Having a blog is just another way to get involved in social networking. But a good blog is more than that. It should be at the core of your social marketing strategy. It is where you can define yourself and your business in the terms you choose.
You need an objective for your blog, and I think the best one is to:
“Promote Your Corporate Brand”. Not just to promote your brand, but to actually fashion it the way you want it.
Of course promoting your brand will also include introducing, explaining and promoting your products and services. But most good blogs are not just a series of ads for the company. They present interesting and helpful information.
“Promoting Your Corporate Brand” is a fancy way of saying use your blog to give your business a distinctive personality – what used to be called your “image”.
First, consider how you would like your public (customers, contacts, prospects, site visitors, etc.) to think about you. For example, if you’re a real estate agent do you want people to think of you as
- the friendly guy
- the helpful guy
- the knowledgeable guy
- the smart guy
- the reliable guy
- the experienced guy
Do you want to reflect your area of specialization in what you do? For example, if you’re an internet marketer or online entrepreneur do you have a clearly defined area of specialization? Are you
- the blogging girl
- the video girl
- the affiliate sales guru
- the list building expert
- the link building professional
- the SEO guy
- the creative web designer
- the clever copywriter
Whatever you choose, this should always (or almost always) be reflected somehow in all your blog posts. Each of your posts should clearly say “This is the voice of experience speaking when it comes to commercial real estate” or “Our web design is not only creative, but it will give you an edge when it comes to convincing people they should deal with you” or “I will work my tail off to make sure I get the best price for your home.”
Often the decision about the character or personality of your business has already been made for you. It is usually a reflection of your personal character and is simply the way you conduct your business.
But don’t assume your people know this. Make it explicit in how you promote yourself. In other words, turn your persona into a “brand”. Because of the personal nature of blogging, that makes your blog the perfect place to refine and promote your brand.
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