At least once a week, I'm asked if blogging does anything positive for my business, which is management consulting. Most of my non-blogging colleagues know that I spend a considerable amount of time online, looking for things that my readers might find interesting and informative, and shaping posts that tell the story quickly and (hopefully) clearly. Soooo, what they want to know is . . . is it worth the effort? Does it really support conversion for my practice?
I never hesitate to answer their questions in the affirmative. Yes, to me it's worth it. And I hope that it's also worth your time, as a reader, to check in and see what's here from time to time.
In terms of "what's in it for me," I share the hope of the e-tailers profiled in Rick Bruner's recent post in Business Blog Consulting. My faith in the power of blogs, is based on 5 assumptions, which Rick elegantly presents as follows:
- They’re niche-driven attracting readers who are interested in the topic at hand. That’s qualified traffic. It makes sense that those will be some of the best customers.
- If the blogs are routinely updated visitors will come back again and again, many of those being existing customers.
- Trust and brand loyalty will result.
- Many of these customers will become evangelists for you and talk about you via their own consumer-generated media outlets (blogs, IM, chat rooms, email, etc.).
- Your blog will become a center of influence around which a community of interested customers/shoppers develop.
If you are deeply committed to blogging as well, and getting the same questions from your friends, colleagues (or your boss) . . . share the list above with them. But be prepared to show your results.