Choose the Channels that best fit your business
Contents of the Article
- 1 SWOT Analysis and Real Business Needs
- 1.1 Understanding the Real Needs of Business
- 2 Definition of the Objectives
- 2.1 The First Objective: To Earn
- 2.2 Brand Awareness
- 2.3 Lead Generation
- 2.4 Customer Care
- 3 How to achieve the goals?
If you are here, your intent is definitely to open a blog. I’m glad you decided to take this path so full of opportunities … However, I’m sorry, we will not talk in this article about how to build a blog. Instead, I will show you how to lay the foundations of a winning blog. In this article, we will understand together how to analyze your business and set the goals of the blog .
First of all, is it always necessary to open a blog? The answer is absolutely … No! It’s not mandatory! Your business could benefit from and invest in other more immediate resources or choose other communication channels, such as a Facebook page or offline marketing activities.
To Deepen: Choose the Channels that best fit your business
SWOT Analysis and Real Business Needs
In this delicate phase, a SWOT analysis can help you. It is a strategic planning tool, designed to evaluate the strengths (Strengths), weaknesses (Weaknesses), opportunities (Opportunities) and risks (Threats) of a project, in a situation where we should discuss about its possible feasibility, (in this case, you will reason about the feasibility of the blog within your company) or about the achievement of a specific goal. The analysis can be carried out analyzing the environment inside a company, that is, strengths and weaknesses of the project, and the environment external , that is, risks and opportunities. In this regard, I believe that the SWOT analysis model proposed by Luigi Centenaro , perfectly adaptable to the business, is ideal for analyzing your business, understanding how to proceed and taking a path that produces tangible results.
Warning! The SWOT Analysis is not to be taken lightly. It is thought that the greatest difficulty is to become aware of the weaknesses, when, in reality, most of the times, the real obstacle are the strengths.
Understanding the real needs of the business
Well. Once analyzed these points, you can go to define the real needs of your business, which, for example, could be lead generation , ie collect contacts to propose goods or services, be present on Google with content related to your business to transmit professionalism, competence and trust or strengthen and position the brand in a specific niche. It is at this stage that we need to understand the right tools to use and go to define the role of the blog , if it were one of the appropriate tools, and to set the objectives to be achieved.
Precisazione (more than due!): Be “popular” on Google, get rich with the blog, be first in the SERP … are not goals! They are absolutely not to be considered as the last end of the blogging activity. Start by opening a blog for one of these reasons … close your doors within a few weeks. Goals must be tangible and measurable. What does it mean to be famous, get rich or get there first? Nothing! So let’s see together how to do it seriously.
Definition of the Objectives
A moment … If I wanted to “improvise” and move forward without a specific goal? No, unless your project is personal and you write “diary-style” articles that should not necessarily lead you to results. If the blog is your business, setting goals is the first step to take , otherwise you would move into a jungle of contents of any kind or category and competitors much stronger and organized than you, ready to downgrade in a second.
The First Objective: To earn
Simple, the first goal of a blog is to make money !!! IS not only to increase turnover, but to cover any expenses and investments in terms of time and money, linked to the recruitment of a copywriter , ie a professional whose job is to write articles that make you achieve the established results, or include methods related to advertising on Google , allowing potential customers to find you. Let’s face it sincerely … Earning is the No. 1 goal of any serious online business. There are no other intermediaries.
Well, the first goal is established: to earn. But how? We are going to dismember this macro-objective and to identify two ways of achieving it , which could be:
- Quotation Requests ;
- Direct Sales ;
Ok, we are on the right track … What strategy can we use to get quotes or sales requests from visitors? At the base of this “pyramid” we find ” mini-objectives” , which do not directly generate an increase in turnover, but which allow us to approach the two sales targets . Let’s see them together.
The blog is definitely one of the best brand awareness tools, or brand awareness, strategy represents a true landmark. Publish great content regarding your business is not only able to place your website on Google, but it allows your brand to be recognized in a positive way in a given niche. To achieve this recognition, you must maximize the effectiveness of the blog , for example by participating in the community around your niche , so as to understand what the real needs of potential customers, intervening, when possible, with relevant comments and that can get to know you, and creating content that is really useful to the potential client , by drafting an editorial calendar that goes to intercepting his real needs. The secret? Do not homologate, but maintain your own precise identity.
Making lead generation means acquiring contacts from your potential customers in a systematic way. The simplest way? Obtain e-mail for the periodic sending of newsletters . An e-mail contact is invaluable; it is possible to reach the potential customer directly within their own mailbox. In a first step, the articles will serve to intercept the user interested in your product or service; in the second phase, the newsletter subscription form will do the rest. The newsletter is a great tool; however, it is very easy to get lost and not to treat it properly (in this case, it is better to avoid proposing it!). It must become an appointment and provide contacts with targeted content or insights, at the base of which there is always the blog. There are several providers of newsletter services, such as MailUp or Mailchimp, on which you can create lists of contacts profiled according to interests, create in a very simple and intuitive design of the newsletter and schedule submissions.
Many companies have moved their customer care activity on the blog. Smart move, on the other hand, it is much better to manage various problems related to assistance in a place of ownership, such as the blog, rather than on bulletin boards of social networks difficult to monitor. Furthermore, using the blog to show one’s efficiency and optimal crisis management is one of the best ways to increase brand reputation , that is the reputation of the brand.
Well … So, this method implies a use of the blog by guiding the route on three roads, ie brand awareness , lead generation and customer care . This allows you to consolidate and optimize the blog, triggering the mechanism that can get you quote requests or directly sell your assets, including through specially created pages, ie landing pages , or web pages that can be accessed through a direct link, included in the articles, in the newsletters or in the communities of your niche, and that are structured in such a way as to generate conversions.
How to achieve the goals?
Surely, it will take time , more than anything else to adjust the shot and oil the mechanism to make it work well; secondly, you may have to create more complex sales funnels , literally creating a “sales path”, which is based on the creation of more newsletters, more articles and more landing pages. …) Having said that, the only possible choice is to insist and persevere, being always careful not to go off the road and without losing sight of the goal, learning, experimenting and improving over time.
But the story does not end there. It is not enough to set the goals of the blog. First of all, it is very important to monitor the route , checking periodically ( periodically , I mean at least once a week) how to request estimates or sales and create reports . In addition, I always recommend you go and check the objectives on a wider time scale , such as a quarter or semester, to avoid running errors and to adjust and improve, above all, your strategy.