One of the biggest problems facing corporate bloggers is whether or not they can communicate effectively through their blog. There are a few steps that you can take to determine just how well you are reaching your audience, and it is not terribly difficult to come up with a plan on how to accomplish this. Let’s get started with the basics.

What do you hope to achieve through your corporate blog?

By focusing on the end result that you would like to have, you can better determine how to write your posts to reach that end. For example, let’s say that you want to increase consumer awareness of your company. This would mean that your posts would need to focus on community efforts that your company is hosting, more information about how your company operates as well as posts that give a more human side to your company.

If your goal is to sell products, you will need to work on a different approach. In order to effectively sell via a blog, you have to follow the basic tenets of copywriting, and find a way to incorporate them into a blog post. For example, you have to have a problem, discuss how that problem effects the consumer and then supply them with a resolution to that problem. This may sound difficult, but there is a way to work this into a blog post.

Let’s say that you sell auto parts and you are trying to increase your sales. One blog post that you could write could focus on the problems of dealing with salvage yards for parts. In this instance, it can be difficult to find parts that are in good condition. There is your problem. Now, you can elaborate on what bad auto parts can do to a vehicle, ie: discussing how this issue affects the consumer. Then, you can offer them a solution, ie: your auto parts that are in perfect working condition and come with a warranty.

This can easily be adapted to any industry, and as long as you are following the basic Problem/How it Affects Consumers/Solution formula, you should not have any problems writing effective blog posts that will sell product. But you can’t just stop there, you also need to focus on why a consumer should trust you. This can be accomplished through other means, such as testimonials, as well as by providing your readers with useful information, not too many sales pitches and a good rapport with you, the blogger.

If your goal is simply to get more visitors to your site and the blog will be used to feed them into your main site, you can take a different tactic. This will require finding interesting ways to induce people to visit your site, such as news that will integrate well with a specific division in your company. For example, let’s say that you run a sales training firm. You are trying to get new clients, and finding it difficult. Your blog could cover recent statistics about a drop in trained sales people, and that would feed into your training division. Again – problem and solution.

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Originally posted 2008-11-05 05:54:47. Republished by Blog Post Promoter

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As corporate blogging gets a bigger foothold in the business world, more niche instructional books are starting to pop up. One of these that is actually well worth the read no matter what niche you are in is Realty Blogging. Designed to assist realtors in taking advantage of the benefits of corporate blogging, it goes in depth into many topics that all corporate bloggers can appreciate.

The main focus of the book is how to use your blog to build your brand, increase consumer awareness and sales, and all three of these points are crucial for any blog. The first chapter covers how a blog can be used as a strategic tool for realtors, and offers many reasons why this medium can be incredibly powerful, if it is harnessed correctly. It also goes over the changes in how technology is affecting the realty world and how realtors can take advantage of this before everyone else does.

The next few chapters discuss search engine marketing and direct communication. The first goes into how to target keywords for your blog, researching techniques that can increase your effectiveness at reaching your target audience and how to build up your niche. Again, powerful advice for any blogger. We appreciated the chapter on communication since this is another area where many bloggers fall down. It’s one thing to write a blog, it’s another to use it to develop relationships. Many bloggers fall into the trap of not keeping up on their reader correspondence and this can be a death sentence for many blogs.

Chapter four should be read several times and covers how to use your blog to build your brand. Specific tips are given, such as how to handle word of mouth marketing via your blog, as well as how a corporate blog can also be used for recruiting – another rare topic that is covered only sparsely in other books.

Chapters six and seven discuss how to become a trusted expert and then how to parlay that into relationship marketing. This is absolutely an exhaustive resource on both topics and goes much further than average books on this subject do. Chapter ten was another highlight and offers some great tips on blogging for lead generation. Yet again, another topic that is woefully ignored by many authors. This chapter should be read by any blogger, or manager that is looking for new ways to acquire leads.

We recommend this book to anyone interested in corporate blogging, particularly if you are doing so to make money, generate leads and further increase your sales. Although the book is of course geared towards realtors, there are many tips on lead generation that will apply to any industry and can be put to good use by any blogger. By far the best book we’ve read in the realty niche, and incredibly useful for just about anyone. We have high praise for this book and look forward to reviewing other niche corporate blogging books.

Originally posted 2008-10-03 05:49:11. Republished by Blog Post Promoter

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