Okay, so we’ve gotten past the tools question. What about the RBI…err…ROI of Blogging?
Jordan Behan at TellTenFriends Marketing shares this great find in Blogs Equal Traffic, Part Deux: "People are more interested in what I have to say than what my site is selling." Amen!
My good fri-ent (friend first, client second), Tom Vander Well at QAQnA has shared findings of how prospects and clients are reading his blog, gleaning quality information from what Tom is saying, then making decisions to hire Tom’s company.
So, in alphabetical order – RBI (Relationships Built Intentionally) first, ROI (Return on Investment) second.
Back to the question: "What’s a blog going to do for my business that other marketing materials aren’t already doing?" Simple: Engage your customers and colleagues in a real-time, relevant dialogue that builds long-lasting relationships.
Remember, sometimes the question isn’t always the question. Ann Handley of MarketingProfs brings this up in her comment, wondering if the question "…is really the subtext of fear: ‘What could I possibly have to say?’ "
Ann goes on to point out "…smart business owners/marketers understand is that blogs are not just vehicles to TALK…but also to listen." Amen! (two Amens in one post – phew!)
See where we’re headed with this bloggin’ thing? Engaging in a conversation, both roles.
People do business with people….with people they know, and people they like. Building Relationships. Your other marketing materials cannot, will not and do not do that.
Yes, Virginia – there is an ROI of Blogging. But it comes after the RBI of Blogging.
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I hear it from a lot of business owners: “Where is the ROI with all this Social Media?“ If this is a question you ask yourself, maybe we should work together a bit more. We can work together solo, or via a professional learning community. Find and increase your ROI. There is a “there” there.
