Lis Calandrino

As retailers we are always hung up in selling product. It’s as if we still think the customer builds a relationship with the product rather than the salesperson. More than ever, the customer wants to know if your “representative” is trustworthy. If the customer has done business with you before you have a better shot, but it’s still no guarantee that she trusts you. What happened to all those other “trustworthy” people, where did they go?

So what can the blog do?

One of the big things is to encourage a dialog between you and your customers. There’s no guarantee that they will respond to your posts but you can ask for comments, do surveys and write a post that might provoke new thought. The key is to get readers to pay attention and want to come back for more. This is the difference between the old advertising — push in my face — and new advertising — pull me in because I want to be there. Remember, this is the way to get your customers to offer more clout, precisely because it comes from your customers. It’s like when you were a kid and your mom bragged about how good a ball player you were. As your mom, she was expected to support you, or at least we hope she did. What a difference when your friend’s father bragged about how good you were. Endorsements from others always have clout — you know there's no ulterior motive.

Remember, the Internet is viral; if someone likes what they see or hear they can pass it along to others. In addition, you can link your blog to Facebook or Twitter for all the world to see. Start collecting those friends.
Develop a blog following. Get your friends to “opt in”, which is basically signing up for a subscription to your blog. It means, "send me updates, I like what you say." Encourage people to pass your blog along to others that they think might like the information. Now we have more people involved. Ask that you send them your blog updates and provide a testimonial for you. A testimonial is really an advertisement.

Create excitement and fun on your site. There’s enough boring things in the world without you adding to it by supplying a commercial about your business. 
You want to be the person with the blog that people want to come to. You’re credible and interesting. Well, maybe/yes/no. Is it compelling? Are you trustworthy, fun and someone I want to see or hear again? Or was once enough? Try to solve it. A blog is a way to share information — information that interests all.

As Chad Rothschild said, “Remember, people buy from people. So don’t forget the human element. It is more powerful than corporations think."

Resources

Chad Rothschild
Chris Bowcutt

I have looked through many blogs and read about many blogs; now I have my own ideas about what makes a good blog. Here are some ideas for you to consider as you determine how to build your blog.

• A blog is not simply a commercial for your business. If this is your format then you probably won’t have many takers. Why, you ask? Blogging is part of the new Web world — commonly called 2.0 — which is the conversation with the customer, not the one where you tell them or show them why they should buy from you. Your customers will get the idea from your blog. Are you writing things that are of interest? Will they comment or send you notes? The blog provides the means for conversation.
• Ask your readers what they would like from your articles. This is a good time to consider how well you know your customers and what you can be doing to build relationships.
• Take a look in your industry. What are others writing, talking and blogging about? Call them and talk with them. Add comments on their blogs or ask if you can be a guest blogger. This will get you some experience and ideas as to how blogs work. Send a blog link to all of your friends and ask what they think. This will get you some good feedback.
• Make a long list of topics that you can write about. I say long because you want to write because you love it not because you hate it and now you have another job! Check other blogs in your industry and see how you can make yours different or what can you build on.
• When you write your posts, add links to other blogs, articles on the subject, videos and photos. Remember, the reader should come to you because you add value — not only from your writings but from other places when they can get ideas. Start collecting information, sign yourself up for RSS feeds on topics of interest. This way, you'll get info all during the day and will get the latest scoops on your topics.

Don’t forget to make it easy and have fun!

This is a first in a series of guest posts by my friend and associate, Chris Bowcutt, a writer who specializes in Web marketing. He'll be writing about the basics of blogging and social networking with the aim of addressing some of the questions a number of readers have asked in the last few weeks. Enjoy!

Are you confused by the world of blogs, online marketing, social media, tweets, diggs, reddits, etc…?

If so, welcome to the club.

In my view, a blog or any other online outlet is utter nonsense and completely unnecessary for the vast majority of people on this planet. Not only do they take away from the more important things in our day-to-day lives, but every new site, widget, app, utility or concept seems to add even more irrelevant blather to an already bloated cyber-world — one bursting at the seams with dead or dying blogs. For a small minority of people, however, taking the time to conceive a purpose for a blog, set one up and then commit to growing it can be a very noble pursuit — and one that can pay dividends for their brand.

