Is dismissing blogs and bloggers a huge business blunder?

In short, the answer is: YES! If you have your own business, chances are you may have considered starting a blog or collaborating with a professional blogger to raise your profile. Perhaps you’ve already started doing this? Or perhaps you don’t know where to start? It’s no secret that a lot of the major brands have been using blogs and professional bloggers for quite some time now as an effective tool to boost business…so if you’re not already on the bandwagon, what’s stopping you?

For a very small investment, blogs can be an extremely effective marketing tool and should be (at least) considered if you own a business. But if you’re not sure why you should pursue it or how to find the right blogger to represent your brand, then you’ll be pleased to hear I have answers to help get you started…

Practising what I preach

I’ve recently started working in partnership with a professional blogger – Emma Bradley. She’s a friend of mine and very successful blogger who mainly writes about teenagers and parenting – earning up to £5k per month to blog about businesses and/or their products. You’ll find that many journalists can be rather dismissive of bloggers as they’re not traditionally ‘trained’ writers and interviewers – they just love writing. However, I believe that the best bloggers have plenty to offer businesses and have become part of the joyous mix of possibilities in good PR.

How can bloggers be of value to your business?

There are numerous reasons why Emma and other professional bloggers are an important addition to the public relations sector and promotion of your business. Primarily, all good bloggers understand these seven vital elements which form the backbone of their blog’s success:

  1. They understand the power of sharing stuff of value to their audience.
  2. They know their audience inside out – some businesses even struggle to define this!
  3. They write about subjects which inspires them – showing their areas of interest and/or expertise.
  4. They understand the science of blogging – how to create strong links and visibility so that search engines love the site.
  5. They have the skills to build an audience interested in the same subjects as them.
  6. They know how to use social media to build an audience that moves between social media platforms and the blog site itself.
  7. They make careful choices around what’s suitable for their audience and will not accept any old offer of a collaboration.

Now ask yourself…

Wouldn’t you want to work with someone who is that tuned in to their audience (and potentially yours) that they know exactly what they want?

Wouldn’t you want to work with someone who’s also built a solid foundation of loyal followers waiting for their next instalment of what they’ve got to say?

Working with professional bloggers allows you to tap into their audience and benefit from the trust and community they’ve built – rather like PR’s use trusted media sources as their vehicle of getting messages out. Of course, you often have to pay them but the small investment can reap much larger rewards.

How to choose the right blogger for you?

There are thousands of bloggers who would be eager to promote your business or brand, but when deciding which to work with, you must consider ones that are the best fit for you and your business.

To find a great match, you’ll need to:

  • Ensure that they’re speaking to an audience who is also your potential customer – you need to ensure that you share the same audience for the collaboration to be effective.
  • Check out how high they rank on search engines – linking to a high-ranking blogger from your website creates valuable backlinks which boosts your search engine optimisation (SEO).
  • Consider how you will measure the success of the collaboration – you can do this by perhaps asking them to consider using an affiliate link for your products to track direct sales.

Whether you choose to invest in a collaboration with a professional blogger, or you decide to blog for yourself, just putting yourself out there will certainly widen your reach.

If you want quick results, a professional blogger who already has a loyal audience may be for you. But if you’re not quite ready to take that leap, why not try growing your online community by starting your blog or investing a little more time into your existing one? Just being your authentic self and being true to your business is the best way to grow your tribe and loyal following of customers.

If you are interested in learning more about how to How to Blog Like a Pro, join Fiona and Emma on 8th July at 10:00 am for a 90-minute webinar.

To book your tickets: click here (