Comments on: What Will Business Blogs Look Like in 2012? http://www.straightnorth.com/blog/business-blogs-2012/ Internet Marketing, Branding and Web Development for B2B Mon, 06 Feb 2012 20:45:41 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: what will happen in 2012 http://www.straightnorth.com/blog/business-blogs-2012/comment-page-1/#comment-1590 what will happen in 2012 Sat, 06 Sep 2008 13:11:16 +0000 http://www.wordsellinc.com/?p=719#comment-1590 [...] [...] [...] [...]

]]> By: Writers Cafe - Sharing Real Life Social Media Stumbling Blocks, Strategies, ROI & Success Stories http://www.straightnorth.com/blog/business-blogs-2012/comment-page-1/#comment-1589 Writers Cafe - Sharing Real Life Social Media Stumbling Blocks, Strategies, ROI & Success Stories Fri, 11 Jul 2008 09:33:39 +0000 http://www.wordsellinc.com/?p=719#comment-1589 [...] Brad Sell sparked an interesting discussion on return on investment for social media and business blogging in particular at his blog, WordSell. Check the comment thread for some informative insights. [...] [...] Brad Sell sparked an interesting discussion on return on investment for social media and business blogging in particular at his blog, WordSell. Check the comment thread for some informative insights. [...]

]]> By: how to write for a blog http://www.straightnorth.com/blog/business-blogs-2012/comment-page-1/#comment-1588 how to write for a blog Sat, 14 Jun 2008 01:45:39 +0000 http://www.wordsellinc.com/?p=719#comment-1588 [...] [...] [...] [...]

]]> By: Coffee Break http://www.straightnorth.com/blog/business-blogs-2012/comment-page-1/#comment-1587 Coffee Break Sun, 25 May 2008 12:50:19 +0000 http://www.wordsellinc.com/?p=719#comment-1587 [...] found this post by Brad Shorr about what blogging will look like in 2012 fascinating. It’s a discussion between two industry professionals and it paints two very [...] [...] found this post by Brad Shorr about what blogging will look like in 2012 fascinating. It’s a discussion between two industry professionals and it paints two very [...]

]]> By: Brad Shorr http://www.straightnorth.com/blog/business-blogs-2012/comment-page-1/#comment-1586 Brad Shorr Fri, 23 May 2008 18:13:36 +0000 http://www.wordsellinc.com/?p=719#comment-1586 karen, Thanks for the article link -- it is excellent. You are right about the power of brand interaction, which is another reason why small businesses need to think of themselves as a brand. Have you seen or used any new analytics tools? They sure would be helpful. karen, Thanks for the article link — it is excellent. You are right about the power of brand interaction, which is another reason why small businesses need to think of themselves as a brand. Have you seen or used any new analytics tools? They sure would be helpful.

]]> By: Karen Swim http://www.straightnorth.com/blog/business-blogs-2012/comment-page-1/#comment-1585 Karen Swim Fri, 23 May 2008 15:59:41 +0000 http://www.wordsellinc.com/?p=719#comment-1585 @Yvonne and @Brad, I enjoyed your discussion on the ROI. I believe that one of the things we will begin to see our more sophisticated metrics for measuring the ROI of social media. At present we have various analytical methods for different forms of marketing which makes it difficult for companies to make smart decisions about how they parse their marketing dollar. In my conversations with clients I try to take a holistic approach that aligns with "who do they want to be to their customers" There's a good article on brandchannel.com that addresses this issue. http://www.brandchannel.com/brand_speak.asp?bs_id=192. When you have a keen insight as to how your brand will interact with consumers you can consider the methodologies in light of your overall objective. @Yvonne and @Brad, I enjoyed your discussion on the ROI. I believe that one of the things we will begin to see our more sophisticated metrics for measuring the ROI of social media. At present we have various analytical methods for different forms of marketing which makes it difficult for companies to make smart decisions about how they parse their marketing dollar. In my conversations with clients I try to take a holistic approach that aligns with “who do they want to be to their customers” There’s a good article on brandchannel.com that addresses this issue. http://www.brandchannel.com/brand_speak.asp?bs_id=192. When you have a keen insight as to how your brand will interact with consumers you can consider the methodologies in light of your overall objective.

]]> By: Brad Shorr http://www.straightnorth.com/blog/business-blogs-2012/comment-page-1/#comment-1584 Brad Shorr Fri, 23 May 2008 15:46:48 +0000 http://www.wordsellinc.com/?p=719#comment-1584 Yvonne, you are right that ROI can be a difficult calculation. But then again, how do you calculate the ROI of a sales brochure or for that matter, even a static corporate Web site? But I think there are always metrics, and in the case of blogs, they do need to be tracked over a long period of time for the reason you give. (My "Age of Conversation" article gets into this a little.) Anyway, thank you for your thoughtful comments and bringing all these difficult issues to the surface. Yvonne, you are right that ROI can be a difficult calculation. But then again, how do you calculate the ROI of a sales brochure or for that matter, even a static corporate Web site? But I think there are always metrics, and in the case of blogs, they do need to be tracked over a long period of time for the reason you give. (My “Age of Conversation” article gets into this a little.) Anyway, thank you for your thoughtful comments and bringing all these difficult issues to the surface.

