77% of B2B marketers integrate blogging into their communication mix
The aviation industry is rich with valuable content; yet just a few manufacturers and suppliers use social marketing to increase the reach of their marketing programs.
Taking a snapshot of active social marketers in the aviation industry portrays the following:
- 10% get it and use it
- 25% claim to understand it and see its value but have yet to implement
- 65% don’t understand it or where to start
If you fall into the later two categories, perhaps it’s time to do something about it.
How to start a sustainable blogging effort
1. Why a blog? Blogging accomplishes several objectives for a sustainable social marketing effort:
- Positions the blogger as a expert in the respective field
- Provides authoratative content for decision makers and influencers
- Builds a library of content for automated distribution
- Take a lifeless website and turns it into an active social platform
2. Where to start? For an aviation manufacturing company the blog should speak to their niche and expertise in a specific area.
3. Find your audience. A successful blog has a reader in mind. Who do you want to reach? What type of content will they find valuable? Do you have a passion for the subject? Do you have the dedication to write original content?
4. Provide valuable content. Picking up old news and recycling is a one-way ticket to blogging disappointment. The blog should reflect your expertise and point of view and provide valuable content that assists your readers in the respective fields.
5. Build up a content library. I recommend a fast track program of writing 30 blogs in 30 days. This assures enough content to start, then programs and teaches the correct style for writing online content.
6. Never sell from your blog. Your blog is intended to position you as an expert in the industry. Readers can smell a sales pitch and will drop you from their reading list.
7. Use automated platforms. While blogging provides the content, automated platforms provide the tactical reach to increase your sphere of influence. Twitter, Linkedin and Facebook provide extended platforms for reach and influence. Using specific automated platforms can post content hourly, daily, or weekly.
8. Integrate into your marketing strategy. Social marketing is not going away. Executives are using Twitter to reach investors with current content and news. Buyers start their purchasing decision with a web search long before the sales decision is made.
As a friend of mine once said, “To understand it you have to get it all over you.” Starting a blog will lay the foundation for understanding social marketing and the strategies, tools, and techniques needed to deploy a sustainable social marketing program.