10 ways to persuade your boss to start a company blog

If your boss objects to a company blog, explain these benefits to ease his fears.

Many senior executives don’t think blogs rate high in terms of marketing strategies. At best, they view company blogs as a cost of doing business. The subtext of this message is, “Blogs don’t do anything to help me achieve my business goals.”

Does this sound like your boss? If so, check out these 10 reasons why bosses don’t want a business blog and show him why he’s wrong.

1. Your boss believes blogs are a waste of employees’ time.

Show your manager how a blog can help support other marketing initiatives, such as providing content for a weekly non-promotional email. Provide evidence that blogs help improve search engine optimization through keyword-rich content and linking, and how they supply information and content for social media interactions.

2. Your boss wonders why he should spend precious marketing resources on a blog if no one will read it.

Research by Cone Inc. showed that 70 percent of consumers do online research, and more than 40 percent explicitly cited reading blogs before purchasing. Blogs are useful for presenting information about your brand, products and company in a non-promotional way to give potential customers the information they need prior to buying.

3. Your boss thinks blogs don’t generate sales.

To support the sales process, you must align your blog’s content and editorial calendar with your products and the type of information customers need.

Provide useful content that shows customers how to use your products, like posts that give helpful tips, recipes and how-to stories. You should link to the specific product where it’s appropriate. Also include a call to action and a tailored promotion code. (Here’s how to measure blog effectiveness.)

4. Your boss is concerned there won’t be enough to write about every day.

If your firm doesn’t have enough to blog about, consider telling company stories, highlighting a customer or employee of the week, spotlighting a customer’s use of your product, interviewing both in-house and field experts, offering patterns or recipes, or answering customer questions. You can suggest a brainstorming meeting to come up with more ideas. (Here are some tips on blog post frequency.)

5. Your boss is afraid the blogger will make company secrets public.

In today’s age of corporate transparency it’s critical to outline what’s acceptable for employees to say as representatives of your organization. It’s useful to provide training so employees—especially those with customer and public-facing jobs—know what they can and can’t say or do.

6. Your boss believes the blog will embarrass the firm.

Make sure your organization has brand monitoring and social media guidelines in place. If your boss is still concerned, create targeted guidelines for bloggers as well as other blog contributors.

7. Your boss is worried you’ll receive negative comments.

While this is a concern for many organizations, the reality is that the public will say whatever it wants about your firm, either on your internal media or on third-party media. You’re better off having the comments on your platform where you can respond directly.

Realize that by doing this you can convert someone into a loyal customer and find issues that you need to address. Further, set guidelines for acceptable commenting before you open your blog to the public, such as no foul language and no derogatory statements.

8. Your boss’s rationale for not blogging is that your competitors don’t blog.

Paying attention to your competitors’ marketing is critical to help you succeed. But if you always wait for your competitor to do things first, the public will perceive you as a follower, not a leader. You have an opportunity to build your blog as an effective lead generator that supports your customers and your search marketing.

9. Your boss—or anyone in your firm—had a past blog that didn’t succeed.

The digital landscape continues to evolve and expand, and it’s important to continue to contribute non-marketing-speak information to engage your prospects and the public. Remember, buyers must see your name, brand and message several times before they make a purchase. Further, the last blog may have been poorly resourced or not aligned with your marketing initiatives.

10. Your boss feels that everyone is on Facebook, so why bother with a blog?

A lot of people use Facebook, but most users focus on their family and friends—not brands. You want to develop your blog as a social media hub with useful content that will help fuel your social media interactions.

Despite your boss’s objections, a blog can be an effective marketing tool that supports a range of business goals in a measurable way. The most difficult step is overcoming your management’s conservatism, because blogs are often one of your most effective social media options.

Heidi Cohen is president of Riverside Marketing Strategies. Follow her on Twitter @HeidiCohen.

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