If you build it, will they come?
It is hard work as of late, convincing individuals that blogging needs to be part of their digital personal brand strategy; especially those who have amassed valuable knowledge over the years and even those with great ideas and opinions.
Some tend to believe that all they need to have is a static presence, say hello on Twitter or Facebook once in a while, occasionally add connections to their network and they are set to attract clients. The "build it and they will come" theory.
Let's be honest, this method doesn't work and those who are venturing into this arena can back me up. There is no "one size fits all," path to success. It's about creating relationships and you have to drive traffic. BUT, it is not only traffic that is important. Unlike traditional media, where today's news is tomorrow's fish and chip wrapper, the world of the Internet has staying power. So every entry into the online world leaves a digital footprint about you that can be found.
Magnetism and four-letter words
Streetwise professionals would probably also agree that publishing blog articles is like magnetizing your target audience to you. When the blog is quiet, the traffic to your blog slows or stops.
Let's look at some benefits:
- Gives the writer credibility.
- Focuses on the author's ideas and expertise.
- Establishes credibility in the author's niche.
- Attracts the reader to the author and the author's additional content.
How awesome, right?
Who wouldn't want that?
Ever met a salesperson that didn't like the spotlight or to talk more about themselves?
Even so, when I say the word, blog it's like I've said a four-letter word: BLOG.
The definition of this word has also changed; with the advent of 140-character micro-blogs, that is Twitter; the use of video blogs, that is YouTube; picture blogs, that is Flickr. Penning a few words can lead to engagement, however-the richer the content, the richer the engagement.
Walking the talk
So, for some time, I've been pondering how I could get more people interested in blogging, making it a little more exciting. It would have to be, or I'd lose my audience, in this case:
- Executives
- SMEs
- Sales professionals
Individuals that clients will make decisions about in 2012 and future. These days, the Internet is a haven of nifty new media. A place where we read, play games, buy, sell, trade, socialize, and more.
Building a boat
Back to my challenge - to make blogging more attractive and enticing. As a parent, my instincts are to put a fun slant on it. Much like how we convince our children to take their medicine with the song, "A Spoonful of Sugar," or inspire others to remember something with a groovy acronym.
Finding the hot button
So, playing to what gets people enthused I realized this is the sweet spot...the hot button. I should find a way for them to get just as excited about their blog as they might be about "MONEY."
The acronym:
M - More
O - Opportunity
N - Needs
E - Engagement from
Y - You
MONEY
More Opportunity Needs Engagement from You
Oh yes, show me the money!
What sales person wouldn't get excited about that? Information about themselves - about their purpose - rippling across the Internet where their target audience is hanging out!
Can you imagine what could happen if we changed our perspective slightly?
So...
Pen is mightier than the sword
The social roadmap will be tough. Battles between your competitors will be intense, at a time when our clients need answers and solutions, they will go and do online research.
Customer engagement is changing with mighty mileage from social media. From a marketing, brand, and personal standpoint, a blog should be the hub of your social media and digital presence. Content Content Content
Technology is already changing who wins and how.
People - regardless of time served, status, or experience - you need to stop snarling your nose at penning a few words once in a while, and start realizing the benefits...for you, and your clients.
MONEY
More Opportunity Needs Engagement from You