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13 Tips for Marketing Your Business With Your Blog

发布者Darren Rowse 16th of June 2009 企业博客 0 Comments

尽管在博客上的内容是abyabo娱乐out the ‘Business of Blogging’ I’m regularly asked to speak at conferences and receive emails from readers with questions about how Businesses canuse博客s to grow themselves – particularly in their marketing efforts.

Below are a 13 tips that I usually try to share with Businesses wanting to use blogging in their marketing mix.

企业博客,marketing.png

1.首先,听博客后

也许是一个公司所能做的最有用的事情性能试验ore they start blogging is to monitor the blogosphere. There are some wonderful tools around for listening to what bloggers are writing about your industry, your company and your products. Many of these tools are free (Google News Alerts for example). Plug in some keywords relevant to you and your industry and see what is being talked about.

你还会发现,当你“听”,你会开始学习博客,以及这些在你的行业都已经在使用它的文化。这会教你很多都关于什么是可以接受的,什么礼仪,但它也可以给你如何从别人在你的利基与他们的博客做区分你的博客了一些线索。

Lastly – watching and listening will help you identify key bloggers and influencers in your niche – these are people who can teach you a lot, introduce you to the niche blogging network and perhaps help you get started .

2. Know what you want to achieve

What objective of your business is your blog helping you to meet? Don’t just start a blog because it is the ‘thing to do’. Consider what channel/s of your business your blog is going to help strengthen, what goals you want to achieve with it and what it will and won’t aim to do.

You might find as you ponder this that you have quite a diverse set of goals for your blog. This can work – but you should also probably consider multiple blogs if your objectives are wide and varied. There’s nothing wrong with multiple blogs, each with their own focus and purpose.

3.有用

Good blogs meet needs, solve problems and help those who read them in some way. This doesn’t mean your blog has to be full of ‘tips’ (although tips related to how to use your products could work) but you should consider who will be reading your blog and what sort of needs they’ll have.

将they be looking for information about your company and products? Are they looking to find information on your staff members? Do they need news from your industry? Do they have specific problems that you might be able to help them solve?

虽然是“有用”听起来不像的东西,将转换为直接销售它可以在那些读您的博客和您的企业在长期产生深远的影响。解决人的问题,当他们旁边正在寻找进行购买,他们可能只是过来敲你的门。满足需要有人和他们可能只是告诉他们的网络你。

4.是个人和专业

有建立一个博客,没有人的风格有写他们在没有单一的方式,最终是你的博客,你可以开发你自己的方法......。但…。博客做借给自己通信的个人风格。您的公司可能已经传达第三人称内容更静态的网站 - 使用您的博客(或博客)做不同的事情。

在一个更加个人的声音给你的公司的脸,声音和个人风格的写作,使用图片(作者和其他工作人员),通过展示一些你的公司等的幕后是人类!

Try using different mediums (video, image, audio) as well as text to show your company is not just a logo and mission statement but a place where real people are at its heart.

This doesn’t mean professionalism goes out the door – always keep in mind that everything that goes up on your blog either potentially adds value to your company or takes away from it – keep your standards high and remember that everything you publish is effectively on the web for ever (even when you delete it it’ll usually be indexed in an internet archive somewhere).

5. Don’t Be Afraid to Sell, but Don’t be too Salesy

这是确定用博客宣传导向活动的产品或跑销售。我见过一些人认为,博客不应该被用来销售 - 但我想,只要你透明,并保持自己的帖子有用“销售的相关岗位可以工作。关键是使后不仅仅是与态度“不惜一切代价出售”会更有用。

Why not run a blog special where you offer those who read your blog a special discount that can’t be had anywhere else? Perhaps offer blog readers coupons or bonuses when they buy? If you are providing people with value they won’t mind a promotion from time to time. The key is to keep everything you do on your blog of a high value and usefulness and avoid getting into hyped spin sales talk.

6. Link, Link, Link

Many businesses are afraid to send people away from their blogs and end up being very insular. This ignores one of the key things that blogging has been built upon – the link. Blogging is a medium that has grown so quickly because traditionally people have been very generous with their links to other sites and blogs.

