Confessions of a Six Figure Professional Blogger

Can a Blog Be Useful For Marketing an Offline Business?

View Comments | Posted In Marketing by David

A lot of people are looking into the potential of blogging as a form of marketing for their offline business. In fact, it seems that the 2009 economic factors are leading even more people to look to blogging as a way to make some money – and not all of it online. So, would it work?

Pretty woman with open sign I am an evangelist for internet business. I love it. However, most business still takes place offline. It is just a fact. So, if you are looking to promote your business online, you may look to blogging as a potential medium.

The thing to remember about a blog is that it is, in essence, a platform for:

  1. Communication
  2. Community building

The importance of communication in marketing isn’t anything new. Offline businesses have done direct mailings for years, so the idea of providing routine, free information and using it as a promotional vehicle is likely not news to anybody.

However, the idea of building a community around your business is a newer concept – one that really hasn’t come about until social media began taking off and people started realizing the power of conversation to build buzz. You can use a blog to build a mailing list and to invite comments from your readers. And by using the blog to form a two-way communication with your commenters, you are developing a relationship with turns them into a prospect for your business.

Blogs offer your offline business a worldwide audience. You can publish information and get it to a lot of people for free (except for hosting costs). You can build your mailing list, based on people of common interest, for free. In the offline world, you would need to use expensive direct mail or have people physically enter your place of business to get them onto your mailing list. On the Internet, you can do it simply by having them sign up. And chances are they would have never come to your blog is they weren’t interested in the subject matter. That means they’re a prospect!

So, can a blog be useful in this way? Absolutely. In this day and age, any business website which is completely static (nothing but an online brochure) is a complete waste of everybody’s time. Set up a blog on your business website and start using it.

Some quick advice for you as you move forward:

  1. Stay relevant. Perhaps the most difficult part of having a business blog would be what to talk about. What I recommend is to put yourself into the minds of your prospect. What are their problems? Their worries? Write blog posts which address these things. Comment on current events relevant to your market. You can also comment on news and announcements regarding your own business.
  2. Build a list. You NEED an opt-in form for an email mailing list on your site. Your blog is a lead generator. Treat it like one.
  3. Forget banner ads. If you are using a blog for promotion of your offline business, don’t introduce competition by placing banner ads on the blog and trying to make a buck. You make your bucks by collecting leads and converting to a sale.
  4. Go multimedia. Stand out by posting audio and video recordings.
  5. Be human. The age of formal, corporate style business is coming to an end. Be human. Don’t be afraid to have your employees online. Use humor. Be real.

The things that I talk about on this blog are not only relevant to people trying to make their money as pro bloggers. It is relevant to anybody.

Offline business owners probably don’t realize just how much they would out-do their competition if they would build their internet presence and building relationships using social media (including blogs) now. You could make a killing! Because most offline business owners haven’t the slightest clue to the power of the Internet for their business or how to go about it.

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  • It started with blogs, now stranger online means such as Foursquare and Twitter are bringing in new ways to drive local traffic.
  • Yes totally agree with you.
  • Blogging can be a useful marketing tool as long as you can do it right
  • A blog is the way to go. I have had better success going that way. It creates that community atmosphere you mentioned. Thanks David.
  • Excellent post - as someone who has an offline business and is trying to take advantage of online marketing, posts like this help A LOT!
  • David, I thoroughly agree with you on building community and communication. I would add that it is also important to have ongoing education through regular posts of the many ways of how online marketing enhances the offline business. I believe in the "spoke and hub" marketing theory where you have many different sources of traffic generation to the "hub" which is the offline business. Keep up the great site here!

    Regards,
    Bruce
  • The idea of "being real" is huge. I think people try way too hard and end up overthinking the concept of blogging. It doesn't have to be a genius 1500 word essay, 5 times a week. If it's relevant, insightful, even a great quote -- it can bring in traffic and subscribers.
  • Tons of businesses and political parties in my country used blogs as their promotional tool. So, I'm not really surprised.
  • I love your website and your blog.

    I am an Optometrist in South Florida with 3 offices who has totally embraced Web 2.0 and Social Media Marketing. I do have a blog, I am on Facebook, I am on Twitter, I have a YouTube Channel...also LinkedIn and Plaxo.

    Its amazing how much fun it is to educate and post good content about eye health and vision care....and then to get comments from local people and all around the world.

    Due to this massive online presence, I am starting to see my patients finding me and my content online and eventually leading them into my office....where I just may have them do a video testimonial after their eye exam!
  • Small businesses, even if transacting most business offline, needs an online presence! So many people are searching online these days that if you're not online, your competitors almost automatically win by virtue of the fact that they have some information. It may not be exactly what your customers are looking for, but many will stop there and go to what's convenient - and learn from the competitor's website why they should. Online is a must for all small businesses these days.
  • David,

    Nice post - I think this article from hubspot nails it on the head - http://blog.hubspot.com/blog/tabid/6307/bid/4534/Here-s-What-a-Blog-Adds-to-Your-Business.aspx
  • Great post David. I am a big advocate of helping small business to establish a presence online by setting up a blog. Although traditional marketing is still alive, small business would do well to jump on board now and start tapping into the huge online market to attract new prospects, clients, customers.

    Omar
  • ultimate use of the Internet is to balance the virual and real life aspect of business relationship

    The internet needs to be re-invented or must be used as an interactive tool that becomes part of a transaction but not the transaction. I am not sure that I am making myself clear on that one, but let's face it if you automate the process of relationship, then...where is the relationship?

    Food for thoughts...
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