Liz Strauss at Successful Blog

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August 30, 2007

Interruption 3: Two Questions About Blogs and Your Business

ME Liz Strauss wrote this at 5:57 am

Blogs and Business

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Two days ago, Steve Broback and Teresa Valdez Klein announced that Blog Business Summit Chicago would not be happening after all. In its place they have launched a new blog called Web Community Forum. Steve explains their reasoning this way.

Our conferences have always relied heavily on local participation, and our feeling is that Chicago has been very well served this year by at least two excellent, and very reasonably priced blogger conferences: SOBcon and BlogHer. A third event close on the heels of these other shows is obviously a tough sell. In addition, it’s clear from discussions with local marketers that blogging has normalized and is not the disruptive force it was back in 2004 when we launched the BBS.

I applaud Steve and Teresa for their insight and courage.

I think they’re right. Blogs shouldn’t be the center of what we see anymore.

Blogs Are Tools Not Our Core Business

In February 2006, I posted that blogs are technology. At the time, I didn’t take the idea as far as I might. But I’ve been thinking about this since SOBCon07. My thought is that we don’t talk about computers, spreadsheets, or pencils the way we talk about blogs. Yet to me, all are tools we use to get our work done.

Unless we charge a subscription, blogs are not our businesses. They help us advertise, communicate, teach, interact, meet with our customers, but they are not our product or service. They are not what we do or sell. A blog is a business support not the business itself.

My point is this:

Just as knowing how to lay bricks, work with wood, paint walls and decorate can make beautiful store, but does not ensure a thriving business. Having a beautiful blog with wonderful content is not having a thriving business either.

The design, the usability, and the words on our blog are merely a vehicle to sell the products, ads, or services that are our real income streams. Knowing how business works is still key.

A great business uses a blog, but is not merely a blog.

So I leave you with these questions.

  1. How would you describe your blog’s place in your business?
  2. If you could get one all-important question answered about your online business what would it be?

I’ll use your responses to better serve you as I move forward with the Inside-Out Thinking Series.

Thanks for your answers.

–ME “Liz” Strauss
Work with Liz!!





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21 Comments to “Interruption 3: Two Questions About Blogs and Your Business”

  1. August 30th, 2007 at 6:31 am
    Tammy Lenski said

    Here, here, Liz…great commentary about blogging. I do think that the hype about blogging sometimes overwhelms the point of blogging for many of us who consider it just one thread in the fabric of complementary business-building strategies. As has been said by others before me, I don’t live to blog, I blog to help create my living…and it’s just one thread of that creation.

    In terms of your second question, I’m not sure how to approach an answer…you say in our “online business.” Can you say a bit more about what you mean? Thanks!

  2. August 30th, 2007 at 9:17 am
    ME Strauss said

    Hi Tammy!
    I like the way you say that “just a thread in the fabric of complementary business building strategies.”

    I’m wondering what business questions you wish you had more answers to “online or off” I guess, but especially online. :)

  3. August 30th, 2007 at 9:31 am
    Tammy Lenski said

    Hi again, Liz!

    Hmmm (picture me stroking my chin thoughtfully)…I find myself challenged by striking just the right balance between giving information that’s (1) useful and leaves my visitors wanting to return, and (2) not giving too much of myself away so that there’s no need to hire me! I’d love some help getting clarity around striking that balance…and think you’re just the person to offer it up.

  4. August 30th, 2007 at 9:36 am
    ME Strauss said

    Hi Tammy!
    I’ve always been told and subscribed to demonstrating the simple model that applies most generally. Then folks can see what we can do. Most folks don’t want to do what we do, or they would be doing it. :) By showing them how, the get the trust that when they’re in a bind we’ll be able to help them out.

    But your question is one that is complicated and worth exploring more deeply. I’m going to ask around about it. :)

    It goes to the idea of “What’s a free sample and what is a free consultation? When do you start charging?”

