As a regional manager for PADI, I get to work with some truly fantastic people, who are often doing some inspirational work. The one thing that is sadly lacking is the time (or inclination) to write about it.
Self-promotion is big business and is vital to the success of yours. I am not suggesting that you should aim to become one of the growing keyboard warriors and look at trying for “guru” status. But I am betting that there is a whole host of things that you are your team are doing which should be highlighted and sung from the rafters.
I often hear that “I am posting on social media” which is fantastic and a step in the right direction. But regardless if you are a small business or a multinational company, blogging needs to be an integral aspect of your online marketing strategy.
There is a huge list of reasons your company to blog but I have tried to keep the list to a few, in the hope that the importance of it is driven (or diven, I know bad pun, but we are all divers at heart) home!
I am willing to bet (or at least I hope) that you have put a lot of time and effort into building and running a website. It costs a good chunk of money to run it and if now the prime route for someone to find out about what you provide as a company. What is the point of all this time, effort and money if you are not driving traffic to your website?
Your blog should be at the heart of any and all social media, news and marketing effort. The cycle should begin and end with people engaging on your website. You should blog and then share on social media, this will then mean that your customers (and importantly, your soon to be customers), will see what you have been up too but then are drawn to your website to find out more.
Posting a regular Blog will increase your SEO! Who wants to be top of the internet search? Yes, you can buy your way to the top, but people are more and more wary of adverts, being there, on page 1, at the top, through and organic means is more long term success and will outlast the cost to get there with money.
By having regular fresh and pertinent content on your website means that as the searching algorithm updates it databases you will have ticked some of its programming boxes, which enables it to promote you higher.
A positive side effect of all this fresh and pertinent content on your website means that you are positioning your brand (yes you need to start thinking of your business as a brand) as an industry leader. There might be something that you are passionate about (one of the reasons I love the PADI system so much is all the specialities) find time to write about it. That incredible dive which has kept you coming back for more is powerful and will inspire others.
Recently for myself has been a few incredible sea dives with seals. The company and comradery of a people who I have never dived with, bonded over the fun of the diving. (Yes I am a strong advocate that diving should be fun, you need to be well trained and follow the other safety principles that PADI advocates, but fun none the less. I doubt I would have remained a diver for the last 21 years if I had not enjoyed 99% of my dives and that includes working as a DM and OWSI). What has this ramble got to do with being an industry leader? Well, I am promoting UK diving as some of the best in the world, it helps if you have some great experiences to sell it to someone who’s never tried it.
So in short, make blogging a most do action and at a minimum a monthly one. If you need help, please get in touch.