]]> By: Yvonne Russell http://www.straightnorth.com/blog/business-blogs-2012/comment-page-1/#comment-1583 Yvonne Russell Fri, 23 May 2008 15:16:39 +0000 http://www.wordsellinc.com/?p=719#comment-1583 Thanks for such a comprehensive answer Brad. The ROI issue is a big one, and a bit hard to quantify, especially as the payoff for blogging is not usually immediate. Your case studies from books sound like a good idea though. I must explore that further. I agree that business blogging might not be for everyone. Mindset from the outset is also a big part of it. As well as those businesses that value marketing, likely prospects could also include businesses who already have a web presence and a modicum of success with that. Also - those who've tried blogging but have let it lapse, and are willing to give it another go with some blog coaching or support. Thanks for opening up this topic Brad. I also like the idea of the point and counterpoint post... yet more inspiration and challenges to try! Thanks for such a comprehensive answer Brad. The ROI issue is a big one, and a bit hard to quantify, especially as the payoff for blogging is not usually immediate. Your case studies from books sound like a good idea though. I must explore that further.

I agree that business blogging might not be for everyone. Mindset from the outset is also a big part of it.

As well as those businesses that value marketing, likely prospects could also include businesses who already have a web presence and a modicum of success with that. Also – those who’ve tried blogging but have let it lapse, and are willing to give it another go with some blog coaching or support.

Thanks for opening up this topic Brad. I also like the idea of the point and counterpoint post… yet more inspiration and challenges to try!

]]> By: Brad Shorr http://www.straightnorth.com/blog/business-blogs-2012/comment-page-1/#comment-1582 Brad Shorr Fri, 23 May 2008 14:42:23 +0000 http://www.wordsellinc.com/?p=719#comment-1582 Yvonne, Glad to hear you're optimistic. As far as selling the concept of blogs to small business, if the company does not value marketing or engage in any meaningful traditional marketing, I don't consider them a prospect. If they don't grasp the importance of traditional marketing, there's little chance they'll buy into blogs. However, if a company does value marketing and have an active program no matter how modest, then I think the "no time" response is code for "We don't see any ROI." Small companies don't like to be pioneers, so my best response to "no time" is to show the prospect examples of how blogs produce results. Fortunately, I have my own experiences to draw on, and there are tons of eye-opening case studies in the many books I read on the topic. When a small business sees other companies having success, they are eager to learn more. I also try to sell the blog concept by not over selling it. I tell the client straightaway blogging may not be for them -- it depends on your customers, your goals, and your resources. If we go through the discovery process and see the right things are indeed in place, limited time and money won't stand in the way. Any business has time and money to invest in something they think will produce a return. Is there anything you might add or subtract from this approach, Yvonne? Yvonne, Glad to hear you’re optimistic. As far as selling the concept of blogs to small business, if the company does not value marketing or engage in any meaningful traditional marketing, I don’t consider them a prospect. If they don’t grasp the importance of traditional marketing, there’s little chance they’ll buy into blogs. However, if a company does value marketing and have an active program no matter how modest, then I think the “no time” response is code for “We don’t see any ROI.” Small companies don’t like to be pioneers, so my best response to “no time” is to show the prospect examples of how blogs produce results. Fortunately, I have my own experiences to draw on, and there are tons of eye-opening case studies in the many books I read on the topic. When a small business sees other companies having success, they are eager to learn more. I also try to sell the blog concept by not over selling it. I tell the client straightaway blogging may not be for them — it depends on your customers, your goals, and your resources. If we go through the discovery process and see the right things are indeed in place, limited time and money won’t stand in the way. Any business has time and money to invest in something they think will produce a return. Is there anything you might add or subtract from this approach, Yvonne?

]]> By: Yvonne Russell http://www.straightnorth.com/blog/business-blogs-2012/comment-page-1/#comment-1581 Yvonne Russell Fri, 23 May 2008 12:08:23 +0000 http://www.wordsellinc.com/?p=719#comment-1581 Hi Brad Thanks for directing me to your post here. This is an interesting conversation. I wonder if the early adopters 5 or more years ago, envisaged the changes that have already happened in blogging. I'm with you, Brad on seeing a positive future for business blogging, but also take Lara's points on board. Lara mentioned business owners' resistance to blogging because it's not the fastest way to sell a product and takes commitment. What is your experience with selling the concept of a blog to a client, Brad? And how do you counter the time/commitment factor in small business when they are short staffed and strapped for time? Interested to hear your thoughts. Thanks again. Hi Brad
Thanks for directing me to your post here. This is an interesting conversation. I wonder if the early adopters 5 or more years ago, envisaged the changes that have already happened in blogging.

I’m with you, Brad on seeing a positive future for business blogging, but also take Lara’s points on board.

Lara mentioned business owners’ resistance to blogging because it’s not the fastest way to sell a product and takes commitment.

What is your experience with selling the concept of a blog to a client, Brad? And how do you counter the time/commitment factor in small business when they are short staffed and strapped for time?

Interested to hear your thoughts. Thanks again.

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