虽然这看起来有点反直觉的(从您的博客发送人外),如果您将相片传送到高品质,他们会因此而感谢你,并回来更多有用的信息提供价值,你的读者。帮助人们学习的东西,受理,做出了巨大的新的连接,保持最新的最新消息等,可以发展自己的个人资料和感知的专业知识。它还可以帮助你在-道路与他人在你的利基让当你给他们的流量,并可能导致回来在你和富有成果的伙伴链接。

7. Establish a Rhythm of Posting

A blog doesn’t need to have new content on it every day to be successful. What is just as important as lots of posts is regular posts. In my experience readers like to know that they’ll get a regular stream of content and not sudden bursts of lots of posts and then extended periods of silence.

My advice for a new blog is to aim for 2-3 posts a week when you’re starting out. In time you might be able to lift this rate to 3-4 and then move towards 4-5 in time. This way you’re not biting off more than you can chew too early and providing your readers with a steady stream of useful content.

8. Avoid Ads

If your main objective as a business starting a blog is to grow your own profile and add to your own Marketing messages then you should avoid running ads on your blog. I’ve seen a number of businesses fall for the temptation of making a few dollars by selling ads on their blog – but all this really does is distract your reader from the one company you should be advertising – yours.

At the worst end of things you could be highlighting your own competitors by running ads on your blog with a system like AdSense which allows any company to target ads on your own blog. Instead of making some loose change with advertising – develop internal banner ads for your products and services and put them at key points on your blog so drive readers to buy from you.

9. Determine your Comment Moderation Policy

One of the biggest fears of many companies getting into blogging is about what will happen in their comments section. What happens if a customer with a vendetta starts doing damage there? What if a competitor sees an opportunity to stir up trouble or promote themselves?

Different companies have different approaches to moderating comments on their blog and while some bloggers can get a little rigid with their views on this – there’s really no one single rule that should be applied to all blogs. Ultimately it’s your blog and you determine how people should interact there.

My personal preference on blogs is to keep them as easy as possible to comment upon and to allow all comments unless defamatory, spammy or containing obscene language – however your comments policy might be a little more closed than this. The key is to know what you will and won’t allow ahead of time and to make that policy available somewhere for your readers.

Also have in place a system for enforcing your policy and moderating comments. This will probably include giving a person (or a team of people) the task of regular monitoring of comments.

10.是互动

博客ging is often at its best when it’s an interactive thing. Encourage comments by asking questions in post, run polls and surveys, encourage your readers with blogs to write their own posts that extend ideas in yours, run competitions, offer special discounts for readers etc.

11. Integrate Your Blog with your Website

In most cases you should think carefully about how to integrate your blog with your company’s existing website. Again there are no rules here and it’ll partly depend upon your objectives but it’d be normal to link to your blog from your main company website and link from your blog to your website. In most cases you’ll probably also want to make sure your blog is on your main company domain (yoursite.com/blog will work well in helping both areas of the site to build your SEO authority) and that design elements are consistent between areas.

12. Finding Readers by Leveraging Your Existing Profile and Network

一个面临新的博客,他们是否被捆绑到一个企业所面临的挑战与否是如何让人们阅读。一个在此的出发点是想你已经开发出了现有的配置文件或网络。大多数公司都有客户,员工,行业协会等,他们可以通知(不被垃圾邮件),其新的博客。

If your company has other places of online presence (your company site, social network profiles etc) you should also link to your blog from these. Other marketing materials such as letterhead, business cards, email signatures etc can all also help get the word out about your blog.

13. Mix it Up

If you decide just to go with one blog instead of multiple blogs for multiple channels of your company it can be worthwhile to mix up the type of content that appears on your blog. There are so many types of posts that a company could run depending upon their objectives including:

  • 突出重点的工作人员
  • message from the CEO
  • state of the industry posts
  • linking to breaking news in the industry
  • polls
  • announcements of new products
  • highlighting key clients/customers
  • tips on how to use products
  • FAQs
  • live blogging from industry events

天空是两个职位的话题,以及你可以用它来拯救他们的媒介的限制。将它们组合起来让你的博客的新鲜。

你有什么秘诀的企业想使用博客作为自己的营销组合或在其博客的一些其他方面的一部分?