  5. August 30th, 2007 at 10:35 am
    Chris Cree said

    Some purists don’t like it when I say that blogs are simply web sites. Sure they have features, capabilities and potential that other web sites don’t have.

    But when you get right down to it a blog is simply a web publishing platform.

    You are spot on Liz when you say it is a tool and not the end itself.

  6. August 30th, 2007 at 10:50 am
    ME Strauss said

    Hi Chris!
    Our business uses a blog, but the blog isn’t the business. Yep. That’s what I’m saying. :)

  7. August 30th, 2007 at 11:52 am
    Barbara Rozgonyi said

    Hello Liz:

    Good timing on your question - I just moved my blog, Wired PR Works, to a new platform - and am still mulling over my mission/values.

    Here’s where I am right now . . .

    My blog’s place in my business is to:
    - serve as a publishing platform for me and my readers
    - allow for open space conversations
    - differentiate my brand
    - compel me to comment more often
    - test out keywords and concepts
    - measure interest
    - connect me and my readers to new communities
    - serve as an ongoing online gallery for education, research and expression

    You’re right about the blog being a tool. And, it’s interesting to apply the same concept to a phone, a website, a computer, a camera, even your shoes. What do you use them for and where do they take you?

    Onto the all-important online business question . . .

    What’s the best way to convert casual cruise-through browsers [or traffic] into regular readers [or steady customers]?

    Barbara

  8. August 30th, 2007 at 2:00 pm
    Scot Herrick said

    Unless you are writing a blog about how blog sites are set up and work — and there are plenty of those! — focusing only on blogs is really more about what the owner is interested in and not what the customer is interested in.

    And, for those sites that do focus on blogging (such as my Ten Keyboards site on technology for writers), if you don’t relate HOW a blog can serve the customer’s business, it will fail.

    This is a good development in the blogging world — getting away from the blog and into how the blog can help with the business.

    So to answer the two questions:

    1. Position of my blog to my business: Central. But it needs to get to secondary (I’m working on that..)

    2. If you could have one question answered about my online business: What’s the best way to offload all of the technology related stuff?

    Where are all the people who could service the maintenance of the blog (not creating themes, but upgrades, moving blogs to a new platform, fixing database issues). None of that stuff should be central to my work on a blog, but a lot of my time is spent on it.

  9. August 30th, 2007 at 3:58 pm
    ME Strauss said

    Hi Barbara!
    Great to see you here! How are you! Sounds like you have your business well defined and on track with your mission.

    I love your question. How do you get visitors to convert to regular readers or how do you get quality, qualified visitors to begin with?

    It’s on the list. Thank you.

  10. August 30th, 2007 at 4:02 pm
    ME Strauss said

    Hi Scot!
    You and I agree completely — as usual — about the purpose of writing about what blogs can do.

    I’m adding your questions
    1. How do you position your blog appropriately or move it from a central to more secondary position in your business structure?

    2. What is the best was to hire-out or hire-on help for the blog-related tasks that aren’t central to your business?

    Got them in the net. Thank you.

  11. August 30th, 2007 at 8:33 pm
    Denise aka The Blog Squad said

    Great questions, Liz.

    My partner, Patsi, and I write on many blogs and each has a different purpose. And, yes, we have a blog about business blogging. However, it’s place is to educate and inform readers about how to use a blog for business. Now, most of us who have been blogging for awhile may find this dull, but there are plenty of professionals who are new to blogging and appreciate the information and the reporting on evolving trends not only in blogging but in “new media”.

    I do agree that blogs are tools and tell our clients that all the time. From a business perspective, it’s a marketing tool. But blogs are not the only tool and should be integrated with other marketing tools.

    Essentially for me, regardless of the subject matter, a business blog is for building relationships, demonstrating your expertise, having a conversation, educating, informing AND promoting your business.

    RE: question number 2 — since I’m in the online business business, my issues are around keeping on top of and evaluating the trends and new tools. Seems there’s something new everyday. I like to try and test new stuff, but there are only so many hours in the day. I guess my question is: how to you efficiently and effectively evaluate what’s important and what’s a flash in the pan in terms of new tools and trends?

