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The Role of Blogs in Professional Services Marketing
by Christine M. Hollinden, Principal, Hollinden | professional services marketing.
The jury is still out on the exact role that blogs will play in
professional service firms, but those embracing this
internet-based tool are bolstering a competitive advantage.
What is a Blog?
Blogs (the abbreviation for weblogs) began as online diaries. All
that's needed is internet access and the ability to type. Blogs have
quickly moved from electronic diaries to a powerful corporate
communications tool. In fact, some of the largest corporations in the
country have blogs (most tied to their corporate web site) including
Sun Microsystems, General Motors, Hewlett-Packard and Boeing.
The Attraction
Unlike corporate web sites, blogs offer seemingly spontaneous comments.
Readers enjoy the conversational style - unveiling the human aspects of
a firm. Plus, blogs can allow readers to respond to comments which can
strengthen a firm’s market positioning.
Because blogs are viewed as the voice of an individual, they offer more
objective feedback than traditional marketing vehicles. Plus, blogs
contain rich customer data which is key to product improvement and
customer loyalty. Organizations in the business-to-consumer (B2C)
market are early adapters and are jumping on the blog bandwagon.
Are Blogs a Beneficial Marketing Tool for Professional Service Firms?
Absolutely. Using a variety of communication vehicles maximizes
branding efforts both internally and externally. In fact, blogs are
inexpensive and, when implemented appropriately, are effective
marketing tools. One of the biggest benefits is that (good) blogs
can increase search engine rankings – driving more prospects to a
firm’s web site. However, there are a few things to consider prior to
launching a blog.
The Cautions
Set the Ground Rules. Carefully consider the liability, exclusions and
limitations, and indemnity. Create a list of policies and procedures to
address privacy issues and to identify those authorized to post.
Avoid Overt Marketing. This is an opportunity to truly connect with
your target audience. Blogs are an indirect marketing tool, so keep the
tone conversational.
Keep it Updated. Postings don't need to be extensive. Short and
poignant messages have far greater reach than a verbose message.
Readers are attracted to new, interesting content.
Show your Brand Personality. A blog is as much of a brand experience as
a face-to-face meeting. Consider the blog as you would other elements
of your marketing effort and position it accordingly.
Blogs are Here to Stay
While the role of blogs is still evolving, this tool will continue to
supplement traditional marketing channels. Determining how to
incorporate this tool into an overall marketing strategy is critical
for building and sustaining your brand.
Strive for a balance between the need for brand consistency and the
desire to embrace this new communication tool. When your firm is ready
to establish a blog, consider the firm's personality and mission.
Strive for strategic consistency, but avoid the use of marketing
message points that sound staged. Your firm stands to gain insightful
feedback, loyal clients and employees, and the opportunity to
strengthen your brand.
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