About Darren Rowse
Darren Rowse is the founder and editor ofyabo娱乐ProBlogger博客技巧数码摄影学校. Learn more about him这里和connect with him onTwitter,Facebook,Google+LinkedIn.
注释
  1. There are lots of major companies nowadays having a blog on their main website; Logitech, etc. It allows readers, visitors, and potential clients to communicate personally with a handful team in a company

    I wonder what will happen in the future (Web 3.0?)

  2. 虽然不重入业务方面“又”,许多这些技巧是任何类型的好博客的基石。而一个好的博客是商机的好跳板。

  3. My father had a family business in Singapore, the company does industrial gas, and I’m working there, I wanted to expend the business, since the customers are most Singaporean, so I would like to ask, business like industrial gas, does it had any potential to build an online blog talking about our service, and some other related industrial gas information?

    Is this kind of business be able to bring worldwide through internet or blogging?

  4. they are good tips. blog is very essential for a company. Blog can be easly updated. And these updates can be more frequent than a website.

  5. Very Good Tips. But the most Important point that “Not to use Ads on your Business Blog”, which is the most commonly committed mistake by most bloggers.
    Also, writing professional stuff and avoiding personal stuff is a must. Giving the blog a good mixture of Formal and Informal tinge is a must.

  6. I liked the point- “Listen first blog later”.

    我看到很多博客的奔波,使在互联网上的一些时髦一些非感后没有正确理解它的要点。如果他们急于和写入的速度后,他们可能会得到几百命中,但脱颖而出质量后得到更多的人气和流量。

  7. Businesses that are new to blogging often don’t know where to start or infuse marketing, so the space may begin with a heavy sales pitch, as you briefly mentioned, Darren, in No. 5.

    Readers have many questions about an industry, topic, product, or service. Allowing the space to develop through answering frequently-asked questions (which links to other questions and solutions on the companion site) is a great way to introduce a blog.

    我发现这是一个动态encourag方法e interaction, uncover problems, and develop ideas.

  8. 获得读者留下一个新的博客评论是一个挑战。所以我决定删除没有后续的属性,以鼓励读者分享他们的技巧,观念,思想,等等。然后我制作的一个博客政策明确指出,我宁愿从谁增加价值的帖子频繁,而不是一次性的人评论爆炸只是一个反向链接。另外,我挂你的一些评论建议在我的政策,给予我的读者什么版主正在寻找很好的例子。希望这一战略将建立在博客上志同道合的人的长期社区。

  9. 这些都是您已经知道了一些真正伟大的点。我希望我能想出如何在我的摄影业务使用它们。我跟比我的博客更多关于业务方面在我的网站。我需要改变这一点,但怎么样?

  10. 感谢这些技巧!

  11. 我怕我开始了我的博客,因为它似乎“的事情”!这是近2年前,我仍然在寻找我的路周围,用不同的方法的实验 - 但非常享受它。

    感谢这些非常明智的建议 - 我要考虑每个人如何应用到我自己的小生意。

  12. Thanks for the wonderful tips.

  13. I just posted my first salesy article on my new Twitter blog, I’ll see if I can reach a good number of sales following your tips.

  14. 我喜欢“听”的地步。我觉得要做到这一点的最好办法是跟踪与像易燃物(仅限Mac)的程序很好的信息,让我创造思维地图。然后我可以“看到”我需要把重点放在和发展领域。我发现,刚写笔记或存储数据并没有给我视觉思维做杠杆。

    Finally, the big thing you always have to bear in mind is you target audience. Jonathan Swift always said: “know your reader.” You literally have to visualise who you are blogging for and to what end. Even in business.

  15. I added some ads to my blog about nine months after I started blogging and wonder if I made a huge mistake after reading this. There wasn’t much info on blogging to market your business (just blogging as a business in itself) and now wonder if I should take the ads down just swallow the $50 I made so far!

  16. I added some ads to my blog about nine months after I started blogging and wonder if I made a huge mistake after reading this. There wasn’t much info on blogging to market your business (just blogging as a business in itself) and now wonder if I should take the ads down and just swallow the $50 I made so far!

