The Blogging imperative
Working with four different CEO’s this week, each one already successful and forward looking with their own business and in their own industry, I raised the subject of blogging and competitive advantage.There was a similar initial reaction in all four offices. This was one of horror that the possibility exists that there is yet another call on the existing time allowance of 168 hours per week. Many want know incidentally, how to supplement that figure. As yet, here in Hereford, England, we have been unable to do this for any of our clients. Such is the speed of change that many leaders are having to look seriously about how they allocate existing time, energy and resources to the demands of the knowledge economy.
One way for a leader to work out whether to blog or not to blog is to put their topic of expertise into Google search plus ‘blog’. Take ‘low vision optometry’ for example. If this is your area of expertise, one press of the button will reveal all the other people in the world that are also writing on this topic. With a little bit of practice and by leaving your comments on their posting, you become drawn into the conversation. As time goes by you find yourself exchanging views on your topic with other ‘thought leaders’ in this industry. This raises your profile, raises your expertise and well, will it lead to competitive advantage?
posted by Tim @ 8:30 AM
2 Comments:
I have had this very same question asked of me as a Small Business Owner.
How ever have you got the time to put out a Weekly Podcast and Blog? Here's my stock answer:
1: Folk said exactly the same when Wiggly Wigglers had a website in 1995. Now this accounts of over 35% of our sales with the minimum outlay of all our methods of marketing spend.
2: How much of your advertising budget are you wasting at the moment? Wiggly Wigglers cant tell and I very much doubt you will know. At least social media gives you a chance to have a two way conversation as well as sales making for very cheap market research.
3. Please yourself! One thing is for sure, people are talking about you and your company online whether you like it or not. To me much better to be in the conversation than having folk talk behind your back!
Last but not least: Advertising is SO boring and I am SO sick of it. Redirect some time and budget to Social Media - its MUCH MORE FUN!
Many thanks for this Heather. You are absolutely right and I think more and more of us are looking to sell both product and service online. Have you bought our ebook yet?!
Traditional advertising is almost old fashioned for lots of businesses today and even if it isn't, there is often no way of knowing how much spend is wasted.
Your last point is vital. It's not about being ON the web it is about being IN it, in order to create your own community.
Good luck H, we think that you, Phil and everyone of your team are stars!
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