For any online marketing campaign, there are certain tools and methods which are needed to improve visibility. These tools include the simple, yet practical blog. Perhaps, it’s a compilation of a few tidbits of information combined with some personal experiences, but the effect is far from simple. It is the gateway of communication between brand and the online audience.
What happens when you don’t have a blog? There are still a few brands which do not partake in this particular strategy, but the numbers are dwindling. As more brands discover its importance and realize that it does more than just share, the network of bloggers increases in number every day.
What Is a Blog?
This is the question that every brand must ask themselves before they put pen to paper (or rather fingers to keyboard). Blogs have numerous characteristics, some broad and others more specific to their brand. For the most part, blogs share the brand so that the audience can not only relate to it but share the brand with others, as well.
1. Blogs are your personal brand’s gateway to the audience.
A blog is capable of such things as incentivizing people to take action. This can be done by proposing an idea or method and then asking the audience to do something (share, discuss etc).
2. Blogs are also responsible for sparking conversation.
This is a splendid side-effect of a blog, and though you can’t directly control whether others will converse about your brand, you can affect their desire to. What do you say? How do you say it? Is what you say applicable to their present situation? The goal of a blog isn’t just to present an idea, but rather use that idea to stimulate the audience’s desire to interact with you.
But, conversation is only part of the blog. Creating your brand identity can be difficult unless you’re able to interact with the audience and share what makes your personal brand unique. Remember that there are already millions of different brands with websites and online campaigns in the world.
This means you need to be able to define yourself as a unique solution to the audience. Does your brand have a story? Does it have a history? What drives your brand? Certain elements are integral to the blog and will distinguish you from the rest of the online world.
3. Blogs aren’t just newspaper articles in the online world.
Blogs can be used as tools to reach the audience through other online tools. A blog is one way of creating a brand that is shareable throughout the online world (social links).
4. Blogs can also be utilized to approach customer service situations effectively.
This is easily done by identifying your customers’ needs and answering their questions – the ones that you encounter through comments, conversation, and social networks. In fact, this is where many great bloggers generate their ideas for a blog. Customers respond and their responses become the blogs.
5. Blogs improve your ability to rise to the top of search engine results.
Remember that you want your brand to be in the top ten results, and fresh material helps you do that. Google rewards new/fresh material (by giving higher search positions) because that is what the audience is always looking for. Using blogs to refresh webpages with new information is one of the best methods of maintaining a top placement when your personal brand is searched.
Featuring your clients and audience members as an integral part of your brand through your blog generates an image that is approachable and human.
When the audience can relate to you, not just as a brand, but as an individual, they begin to develop trust.
Building trust with the audience is one of the most necessary elements to growth. When the audience trusts you, they are more likely to share, do business, and associate themselves with your brand. Trust is a powerful tool in the online industry, especially when face-to-face contact is impossible. The blog allows the brand an opportunity to demonstrate their viability, reliability, and human elements that the audience can relate to.
Blogs are an integral part of an online campaign and should not be underestimated or overlooked. In order to succeed in your personal branding endeavors, it is crucial that you not only generate a regular blog but a blog that stimulates conversation, makes you relatable, and ultimately entices the audience to share your brand in the online world.