When someone is starting out to open an online
business, it is very important that he create a strong and vibrant
persona to whom people can relate, whom they can trust and ultimately
from whom they will buy the product or service being offered.
This may, at first glance, seem like a very people centric brand
building process. But social media can also lend itself to businesses as
well, like particular business promoting. It lends itself perfectly to
either one. If you’re an individual and you want to build a personal
brand, social media is superb for that. If you’re a company, it’s superb
for extending your brand or building your brand awareness of your
company as well.
The key is, you have to have either someone who is in a position of
authority, a CEO, a senior director of marketing if you’re a larger
company whatever it is, giving the authentic voice to that message. If
not that person, then you have to empower the person who’s going to
write whatever it is they will, and to give them the authority to be
able to create your voice or take your voice and carry it out to the
masses in a way you approve of and is coherent with you. Also, the
experience people have must meet the expectation you’ve created when
they come into your store or they buy your product or they call you on
the phone.
It works perfectly for either one and it’s just a matter of creating
that authentic voice, being very transparent, being very relevant and
making sure that if it’s for a company or a product and it’s not senior
people themselves writing and doing it, the person they put in charge
commands enough trust and will be authorized and have the authority to
do what they need to do.
To start building that compelling persona, regular, daily blog posts
need to be created.
There are a couple of ways of setting up the blog. You can use Posterous
which you’ll find at posterous.com, which is a free blog service.
Posterous is one of the blogging platforms which is most effective
because it allows you to do virtually everything to your blog from a
cell phone, a BlackBerry, and iPhone, anything that you might be using.
You can port a domain name over to it so it would be your domain and
then your blog would show up when they type that in. You can do that or
you can use a WordPress blog or a TypePad blog, any of them you want to.
The purpose of the blog though, is to develop links back to your main
website so that when searches are done, people end up back to wherever
it is that your products and services are, so they can learn more about
your company. This is also called link
building.
To set up the blog it’s very simple. You set up a WordPress blog and
that’s where all your posts are going to be at. Ideally if you use a WordPress
blog it would be a sub domain of your main website. So you just have a
link to it. In my case it would be howtosellwhennobodysbuying.com/blog
or boldapproach.com/blog or whatever it is and then it would go there.
Those are the kind of things you want to do.
Then from there what happens is, your domain is ranking higher and
higher in the search engines because everything is your
domain/blog/whatever the topic is with the keywords in it, that’s what’s
going to get it ranked. So the purpose of the blog, is to drive traffic
back to your website and as well as showcase your knowledge. As people
search for these terms, or they search for these keyword phrases,
they’re coming back to you and seeing you as the most knowledgeable
expert.
My goal when I help a client start this process, is to think of it like
this. We’re casting a net and any place you step on the internet, we
want you to step into our little net so that we can reel you in.
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