Great question. I guess it depends on what goals you’re trying to achieve. As I continue to consult my stakeholders on the benefits of blogging, the perception seems to be that if the venture doesn’t bring about an immediate return, it’s not worth doing.
As a small business owner, I can definitely empathize with this mentality, since time and money are as valuable as tangible inventory. However, the mindset of blogging shouldn’t be regarded along the same lines as an advertising campaign. If every blogger took the approach of garnering an immediate ROI from a blog, they’d quickly run out of viewers because blog readers don’t want to be sold, they want to be entertained or educated.
So why would a business owner want to blog unless the effort translates into immediate sales? The answer lies in the fact that relationship building takes time, and becoming an effective blogger takes time as well. The whole point of blogging is to increase online interactivity, it’s about building relationships and exchanging information. In other words, blogging provides business owners the opportunity to educate and learn at the same time … basically for free. Smart business owners would jump at the opportunity to tell their story to a targeted audience while being presented with organic market research. However, blogging has become a buzzword with the get rich quick crowd, and unfortunately some negative perceptions have been developed as a result.
Therefore, what is the right approach to take with a blog. My advice would be to:
1) Build your blog through your existing customers first, ask them for feedback and find out what content is meaningful to them.
2) Don’t expect miracles overnight. Be patient, allow your readership time to participate and engage. Don’t be on the lookout for immediate sales results, it could effect your style and turn readers away.
3) Don’t blab on about your products. For a blog to succeed, you need to develop a community centered on relevant information exchange. No, you don’t need to blog about fishing or your favorite pizza, but talk about things in your industry or community that are relevant to your company and customers
In the end, blogging can be used effectively as a marketing tool because it can build intimacy with your brand through putting a face on your products. Just make sure you don’t confuse blogging with advertising.