So the question is, which category do you fall in?  Or rather, what category would you rather be in? If you have every reason to be online blogging but haven't yet taken the leap, see if any of the following objections is the reason for your resistance. Getting beyond it is easier than you think.

Objection #1. I have nothing to blog about.
You do. If you are alive and breathing, you have something to write about. If you are passionate about something, you have something to write about. If you are in business, you most certainly have something to write about: your business. The point is to get up and running. If you don't know what your "voice" is now, it will come.

Objection #2. I'm a dinosaur and the technology is too complicated.
That's what almost all of your peers are thinking too. But guess what? Those very few who have decided blogging is for them are already ahead of you and everyone else with the same mindset, and they're reaping the rewards. Get out of the "dinosaur" mentality and recognize that learning new technology is not a matter of age, but simply a desire to be successful. It's the same approach that's made you this successful in life so far, isn't it?

Objection #3. Blogs are for the new generation of vain, exhibitionist youngsters who have no shame and no restraint on what they're willing to divulge about themselves.
Yes… but only for a very small segment of the blogging world. On the flipside, you'll find the people you admire most out there blogging as well — and not about trivial things. They're writing about their industries and trends and things that genuinely move them.

Objection #4. No one will read what I have to say.
That's possible, but your level of involvement in your blog will dictate how valuable others will find it. Quality will always bring people back. If you love your business and enjoy what you write about, that's all that matters. At least you're leaving a footprint out there in the Web world. If you're consistent and write quality posts though, readers will find you.

Objection #5. I don't have the time to maintain it.
Like anything, the more you cultivate something, the stronger it will be. Blogging doesn't have to be an everyday pursuit. Posting four, three, even two times a week is fine. As long as you're maintaining it and showing that it's being cultivated. There's nothing more depressing than coming across yet another blog with a great title and a great tagline, but hasn't been updated since September 2007. What happened?  Remember, you can always delegate the management of your blog to someone in your business.

It takes very little to be up online talking about your product, service, brand, business or opinions. Consider whether any of the above objections are ones you’ve been spinning around in your mind. Then take the next step.

Chris writes at www.chrisbowcutt.com and http://binza.blogspot.com. Contact him at cbow142@yahoo.com.

According to Technorati, there are 150,000 new blogs created each day. There must be some reason. Blogging is an economical way to build your business by interacting with your clients in a world wide forum. What better way for people to become familiar with you, your skills and to build your branding message than an online forum?

Let's not mix up blogging with Facebook and other social networking media; business blogging is not about your life – it's about what  makes your business powerful.

Customers who sign up get automatic updates and can interact with you and give you feedback on your ideas. According to Steve Broback, in his article The Business of Blogging, "Google loves blogs and they rank high in search results. Google has become every company's de facto homepage. Research shows most new visitors to a given company's site come through links from Google so your blog can greatly amplify your site's search engine results."

Many businesses have Web sites that are static and just sit. A blog will wake up your site, your customers and your employees, a place where, if the content is right, people will keep coming back for more. If you're saying the right thing you will be building your business and you will be in control of the content. Too many have their Web sites built and don't have any way or any know how to change the content or "fix" little glitches. If the site builders leave, We have a dead Web site with outdated information and graphics.

Want to get started but don't know how? Remarkablogger has helpful hints daily on how and what to write as well as new developments in the blogging field.

Go out and look at other blogs in your blogsphere; what are your competitors doing? What are other bloggers saying? Take a look at Christine Whittemore's Flooring the Consumer for a great example of a full-blown blog. Check out Talkfloor for some industry blogs.

Write about your industry, new products, your experience with products and installation. Ask your customers to comment on your products, what do they think? Eventually you will have a network of people who will be singing the praises of your business. Don't worry about negative comments, it happens to everyone, just fix whatever it is and vow to get better. A blog is like having a world wide consumer panel without the costs.

Ask an architect to comment on a product you recently recommended or a general contractor and his experience with your work crew or your salespeople. Blog about the price of raw materials and have your manufacturers comment.

Blogs are like a form of public relations for your business, one that you can easily control and use to your advantage.

Keep them short, to the point and give them good titles.

Let me know what you think. Will any of you out there be blogging tonight?