Small Business Blogs: How To Avoid Being Boring
I recently did a personal blog post about how professionalism can be the death of charisma. One senior manager from Sage in North America made a very valid point about how the size of the firm, culture and even the location can play a huge role in the expected behaviour of employees. He also made the point that small businesses can very often benefit from a leader and also PR/Marketing strategies that have ‘attitude’.
This makes a company stand out among the crowd, particularly if entering or operating in a hyper-competitive industry as people can relate or debate with something they can identify with – this is immensely challenging if lost behind the face of a global giant.
There are many engaging small business blogs out there that take a stance on something other than just a plain old sales pitch or review of the latest technologies. Sadly, there are more that don’t. In my view, the points below are FAR from rocket science – however they aren’t that widely adopted!
Below you’ll find errors (in my opinion) that many small businesses make with their blogs that only entices me to increase their bounce rate:
- Don’t blog about blogging, social media etc. unless you are truly an expert or unless you are engaging with fellow digital lovers. We have Techcrunch, Mashable etc. It doesn’t make me want your services. Think about case studies that show genuine benefit using real life customers. I wouldn’t buy a newspaper with a front cover story entitled ‘Ten Ways the Newspaper has Changed Business’.
- Don’t use the word ‘potential’ – it’s the professional future-looking version of ‘what-if?’
- Have you a theme that runs through all your posts and topics? It’s great to see a blog that essentially superimposes a stance on whatever topic they cover. Variety is the spice of life – it doesn’t mean you have to sacrifice an ethos.
- Blogs where the authors are visible always gains my instant respect. Even if I think the post is rubbish, I know someone is willing to stand behind it. The same applies to corporate Twitter accounts who make the tweeters known e.g. ‘this twitter account is manned by @Con_Keppel in the online department’. It also means you know who’s posts are working and whose are not to a greater extent from other channels outside of the corporate account
We have been exposed to a world of new media in the last ten years that allows us to talk in a more informal way where we control the content. It’s not about personal glory, it’s about having a blog or social media presence with personality. Thoughts?