Are we nearly there yet? It’s a familiar cry on long and even short journeys with kids.
I was reminded of that eager feeling of anticipation and wishing you were already there when a new business owner told me he hadn’t got any business from his new blog.
It didn’t surprise me. Fast Phil (not his real name) set up his blog about three months ago, but I always tell people they shouldn’t expect to see any results from their blogging for at least six to twelve months.
How Much is Your Business Worth?
Fast Phil set his business blog up by himself. No web designer, no graphic designer, no copywriter. Unfortunately he’s not in any of those businesses.
A professional business run by a true professional should have a professional design but Phil chose not to make that investment. I’m not sure why. Maybe his budget was too tight, maybe he thought he could do as good a job himself or maybe he just wanted to learn WordPress.
You can do amazing things on the internet. It allows small one man businesses like Fast Phil’s to compete with much bigger companies.
A great blog or website will make you look great but, and this is the danger for small business owners, a so so blog or website can make you look average even if you’re not.
Unfortunately, a bad blog or website will make you look bad no matter how great you are.
So if you’re a new business owner ask yourself how serious you are about setting up your own business and how long you plan to stay in business for.
If you really want to own a business, have an idea you believe in and plan to make it your main source of income for years to come then invest in it.
You’ll be investing your precious time in blogging and you should invest money too.
Business Blogging Costs
I don’t advise new business owners spend too much money to begin with, but, without a good website, your business is starting with an unfair handicap.
Ideally, small business owners and start ups will invest in a professional logo and business cards which can then be used as the basis for your website branding.
You can cut out either the professional branding, or the professional website, if you’re strapped for cash. But if you cut out both your start up business will be starting up on a hill.
A professional blog design or website designed in WordPress so you can update it yourself should only cost $2,000 to 3,000. A classic well-planned design which allows for future expansion should last for at least five years.
You’ll have to buy your own domain name (like www.apple.com) but they only cost around $10. I can’t think of any well known businesses that don’t have their own domain name and tell their clients to visit a website address like www.apple.blogspot.com.
There is also the on-going cost of domain hosting but for around $20 per month the outlay is small. If you work from home and have no other costs it’s a bargain. After all, your blog or website should be your main marketing tool.
How Do You Measure Results of a Service-Based Business Blog?
The other thing Fast Phil needs to remember with a business selling services like his is it’s hard to know how much work you get through your blog.
Indeed, you may not get any work directly from your blog but hopefully the work will come indirectly from people who read it and were impressed.
Here are some examples from my own blogging experience. Interestingly, I wasn’t blogging for or about business at Get In the Hot Spot so there was no active selling. I just mentioned my business on my about page.
These jobs and connections happened organically after I’d been blogging a year but they wouldn’t have come to me if I hadn’t been blogging at all. I haven’t listed them all but they add up to tens of thousands of dollars of business over the last 12 months.
Business opportunities indirectly related to blogging
- A big copywriting and blog design job was referred to me by someone who was impressed because Coca-Cola liked my blog and invited me to go to Shanghai.
- I got a blog design job because someone heard an interview with me on another blog and liked it enough to want to work with me.
- A client in the UK hired me for copywriting then social media management and project management because she liked my blog.
- I was hired for a fun, well-paid travel-writing job with some lovely perks.
Business opportunities directly from blogging
Some work like blog design consultations comes to me directly from my blog but most of it comes indirectly.
I probably wouldn’t have had any consultation work if I hadn’t had a blog anyway, because that kind of work usually comes from word of mouth, networking and contacts. My blog is doing those jobs for me.
Bonus income from blogging
Now I also earn money directly through my blog from selling my own books and a few selected products I’m an affiliate for.
That could only happen after I’d built up a readership and grown my blog. It took over a year.
Keep Business Blogging. You’re Nearly There!
All the work above came only because I stuck with blogging long term and had a professional blog design
Opportunities don’t drop into you lap. You’ll have to go shake a few trees.
The benefits of blogging aren’t just financial and professional for me. But you won’t be able to find out what the rewards of blogging are unless you stick with it long term.
Are you there yet?
That depends where you’re going but businesses, and effective blogs, aren’t built overnight.
Be patient, be determined and stick with blogging and you should be well rewarded in the long run.
Looking for digital marketing tips or strategy? Contact Mucho now.
I totally agree with all that you’ve said, Annabel. My custom-designed blog was intentional – to fit in with my total business branding. Then 18 months later I had it re-designed to fit my business’ new direction. Best investment ever.
Hi Nikki, it certainly worked out well for you;)
Enjoyed this post Annabel.
Blogging for your business does take some patience, but it’s a great strategy. I started to get income and other promotional opportunities after about 18 months of part time blogging, (I’m sure I would have got there a bit quicker with more frequent posting) it feels great to finally get some traction. Paying for website design early on really helped motivate me to keep pushing through in the early days , too.