  17. Great post again … I do the same and I only advertise the only comapny i eed to thats me :)

  18. Appreciate the tips.

    我刚开始我自己的博客,到目前为止,我很满意!我做了1%,但它是一个很大的乐趣,我喜欢它。

  19. This is great information that everyone can benefit from. I own a PR firm and I’m also encouraging businesses and nonprofits to leverage social media and traditional media to increase their visibility, credibility and revenues. I have free resources and postings that can help you.http://tinyurl.com/cjp2gp
    我期待着更多的下列您的文章和工作。

    最好的祝福,
    Susan Young (Twitter @sueyoungmedia)

  20. 达伦,所有我想知道的是你怎么样能够每一天创造这么多伟大的帖子?尼斯后,并让他们来了队友。

  21. 很不错的帖子,会使用一些技巧的肯定。

    >避免广告

    i don’t think that is a good idea, a lot of bloggs just living on ads

  22. 我基本上建立了我的博客作为参考书目为我的网站,也为即将上市的消息。但我也喜欢我自己和网络营销发布。我认为,博客是成为社区的一部分,一个伟大的方式。

  23. Nice graphic, did you make it yourself?

  24. 一个提示与博客营销业务。说的一切。不要只写什么好东西你的生意之中。对不良和负面写为好。当人们发现你的博客作为一个诚实的态度,他们返回回来。

  25. “8. Avoid Ads” seems to be more and more popular ideas and suggestions. I think it is very important to run ads that you can really stand behind them. I think people will trust you more.

  26. @SeoProfy You can earn on your blog but if that’s your company’s blog then you should not earn on AdSense or banners of your competitors.
    @Jaky I agree – you should be honest. People will trust you more.
    @Darren Great post! Very useful for me. This is my first post I have read at your blog :) Found thx to Guy Kawasaki on Twitter.

  27. 我必须承认,我已经受够了前5号的问题:它的确定销售,但不要太salesy。这是在寻找“正确”的平衡。

    You want to be nice ya know, but too nice and you’re not really giving people an effective “Call to Action.”

  28. Thanks for sharing the insights. Although I’m not running a business blog, the tips are equally useful for me to run my integrated blogshop.

  29. Great Information indeed.Thanks a lot for providing the very useful information.

  30. Consistency of posts is something I have been trying to overcome. I recently just pasted a note on my computer screen that reads “Get to Blogging”. I am hoping this will help remind to, well, get to blogging.

  31. very good post. save it as i am Marketing My Business With My Blog.

  32. The point regarding avoiding ads – was an eye opener. Sill I have ads but as little and as less distractive as possible.

    感谢您的提示

  33. I’m a life coach and I use my personal development blog as a platform to drive awareness for my coaching services. That’s just one aspect of it though – the blog itself is also my business (the ads provide a revenue source). I think the most important thing which has worked for me, and which might be helpful to others, is to understand what exactly is the role you want your blog to play. Do you want to use it to drive awareness for your service? Do you want to use it to gain a following? To you want to use it to educate and inform? When you are clear on the objective, everything will be much clearer.

    我已经写了一篇关于牢记的最终目标,这人可能有兴趣在这里读到:http://embraceliving.net/blog/2009/02/keep-your-end-objective-in-mind/

  34. 我想你提到的,以避免广告的事实。目前,我有我的网站上没有广告,因为我自己的广告不得以任何价值..和旁边没有工资相比其他方法不觉得做。

    Some great points here.

  35. I’m a life coach and I use my personal development blog as a platform to drive awareness for my coaching services. That’s just one aspect of it though – the blog itself is also my business (the ads provide a revenue source). I think the most important thing which has worked for me, and which might be helpful to others, is to understand what exactly is the role you want your blog to play. Do you want to use it to drive awareness for your service? Do you want to use it to gain a following? To you want to use it to educate and inform? When you are clear on the objective, everything will be much clearer.

    我已经写了一篇关于牢记的最终目标,这人可能有兴趣在这里读到:http://embraceliving.net/blog/2009/02/keep-your-end-objective-in-mind/
    Sorry… forgot to say great post – can’t wait to read your next one!

  36. 非常好的建议。只是希望我有这14个月前发现的,当我刚开始我的博客,以促进我的激励演讲的业务。迟到总比不到好。

    将be sure to check your site regularly now.

