[PPMA Pulse] Embracing Your Inner Blogger

Embracing Your Inner Blogger

“Blogging” has a permanent role in today’s communication lexicon and is an increasingly important tool for marketing professional services, such as pest management. However, entering this crowded space can be fraught with questions and concerns as you develop an interesting and defined voice for your brand.

Consider these quick facts on the size and impact of the “Blogosphere:”

• Although the actual number of blogs widely varies, e-Marketer’s 2008 study showed that nearly 22.6 million bloggers are active within the United States alone — a number that has likely risen as you read this last sentence.
• When typing “Tips for New Bloggers” into Google, 127 million results appear, which is more results than the search phrase “Tips for New Moms” will net you; nine of the first 10 results are blogs offering information on blogs.
• According to the book, Public Relations: The Profession and The Practice (Aronoff, Baskin Lattimore and Toth, 2008), the number of Internet users now regularly reading blogs has risen from 11 percent to 27 percent in just the past year!

Even more interesting — and perhaps more important to our industry — is this finding from Technorati’s 2008 “State of the Blogosphere” study: “Whether or not a brand has launched a social media strategy, more likely than not, it’s already present in the Blogosphere. Four in five bloggers post brand reviews, with 37 percent posting them frequently. Ninety percent of bloggers say they post about the brands that they love (or hate).”

From all of this information, it would seem that entering into online conversations with current or prospective customers via blogs is becoming a critical marketing tool. In fact, many companies within our industry have developed a blog because they recognize the “blogosphere” as an important area in which to be present for customers. Yet, what is so critical to understand about blogs is that for success, you simply cannot be present. You must be active.

Perhaps your company blog is being under-utilized (or not utilized at all). Perhaps you want to enter this online space to more clearly define your brand voice within the marketplace. Whatever your goal, whatever your budget and whatever your company size, here are just a few important tips in developing — and maintaining — a company blog.

COMMIT TO POSTING REGULARLY. Blogging is time intensive and when undertaking this type of initiative, such a crucial piece of information cannot be underestimated. For blogs to be successful, they must be cultivated and given the time — on a daily basis — that they deserve. Like riding a bike as a child, blogging becomes far easier the more often one does it. Set aside time every day — or perhaps schedule time in your calendar — to blog. The more regularly you post, the more visitors will be enticed to return to your blog and check for updates. Updating is about keeping readers engaged — “wanting more,” if you will. Once regular posting becomes a habit, you will come to find that blogging is no longer a task you have to do but rather, one that you want to do.

BE PROFESSIONAL & PERSONAL. When you consider that a company blog is a marketing tool that is supposed to help better position your professional services, it is tempting to use your blog for “advertising.” However, it is important to view blogs as they were meant to be — as an area for conversation. Although the underlying message of your expertise and service should always be present, it is critically important to be personal within your blog.

Perhaps you can discuss (and link to) an interesting newspaper article, highlight a local issue that affects your company and/or customers in a real way or provide pest-proofing tips, in detail, which have personally worked for you. Whatever you choose to blog about, you must be sure to strike a proper balance between a personal and professional message in order to connect with readers and achieve success.

BE REALISTIC ABOUT SUCCESS. Speaking of success, what does it mean to have a successful blog? Is it about unique visitors? Returning visitors? How many new leads come from your blog? How many leads convert into customers? There are various ways in which to measure a blog’s success but no matter how you choose to do so, you must be realistic in your goals. Your blog is likely not going to be the next “Perez Hilton” or “Huffington Post.” Therefore, it is important to define how your company views the success of its blog. Whether about new leads, new sales or new visitors, decide the goal before you begin and strive to create a blog that helps to achieve that goal. Don’t blog simply to do so. Have a strategic purpose to every word you type!

FINAL THOUGHTS. It takes time and consistent effort to develop a successful blog. However, this type of marketing initiative can be quite beneficial in positioning your company as expert, savvy and forward-thinking. By making a commitment to blogging and engaging the many current (and prospective) customers in conversation about the professional pest management services your company offers, the opportunity is there to not only become an industry leader within the blogosphere but more importantly, to significantly grow your bottom line over time. 
 
The author is executive director, Professional Pest Management Alliance. She can be reached at mhenriksen@giemedia.com.