If You Blog it, They Will Come. Or will They?
by Jane Atkinson
It seemed appropriate to do a tip about blogging while launching The Speaker Launcher blog.
Many speakers are jumping on the blogging bandwagon without giving their own marketing
strategy much thought.
You might have heard someone mention blogging during a workshop or teleclass, does that mean you should jump right in?
Before you spend the time, energy and money going down the blog path, here are 6 key ideas that you absolutely must consider:
Idea #1. Is your website working? One of the main reasons for having a blog is to drive traffic to
your website and to ultimately book speeches. If your website is NOT converting visitors into
speech or (at least) product buyers, then it’s not working.
When your website is not working, more traffic won’t help! Fix your problem first, and then start the traffic flow.
Idea #2. Consider the purpose for your blog. Is it going to be for sharing ideas, or will it be
promotional? The reason why blogs have become popular is because they are effective marketing tools (the search engines love them.) But guess what? That only works if you know what you are doing and how the technology works!
For instance, one big thing that I learned from my techno guru was that I should take my keywords into account when setting up all of my article categories. (You’ll see what I mean when you look to the right at the categories of this blog).
Idea #3. What is the content of your blog going to be? Are you going to provide solid tips and ideas? If not, I’d question whether or not it’s relevant.
I’ve seen blogs where people are talking about what they had for lunch and quite frankly, who
cares? Test your blog for the ‘who cares’ factor and make sure that your content is solid.
Ask yourself the question ‘is this content going to position me as an expert and get me booked
into more speeches?’
Idea #4. Do you like to write? I have found that writing keep me plugged in to my business – the more I write, the more business comes my way despite the fact that I’m not an eloquent writer.
However, if you hate to write, then consider keeping in touch with your clients in ways other
than a blog. Otherwise, it is going to become one more thing that you procrastinate and beat
yourself up for not doing.
Idea #5. Are you technology challenged? If so, blogging may be a hassle that you don’t want to
delve into. When you have to rely on other people for everything you do, you might try to keep it simple and focus your energy on booking speeches instead. Not everyone is going to be successful at every type of business strategy. Some speakers will use technology to gain more hits on their websites and book speeches while others will take other paths like building relationships, giving great speeches and making phone calls.
Idea #6. All roads should lead to action. Does every tip or blog entry have a ‘call to action’? If
you want your clients to purchase your products, then have some of your tips lead to a product. If you want clients to book you for speeches, then some tips should lead to a topic or program
outline. Mix it up and make sure that everything you do has a purpose and a strategy.
ps: What I’m giving you is very basic strategy. For the technology side of things Tom Antion has a good CD called How to Start a Blog (Weblog) to Promote Your Business and Your Agenda, I recommend that you bone up on blogging BEFORE delving in.