    感谢您的分享信息。

  37. Great post – I’ll probably print it out and put it on my bulletin board! I like that you continue to emphasize that it’s “your blog” – there are a lot of people out there who want to give advice and tell you how to do it, as if there is only one way, but you’ve given a useful framework that people can customize to own their process. Thanks! Love the Wordle image too.

  38. Thanks Darren,

    I run a financial planning business in Adelaide and added a blog to our site early this year. Most financial planning sites are stagnent and boring – I wanted to give people a reason to keep coming back to our site.

    我发现这是一个伟大的方式,我们如何看待某些话题与客户进行沟通。每6周一次我尝试和热门话题运行一个为期一周的系列 - 东西,如选择理财规划师或我们的投资理念。

    The blog has also helped our placings in Google searches. We’re not on page 1 yet, but every month I can see our positions getting better as we add more content. Also, traffic is increasing as people who are searching for financial advice find our site via search engines.

    We’re receiving positive feedback from our clients and over time we’re hoping they share our articles with friends and generate positive word of mouth.

    The other thing that has helped me was running a separate blog since late last year with a marketing focus, totally unrelated to the financial planninb business. I learnt a lot through trial and error with that blog so when it came to setting up the work blog, I had a much clearer picture about what to do.

  39. Thanks for the timely tips! I’m a novice blogger and you’ve answered some very basic questions regarding voice and style, plus how to promote a blog among one’s existing networks. I invite others to visit my blog and give me your comments and suggestions athttp://altruisticmarketer.wordpress.com.

  40. 营销是一个项目/位置等方面的整体运动......从电视到横幅和得到电台广告,并通过捐钱给当地的棒球队创造的感觉,市场营销,所有这一切,而广告就是一个小部分。

  41. Excellent round up of blogging tips for business and marketing… especially since many companies are adding blogs to their sites, or even building their sites on a blog platform like WP… one would do well to heed your advice! =)

  42. 我是sooooo breaking #7. What I need is a schedule and I really hate schedules! I dont get alot of comments, so I feel like it just gets thrown out there and no body cares. Thanks for the motivation. AND I am finishing your book this weekend! PROMISE!

  43. 感谢您的宝贵意见!我很快就开始了我的公司自己的博客,这一切都是非常有帮助的。我尤其#6同意:LINK!我不喜欢这样无视其他行业和意见领袖阅读博客。伟大的职位!

  44. 我是just beginning to build my blog and this was of very very useful.
    1.Listen first blog later
    2.链接链接链接

    I feel these are most important for any blogger.

  45. I think it is important to have a blog for a company. For a small business it is not that important. But the bigger companies have a real interest in companies blog. This can get more online customers and provide they the information online. The blog is a great tool because it is updateable. I read that the education sector is using blogs to teach the students. I think blog is a great invention. I think that people are finding out what the advantages of a blog can be.

  46. Now a days it is common that business owners are running up a blog for promoting their business. This really works good because you are building your own marketing medium for the business.

    And this is possible with zero investment of money. Thats great to say !

    -Ven

  47. 好贴,但我很困惑一点。这里向您推荐的广告没有投放,但其他职位,以及在这个博客上和你的其他网站,你正在运行的广告。

    Are you recommending not running ads on the beginning stages of your blog, or all together? You even made a video recommending a huge banner that came out recently so I’m a little confused by your advice. Otherwise, very nice tips :)

    • Hi Pete, I believe the recommendation refers to blogs that are connected to a business, for example, Apple. They don’t sell ads on their blogs. It’s different from “making money with a blog” AS your business… but more referring to “corporate” blogs.

  48. 另外一个不错的职位@达伦。嗯,我看全,我认为是行业和张贴人民的影响节奏。感谢所有这些提示。

  49. Good tips, i will try it for my own business. thanks.

  50. Great post i have a somewhat profitable site making around $700 a week, Im trying to take it to the next leval, but I gota be patient, advertising is so expensive and though I love my products and could use the traffic some times it’s better to walk before you run. The income is fine but the potential is so much more, Ive done my PR and just started my article marketing have done 10 articles. Getting into a celebrity gift bag, which I worked out in exchange for some blog work, theres many options and you allways show me more, thanks Darren

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