    Thanks for asking!

  12. August 30th, 2007 at 8:40 pm
    ME Strauss said

    Denise!
    What a great thing it is to have a visit from you! Thanks for coming!
    You sure said it! Essentially for me, regardless of the subject matter, a business blog is for building relationships, demonstrating your expertise, having a conversation, educating, informing AND promoting your business.

    And your question: How do you efficiently and effectively evaluate what’s important and what’s a flash in the pan as far as tools and trends?

    That’s a question on the list I struggle with too. Didn’t I ask you the same thing when we were in Chicago at BlogHer? If I didn’t I sure should have.

  13. August 31st, 2007 at 3:09 pm
    Mike said

    Hi Liz,

    This is probably the subject for a good, meaty blog post. You and Denise have to ask yourselves a second question in order to answer the first.

    The second question is: how soon do you want to be on top of the trend? Do you want to be one of the early adopters? On the leading edge of the majority?

    Once you’ve answered that question, you can identify mavens in different realms (either individuals or forums of mavans) and let them do the winnowing for you! (Keith Ferrazi would no doubt approve of this kind of outsourcing). The earlier you want to be on the adoption curve, the more false positives you’ll follow. It’s a cost-benefit tradeoff you need to weigh.

    I did this for years in technology consulting: which new technologies should I invest in training myself and my staff on? It works very well!

    Mike

  14. August 31st, 2007 at 8:37 pm
    ME Strauss said

    Hi Mike!
    I don’t necessarily want to be on TOP of the trend, but I want to know what the trend is and where it is going.

    Keeping track of the mavens is definitely one way to do that. Thanks for the reminder of the mavens around us who keep track of such things for us. :)

    You’re the best!

  15. August 31st, 2007 at 9:48 pm
    Mike said

    Thanks, Liz! I figured that’s where most people want to be: what’s going to be big for the mainstream?

    I actually think that’s probably a blogging niche that people don’t consciously pursue (hmm…)

    Thank you for the compliment. I’m beaming!

    Mike

  16. September 1st, 2007 at 4:00 am
    ME Strauss said

    You’ve got a solid point, Mike. I think wa sometimes strive to be so different that we overlook the obvious. If focus on the needs and watch the trends to see what needs they are creating not just what the trends are we’d be doing so much better.

    Gosh, did you forget you’re gifted again? :)

  17. September 1st, 2007 at 11:14 am
    Denise aka The Blog Squad said

    Mike, thanks for asking the clarifying question and the link to the adoption curve. I’d say I’m inbetween early adopter and leading edge of the majority. I love experimenting with new technologies, but the time and mental energy required to master, test and evaluate isn’t always part of my schedule.

    And you’re right, watch the mavens who are the innovators and early adopters to see what sticks. My clients are primarily “laggards” so I have time to observe, adopt and evaluate on my own timeline.

  18. September 1st, 2007 at 11:38 am
    Mike said

    Denise,

    That’s exactly where I operated, and usually you can see consensus forming around a new technology before those mainstream users are ready to adopt it.

    Mike

  19. September 1st, 2007 at 11:41 am
    Mike said

    Hi Liz,

    It’s too easy to get caught up in technology for technology’s sake. Remaining focused on the real world problems they can solve is, as you said, often hard to do; shiny gadgets are mesmerizing!

    Mike

  20. September 1st, 2007 at 1:08 pm
    ME Strauss said

    Ooooh You guys, Denise and Mike, are so right. It’s too easy to get caught up in the too too leading edge where the gadgets can be unimportant.

    The trends are back just a bit from the new toys place. :)

  21. November 20th, 2007 at 6:59 pm
    Blog Business Summit » Liz Strauss Wants to Know… said

    [...] good buddy Liz Strauss is asking some very worthwhile questions about blogging for business. She’s working on a series of posts about what she calls [...]

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