Hi folks, I’m republishing this article because I’ve discovered new info which may be helpful. You may also notice a new URL/domain name for this blog. It no longer “lives” under LauraBenjamin.com but has it’s own “address” of BenjaminsBusinessBlog.com
How to Start a Business Blog
Blog platforms, social networking tools, affordable flip digital video cameras and website templates have made it possible for ordinary folks (like us!) to get their message to the masses with little money down and a reasonable learning curve. Take it from me. I’m a non-tekkie who didn’t even know how to use a computer when my kids and I moved to Colorado in 1993. We stayed with my cousin for a few months and he let me play with his computer. I mangled his margins and all sorts of settings in the process but the best way I learn is to learn by doing. Hopefully you will continue to learn as I “do” so I can make the mistakes along the way and save you the trial and error!
So why would I want to create THIS blog when I have my original newsletter, Colorado Communication Coach Blog well established with thousands of loyal readers? Here’s why:
- There is information I can share that is only of interest to those who own, operate or are thinking of starting a small business. Topics like marketing, search engine optimization, pricing services, how to evaluate merchant accounts and shopping carts, whether to start an ezine or do a blog, etc. are not of interest to the great majority of my other readers. Rather than risk losing them by diluting the focus of that publication, it’s better to create a new one addressing the needs and interests of independent business owners.
- I started my other blog on Wordpress.com in January 2006 as an experiment. I was eager to try out another publishing platform that might take my electronic newsletter in a new direction. While hosting my first blog on Wordpress.com was a great way to learn about blogging, I’ve since discovered there are benefits of locating your blog on your own website or as a “stand alone” site under a new domain name. These benefits include: you can monetize your blog (accept paid advertising, sell stuff, etc.), you can select a new URL/domain name with keyword phrases built right into it, it allows you to segment your business to better serve distinct markets/clients, etc.
- And this may be the MOST important reason of all: I see a critical need to provide support and encouragement to business owners who are liberty-loving, prosperity-bound, free-market supporters who now face increased intervention, regulation and taxation. This blog is written with the intent to help you make money, stay competitive, attract the right customers and leverage new ideas as they occur.
So here are some benefits of blogging and how to begin:
1. Be clear about your blog’s purpose and WHO will want to read your blog. This is THE most important issue to consider because it drives every other decision you’ll make. If you are very clear about the purpose of your blog and needs of the reader, then you can name your blog and write your posts to speak directly to those folks. You’ll be more likely to attract the right kind of readers and you’ll see your subscriber list grow, rather than lose folks along the way who don’t find your topics relevant to their needs. Believe me, I’ve learned this the hard way.
2. Choose a blog title that incorporates the primary keyword phrase you use to describe your business. The keyword phrase should be something the majority of your paying customers type into a search engine to find you when they want to pay you money – those last three words are really important. There are a lot of folks out there just looking for free info, which is fine. But YOU want to attract customers, don’t you?
3. Start out using the free blog services provided by Wordpress.com. That’ll allow you to test the waters and keep money in your bank account.
4. Then, later on when you have the feel of it, you can purchase a strong domain name and hire a web person or tekkie teenager to upload free Wordpress.org software and fun templates. You can even find web hosts who already have the free Wordpress software as part of your hosting package (like Godaddy.com) so it makes the job much easier. I learned how to do it the more complicated way first, and then did it the easier way the other night via Godaddy. (I get no compensation for mentioning that business, by the way)
5. Set up a feed system. Posting to your blog is one thing. Distributing your content to eager readers is quite another. Feed systems are usually indicated by that small orange box you see on websites. Your subscribers will get your blog posts either via email (which is the way the majority prefer) and/or through a feed reader. Google now owns Feedburner, which is usually included with most blog templates. As long as you have a Google account, you can then find the Feedburner link on your Google homepage. There are also paid content distribution systems like Feedblitz, where you pay a monthly fee based on the number of subscribers. Typically you will pay about $29/month for up to 2000 or so subscribers. The benefit of using a paid service is you have more functionality and control over subscriber lists, distribution options, reports, etc.
6. Invite people to subscribe. Yes, some folks will just stumble across your blog online and may sign up, but I think it’s more effective to reach out and invite them. Do NOT subscribe them to your blog without their permission. That is a big legal no-no. Besides, you may lose friends that way. If you consult, train, speak, etc. you can bring along a Feedback Form so folks can sign up for your blog while they are giving you feedback on your presentation/services. I find that if I’m very specific about what the blog articles will deliver (the topics), then about 50% of my program attendees will sign up. That percentage has dropped from the early years because of the volume of newsletters and stuff that croweds our in-boxes.
7. Subscribe to Problogger. That’s a screengrab of his blog main page above. His posts about the science and benefits of blogging are extremely helpful. I’ve learned a ton from his site. He also has a “sister site” about Twitter you may find of interest.
8. Subscribe to Chris Brogan’s blog and newsletter. Not only does he have a clear way of sharing helpful information, but he writes like a regular guy. Which I’m sure he is!
9. Make a list of topics to write about that are narrow and deep. You want your posts to be very specific and there will be days when you look at the screen with your mouth slightly open and a glazed expression on your face. “What do I write about?” is a common concern. Whatever you write about, be sure to frame the post within the context of your blog’s purpose. Grab a spiral bound notebook or a file folder and start collecting ideas. That way you won’t have to start from scratch and you’ll have more than enough to write about when the time comes.
10. Keep the purpose of your blog front and center. Due to the nature of a blog (where frequently updated content is like candy to the search engines), you will get higher search results vs a website which was created years ago and it just sits there lookin’ pretty. The other purpose of a blog is to create an interactive community and build trust. In essence you are inviting prospects into your business virtually without them having to make a huge commitment while they’re getting to know you. If they can study you from afar for a while, the comfort level goes up. They feel like they already know you. And at some point, they’re more likely to do business with you – when it’s safe, when they trust you.
11. Finally, did you know you can use blogging software like Wordpress to create your website? In other words, your blog IS your website! I certainly would encourage you to consider this option if you have an old site you’d like to eliminate OR you’ve never had a website and you want to save money. Technology evolves and fortunately it makes it easier and cheaper for us to do business and get our message out there as a result!
Laura, writing from 6711 ft. above sea level
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