Blue Collar Blogging: Your Time Has Come

If you’re still looking for reasons why you should be blogging to help market your business, look no further.

Marcus Sheridan of River Pools and Spas has one of the most frequented pool sites in the world.  But it wan’t always that way. 

Starting out as a local business installing 75 pools a year, they realized when the economy went south in 2008-09 that they were going to have to start doing business differently in order to survive.  They went to the web and started posting on their site 2-4times a week with little to really show for it for 6 months.

Marcus describes the “tipping point” as “a snowball effect:”  you’ll write and writ and write – pushing the snow ball uphill. But then, you’ll finally hit the crest and start going back down hill, and things will start building up speed.

Suddenly, the company went from spending $250,000 in advertising to $18,000 – hardly the 6-10% of gross sales they were used to – but yet still grew their business from $4 million in sales to $5 million.

Blogging, he said, is a bit like compound interest; or as he calls it “compound information.” You blog, you post things that answer problems for customers. You invest each day. Small, consistent amounts over time. Eventually it all pays off.

“My site is now an asset,” Marcus recently said on the Business Blogging Telesummit.

The Business Blogging Summit was a week long series of teleseminars, hosted by Tom Traenor of Right Mix Marketing.

He described that the website has become a way that the visitors basically qualify themselves.  “They build a relationship with you. The more page views the more likely they are to buy.” In fact, Marcus’ stats show that if the customer reads about 30 pages, they are most likely to buy.

Not sure where to start? “Think of all the questions you get each day. Then answer them. You’ve been producing content for years. You’ve just never recorded it or written it down.”

Marcus also says to not get too hung up over writing. “Write like you talk. That way then people will get to know you.”

Another thing he says is to write a headline with a subhead.  The main portion of the headline will contain your key words; the subhead is where you can get creative and provide some zing.

Think: Earthquakes and Fiberglass Swimming Pools:  Yep, Flexibility is Nice When the Earth Moves

Marcus sees a day when all sorts of trades people – home remodelers, gardeners, lawn guys, mechanics – will blog (or rather, use  content marketing) … blogging as a way of teaching their potential customers. But the most important thing, he says is to just start. “Don’t stress being perfect.” It’s like baseball. You’re not going to hit home runs immediately.

“Start somewhere. Some is better than none.”


Category: Blogging

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