Blogging…it’s for teens, tech-geeks, and mommies…right? Right.
Specifically, for teens and tech-geeks and mommies who love to share their experiences with products and services, influence the manufacturers of those products, and help other consumers make informed decisions about whether they should (or shouldn’t) buy those products and services. In other words, blogging is about sharing experiences and influencing others.
But company blogging? There’s no need, right? Right! Why bother devoting time and resources to an online fad that has proven to be difficult to measure when you can continue spending money on more traditional marketing activities like TV, radio, print, .com, and email that are so much more easy to measure.
So, rather than help you understand the reasoning behind starting a blog and the benefits that it can have, I thought I’d take a different approach and help you build your business case against blogging. So, enjoy these 10 surefire reasons NOT to start a corporate blog and good luck with your traditional marketing activities.
1) You aren’t interested in engaging your customers in conversations about your products or service – Rather than showing your consumers how they can benefit from what you offer and share your experiences, why not just shove online brochures at them via your website? Nobody really cares about two-way dialog, anyway, especially when all your customers do is whine and complain about your products.
2) You don’t have any thought leaders working within your organization – No need to point out the fact that no one in your organization actually uses your products or understand how they are better than your competition. Asking your subject matter experts to share their thoughts might be embarrassing if they were to actually share something that would initiate a conversation with your customers, who might help point out ways to improve your products, serve them better, or develop a new service.
3) You could care less about opening up new sales opportunities – Cold calls, trade shows, billboards…these are the ways to identify new sales leads. Outbound marketing is tried and true and is the marketing foundation that you have built your business on. Forget the fact that it’s significantly more expensive than inbound marketing and your competitors are shifting their marketing mix toward inbound. You know best, outbound is better!
4) You prefer to provide customer service via costly call centers – You already have call centers in place and have employees standing by and ready to answer every customer question under the sun. Forget that sharing information via a blog could offer timely product information that might reduce incoming calls, allowing for customer self-service (which makes customers happy), and reduces the number of call center reps you need waiting on calls. Oh yeah…forget that those same call center reps might be your best bloggers since they work with customers every day and often know your products, issues, and solutions like the back of their hands.
5) You don’t really care about search engine optimization – Sure, search engines love content that is updated frequently, provides valuable information, is keyword rich, and is shared like crazy by your customers. Forget the fact that your traditional website hasn’t been updated since the last “major release” 3 months ago and much of the information is just marketing-speak and product brochures. You’re okay with the fact that your competitors are sharing their knowledge via a blog, because their wasting their money on a trend.
6) Your web site rules! – Enough said. You’ve poured hundreds of thousands of dollars into your website, there’s no way your going to change direction now.
7) Social media is a passing fad – Kids, tech-geeks, mommy-bloggers…who cares what they think anyway. They’re just posting videos of cats on skateboards and “twittering” about what they ate for breakfast, anyway. Yeah, yeah….so they post an occasional product review, share experiences that influence other consumers, and are helping your competitors develop new products and services. It doesn’t matter…it’s a fad.
8 ) No one has ever proven the ROI on social media, so there’s no point in spending money – Every time you ask someone to prove the ROI of social media, they start throwing terms at you like “engagement” and “listening” and “opportunities”. No one ever discusses “profit”, or “revenue”, or “operating costs”. Forget the fact you never ask your marketing team to prove the direct ROI of their TV ads, billboards, or radio spots. You’re going to make sure that social media NEVER enters your marketing mix until someone can directly prove the very specific ROI of social media.
9) You are comfortable with your current spend in traditional marketing – Sure, social media engagement may be significantly cheaper than television, radio, or print but until someone can prove the ROI (see #8), there’s no reason to shift marketing dollars to other activities. Forget that by simply reducing your traditional budget and shifting dollars to to social that would engage your customers, reduce operating costs, or open new opportunities for products and services would actually prove your ROI. Until someone shows you that it WILL work, you’re not interested in spending money on something that MIGHT work.
10) It’s not your problem, anyway. You’re going to retire in three years – You’ve been in this business for three decades and you’ve seen passing fads come and go. This social media thing is just a fad, and you’re out of here in three years anyway. Just stay the course, spend all of your budget in the traditional channels, and forget about blogging. It’s just for kids (and customers) anyway.
So, there you have it, you social media ostrich! 10 good reasons not to start a company blog or engage in social media of any kind. I hope you enjoy say “no” to all those silly WordPress, Facebook, and Twitter requests and see no results from the fact that your competitors are about to outpace your marketing activities by leaps and bounds.
If you choose to ignore these reasons and get started connecting with your customers, building new communication channels, and finding new ways to increase inbound leads, then check out this series on how to get started with your corporate blog!
Good luck and best wishes!