speaking engagements as a direct
result of my blog.
Blogging doesn't need to be technically intimidating. Anyone
can set up a blog in five minutes. My suggestion is to get an
experienced blogger to show you how to start. Or ask your kids.
Blogging is not for everyone. If you want to blog, you need to
be willing to dedicate some time and you must enjoy writing.
Because I blog about efficiency, I spend a lot of time focusing
on my blogging efficiency and I spend less than 20 minutes on
each of my blog entries. I do four or five a week; so I spend
less than two hours a week on my blog.
I have received some direct sales as a result of my blog. I
know from the feedback I have received that many of my
customers and suppliers read it.
Blogging is one part of the marketing program.
About The Author: Jim Estill started his business from the
trunk of his car and grew into to $375 Million in sales before
selling it to SYNNEX. He is now CEO of SYNNEX Canada a $1
Billion computer wholesaler. he is a regular blogger at
http://jimestill.com
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