Hi Dave, thanks so much for sharing that 18 month time frame. It really is a long term investment. I’m always up front with people and tell them blogging’s not for everyone – you do need to love what you do>
As you say I think investing in your blog design (apart from the other benefits) is a brilliant way to make yourself stick with it too;)
I have a tremendous amount to say about everything in this article… but now is not the time to say it.
I have been working with two of my customers on measuring ROI. It’s not that easy when there is little income. Which is also a clue. But not having metrics in place results in never knowing the state of the business.
Hi Dave, lol, there’s always more to say. I’d love to hear what you think on how to measure ROI and metrics. I know Gary Vanderchuck is famous for saying re ROI and social media “How do you measure the ROI of your mother?” Of course there has to be a balance between effort put into business marketing and the results. I can see my efforts have been rewarded but there’s no finite way to prove it… unless you have any ideas;)
Hi Annabel
I appreciate you pointing out it took you over a year to establish your blog , as so many bloggers expect to hit their straps after a few posts.
There’s so much more to blogging, than putting up a post. The thought and planning takes energy, and patience.
Well done on your successes.
Cheers
@CatherineWPhoto
Hi Catherine, patience and persistence seems to be the key to success in any area. Your support helps me stick with it;) And I hope I motivate you and my other readers too!
I’m not sure whether anyone has managed to work out a finite method of measuring f2f networking have they?
Blogging is a form of on-line Networking – Connecting through on-line conversations.
I love blogging as a bridge between my business and our end users, who we never otherwise get a chance to directly engage with as we have the retailers in between ;)
Hi Linda, great comparison, thank you:)
Your persistence is really starting to pay off, Annabel. Good for you. :)
Hi Robin, only starting?! Wow! I wonder what will happen next:)
Thanks, Annabel, excellent commentary. I have some way to travel by those standards! But I got the hints and we will be intgrating the blog in the near future into our web site to take it to the next level of professionalism. Certainly the e-world allows on eto get started quite well but then as the cash inflow starts to happen (slow process in the wine world), it will allow for selective re-investment in a number of areas of the business (not forgetting the need for a decent winery!)
I see a tendancy in all areas of business life to expect instant results from one small strategic move. You don’t get to be an Olympic athelete by one weekend of fitness training. Business is no different.
Keep up the great work.
Hi David, that’s true too. All those overnight successes we see are actually based on years of hard graft:)
Hi Annabel,
I’m usually a very impatient person but am listening to all I read about patience with blogging. I guess it is really important to enjoy the process itself and I certainly am. Having said that I am just off to the post office to post off two book orders that popped up this morning. Hooray!
Hi Seana, that’s brilliant. Sales already:) Well done!
Annabel, As usual, a lot of sound advice.
Originally, I set up my blog/website to support my about-to-be-published book. When this didn’t happen, I decided to go on with the blogging. I have been inconsistent about it, particularly since I had little or no idea of what I was getting into. In this time, I’ve learnt a lot and to my surprise, got hooked on other bloggers, including you.
Now, I’m gearing up to publish my book again, hopefully later this year, and that is when I’ll use my blog to support me, but with more knowhow and tools than when I started. So maybe this setback worked in my favor.
Hi Penelope, interesting to read about your blogging journey and many congrats on sticking with it and getting the book published. So happy you are hooked on my blog – I hope it keep you motivated and upbeat as you write. It can be a lonely business and as Linda says I love connecting with like-minded people here and on their blogs:)
Hi Annabel
A great blog/case study for businesses wishing to take the path of blogging for business – as you know we started ours late last year and have been pleased with the results thus far – it is something we are continually working on to improve our content, our subscribers and our reach.
I am amazed how much I have learned about WordPress on this journey and just what an amazing tool it is! – Our first site was designed for us and we are now in the process of setting up our “next generation” site – its all very exciting
My Blogging Mentor – YOU!! – is always an invaluable source of advice, hints and tips!!!
Keep up the great work
Leanne
Maximising Your Business Profits
Hi Leanne, WordPress is brilliant and so exciting you’re upgrading your blog. Let me know if you need a hand with anything:) It would be a pleasure to work with you again!
I am certainly getting there Annabel. I’ve already starting working on making money online with my blog. Its my goal for this year. I’ve made a lot of investment in terms of money and time. I think that you have said it right. Good review.
Hi Eddie, it is an investment and great to hear it’s paying off for you:) Congratulations on your perseverance!
As someone who runs a business designing websites, I found myself nodding in agreement at everything you’ve written here. It’s all spot on, and you’ve summarised the importance of good design in supporting a business and a brand very well indeed.
But that’s not all. Getting the encouragement to persevere with blogging is so important when the rewards can take several months, a year or more to materialise. Everyone who has stuck with blogging over the medium to long term knows that feeling. I hope lots of bloggers see this article and feel inspired to keep going.