4 steps to successfully blogging for your business

Nikki Parkinson Life 43 Comments

It’s no secret that I accidentally stumbled into blogging. I’ll tell anyone who’ll listen about that story.

Yesterday I got to share my blogging story with about 30 people at the Red Hot Events Mastermind Meetup on my home turf – Queensland’s Sunshine Coast.

Apart from receiving a tweet saying I am “a gorgeous geek with great shoes” (thanks @reneeveldman), the highlight of the morning was opening the eyes – and laptops – of these business people to the power of blogging.  Let’s just say that my inner geek was on fire.

Love scouring etsy for additions to my "geek" collection. This one's $US12.50!

Love scouring etsy for additions to my “geek” collection. This one’s $US12.50!

See, when someone asks me to speak about my next fave subject after fashion and beauty, I get a bad case of the Jim Carrey’s … Somebody stop me!

The accidental blogger story is true. I started my styling business in 2008. I was a newbie in the business world after 20 years as a journo, and wanted a website that I could update myself. Thankfully the first person I talked to said I needed a blog.

I said, “sure I do” and quickly Googled what exactly a blog was.

And yes, three plus years later, it has turned out to be an inspired, accidental decision, with my blog not only attracting styling and speaking work but also not blogging consultations and advertising.  All the while with me at the helm of my marketing message and brand.

So, to keep things fair for those who couldn’t attend yesterday’s event, I thought I’d post here my four key tips for successfully blogging for business. 

1. Get online

A blog should be at the centre of all your online communication. You don’t need a whiz-bang website. A custom-designed, self-hosted blog that fits with your business branding is all you need to blog your way to business success.

Allocate time every day to read (and comment on other people’s blogs), answer comments on your blog and use your social media networks to spread the word about what’s new on your blog.  All this will help to build your community and increase your readership – and in turn your customer/client base.

Hang out in the social networks where your readers (and potential readers) are hanging out. As your blog develops, your Google Analytic stats will help you to manage this with less educated guesswork.

Sell by “unselling”. Online readers have an insatiable thirst for information. Valuable, useful information. Online readers also like to be entertained or thought-provoked by what they read. Tailor your information and write it so that you engage your reader.

2. Be consistent

Did you read the one about the business blogger who wrote a blog post, promoted it with great fanfare to their database and social networks, only to then fall silent for three months?

If you decide to start a blog you really need to have a plan in place that includes the number of blog posts you can comfortably write in a week, what days you are going to publish them and even what time.

There is no magic number about the frequency of blog posting that will bring you success. Yes, blogging more often will bring your blog’s ranking up in Google’s eyes but I believe the key is more about the consistency with which you post.

This is, after all, a marketing plan. You wouldn’t do a paid marketing plan without a strategy, would you?

Now, even the best marketing plans need to be flexible and it’s the same with blogging. If you are wanting to offer meaningful, credible information to your readers, pitching yourself as an expert in your field, then you need to also be able to respond and comment on current topics pertinent to your industry.

A great example for me was the blog post I wrote about How to dress like Offspring’s Nina Proudman at the height of the show’s seemingly cult status this year. It’s a post that is still viewed thousands of time each month. Another was when Kate Moss got married and I felt the need on a Saturday night to suggest she could have done better with her hair and makeup. 

3. Be yourself

The real power of your online brand lies in your ability to give your brand a personality. Whether you think your personality is a great one or not (!), that is what readers are looking to connect with.

No matter how big this online world gets, we are still people, and it’s people who other people want to connect with.  We want to see the people and personality behind your business brand and develop a relationship with that person or personality before buying into their brand or business.

Yes, not everyone may like or connect with your personality but by being YOU, you’ll attract the right readers and customers for you. And they will become your most loyal business ambassadors.

4. Just do it!

Short and sweet. That Nike mob are on the money with that slogan. You will be too if you follow suit. What are you waiting for? Go forth and blog!

Are you considering starting a blog? Do you blog for a business? What has worked for you in building your brand’s message through blogging?

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Comments 43

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  1. I’ve just gone back to my blog after a year of setting up my page without knowing much about it.. so i went back on it today to edit and update, then thought i’d do some research on australias best beauty blogs, thats how i came across this one!

