From the feedback we've heard from clients over the last month or so, the idea of blogging as a way to build your business isn't yet hitting home with all the VIPs of small business. So let's bring it home. First, go to Google. In the search bar, type the name of your industry and then add the word "blog" to it. Chances are, there are people already blogging in your market space. They could be competitors, industry analysts, consultants, media pundits, self-styled consumer watchdogs anyone who has an opinion and a burning desire to share it. We just did this with one of our corporate clients in the Voice-Over-IP world, and found no less than 20 blogs in the first page of search results. (That's because a few sites had multiple blogs running!) To this, you may say, "So what?" Imagine you're at a big event for your industry. Imagine you have no presence there. Imagine all the people who report on your industry from trade groups to investors to the media talking to each other, and you're not part of the conversation. You're entirely left out of it, because it appears you have nothing to say. Is this good for your business? Of course not. A blog, then, is a seat at your industry table. And when you're at the table, you can join the conversation. Heck, you can even change the direction of it. The point of blogging is to create a space for dialogue, and you do that by writing something that gives people a reason to respond. You're reading news and doing business within your industry. You have opinions about what's going on in your industry. Your blog is the place to air your opinions, share your sources, and invite feedback. And here's what happens as a result: More clients and prospects come to your site to see what you're talking about. More analysts come to your site to do their research and they have more reasons to get involved with you than the competition that isn't blogging. More journalists and media types visit your website, "borrow" your input and use it to enhance their own articles and research, and learn to depend on you for expert info. More snips and excerpts from you and your blog means more inbound links to your site, which is great for SEO and keeps your name at the forefront of everyone's minds. More visibility in your industry means more customers, clients, opportunities, and ultimately, more revenue. In a nutshell, blogging can be a 1-2-3 deal: 1. Reading an industry news story 2. Having an opinion on it 3. Typing up your opinion and supporting it with your unique set of knowledge Could you, and the rest of your team if you have one, do this in 15-30 minutes or so, once or twice a week? Or even a month? If so, you've earned your seat at your industry table. Are you just going to sit there, or are you ready to do something about it.
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