For some reason I’m doing a good job of finding opinion pieces preaching to businesses about why they shouldn’t do SEO, PPC, social networking, blogging and so on. Obviously, being an internet consultant that could be bad for business but it’s getting my back up because I can see a common theme running through a lot of these – fear of change.
Fact: the internet is changing the way we all do business. Problem is, people don’t generally like change and this seems to be quite prevalent in traditional marketing circles, where a distinct lack of understanding of the differences in online marketing is manifesting itself into attacks on the worth of online tactics.
Case in point: This afternoon a client sent me a snippet from an innocently title article, Generating press coverage for your accountancy practice, by Tim Prizeman of PR advisors, Kelso Consulting.
Essentially he is suffering from a lack of understanding of the role of blogging in internet marketing. Corporate blogging is an essential part of online PR. In fact PR is a bit misleading in a B2B situation – it should be more like Industry Relations. Corporate blogging allows you not only to talk to your industry (like you do offline through press releases, interviews etc) but to actively participate in industry discussion with both journalists and industry peers (like you would do at an industry conference). It breaks down geographical barriers.
In part of his article, Tim says, “The next time a development arises that effects its readers (eg tax change, VAT tribunal, or you just generally think that people in that industry are missing a particular trick) immediately ring up the journalist and say something along the following lines: “Hello, I’m Mark Tomarket from accountants Tick & Bash. The change in yesterday’s Budget increasing employers’ national insurance could have a dramatic adverse effect on employment in this town because of the large number of retail and other labour intensive industries – is this a story you are interested in covering?”
The beauty of corporate blogging is that you become a semi-journalist. Instead of phoning a journalist you would simply write a brief blog post on your thoughts and because of the nature of blogging, that post would be immediately distributed around the web to all those people who are interested in that topic (ie, your industry peers). The benefit being that it gives your company credibility by showing that you are fully aware of your business environment and the forces affecting your market. That inspires confidence.
It doesn’t take a lot of time like Tim says, either. In ten minutes one can set up a blog, write a post and notify any clients and associates that may be interested creating an instant, targeted (if small) readership.
I’d like to know how Tim came to the conclusion that most have become moribund and why that makes all efforts at corporate blogging worthless. Tim himself admits that “a modest number of these have large and growing followings” which is surely a sign to us all that blogging can work.
I may be reading between the lines too much here but the tone of Tim’s article suggests that in order for a blog to be successful it must have “a large and growing following” but what about the thousands of blogs created by individuals to entertain their groups of friends, colleagues or community groups. Blogs that may only be updated once each month, if that, and only have a small following of twenty or less but are still much loved and cared for areas of the web.
Tim calculates that 179,900 unsuccessful blogs are created each day, adding to the already “71.75m existing little visited ones” again assuming that a less active blog is an unsuccessful blog. The phrase “it’s not the quantity, it’s the quality” comes to mind.
My immediate conclusion is that Tim is suffering from a lack of understanding. He’s never seen successful blogging and so he can’t comprehend it. In all likelihood he’s only ever seen blogging done badly and that’s all he has to go on. Funny enough, one of the most popular blogging efforts on the web today is that of Guardian Unlimited. The online arm of a publication Tim should be very familiar with. Guardian Unlimited in fact won awards for it’s web site and many people are now beginning to turn to media blogs instead of buying newspapers.
My second thought is that Tim is scared. He’s a traditional PR consultant and the internet is becoming more and more powerful. Businesses are switching more of their marketing budgets on line and away from offline marketing because they’re seeing such good returns in comparison. This is obviously affecting Tim’s business and he’s trying to circumvent.
My advice to Tim: Open your mind and realise that blogging is the most prolific form of online PR. Blogging is your cousin and you’d do well to get along or you may find yourself fighting a losing battle.
To the rest of you (accountancy practices included); keep an open mind and never dismiss an idea until you have all the facts. Always take advice about an industry from industry professionals and be mindful of ulterior motives.
If you’re thinking about blogging or internet marketing in general then philipjohn is always available to answer questions without any obligation. Call him on 0844 884 5419 and he’ll help in the best way he can.