    I agree the ‘not being overwhelmed’ about it, and just going forth starting. I havnt got any followers and only 5 page views (lol) as Ive only got 2 posts and havnt visited in a while.. But working on finding other blogs and interacting so people know im out there!

    Your advice was great.. sorry for the essay =S

    haha!

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  2. Craig and I are massive Michael Jordan fans which means we love Nike- Just do it is probably the phrase and action we use the most!
    Its kept us travelling around the world, and now blogging.
    It’s the only way to move forward!
    At the moment we are breaking through some personal barriers and so are using the phrase a lot.
    Craig recently jumped out of a plane even though he has a fear of heights. Just do it was followed up by “if I am going to do it then I might as well have fun doing it”

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  3. Hi Nikki
    I’m a recent convert to the world of blogging and stumbled across your blog. This is the first post of yours I’ve read but I’m going to get comfy as I think I’ll be here for a while reading many more! I think I may have taken the ‘Just do it’ call to arms a little too literally though as I have one blog which I write for fun and because it’s a topic close to my heart and another one connected to a new business I have set up. As I also write for other people I think I’ll be flat out posting once a week on my two blogs – do you think that’s too little to ever build up an audience?
    Rebecca

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      Welcome! I think once a week is fine – just be consistent on the days you decide to publish on those blogs and try and keep to that schedule. You have to be comfortable with how much you can commit to writing and that varies for everyone. If the content is what readers are looking for, they will be waiting for your weekly posts.

      1. Very good point, Nikki. Up until now I have just blogged when I have a minute or felt inspired but it makes a lot of sense that people might look for posts on a regular day. As a routine driven mum out of necessity it shouldn’t be too hard to find a regular spot – thanks for drawing my attention to it!
        Rebecca
        PS – loved the other posts too – I’ll be back!

  4. Oh so much to learn!! In fact so much that I just somehow deleted my comment – and I am going to press submit this time hoping that I don’t do one of those embarassing double publish moments 🙂

    Well – Just Do It – seems to be surrounding me right now.

    In honour of that, I posted another (very – well sorta) personal post on my blog. I grabbed the name of one work related one I got a flash of inspiration about.

    Now just to make my belief about it stronger than my fears!
    Thanks Nikki xx

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  5. Great recommendations and my personal fav “Just do it!” I have been blogging for too many years to mention about all sorts of things including quantum mechanics, personal growth, and of course social and digital media and love blogging!! It’s interactive information sharing, it is also point of view sharing and other than forums is the oldest type of social media there is.

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  6. I aspire to be a gorgeous geek with great shoes! I can check the geek bit, and occasionally the shoes … need a bit of help on the gorgeous bit …. that’s why I read your stylish blog 😉 Jacki x

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  7. Hi Nikki,

    I happened to stumble on your blog and started following it without second thoughts. I have taken to blogging recently and found your article really great.

    Keep it going.

    varsha

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  8. Great post Nikki!

    I’ve a lot to learn from you and know from personal experience how well you do all of the above points! I need to pull up my socks with Point 1 – commenting on other people’s blog. I was doing alright for a wee bit straight after the nuffnang bloggers’ conference, however then… well I could make excuses but instead I’ll just say – thank you for the reminder 🙂

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  9. The tip I love best is “Be Yourself”, there is no way of saying better when you express yourself truly with your own style, personality and belief. Thanks again for sharing all your wisdom and experience.

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  10. Thanks Nikki for follow up blog to the event on Friday. Went back to my Google analytics again yesterday. Been a bit lazy lately with these so makes the blog and talk totally worthwhile. Thanks for being to so inspirational. Xx Fran

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      1. Thanks Nikki for the tip about the plug in. I saw it earlier today googling Analytics and WP and was wondering about it. I still need to update my Analytics for my online sales which required coding into store templates. X

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  11. Great post Nikki. The perfect formula is demonstrated here, and one that is easily modelled for the budding new blogger – Relevancy, 4 tips that benefit your audience, and always demonstrating your value. Thanks for yesterday, it was brilliant. Love your work. Krishna xx

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