Blog (short for Web log) is a Web site where entries are made and displayed in reverse chronological order. Why a blog for marketing? Is it really an effective marketing tool for freelancers? First, let’s present some fundamental things I hope we can all agree on.
On the professional side, a blog for marketing can give your company an identity and a “voice,” gaining visibility on the Web. It can generate word-of-mouth interest and display current work. It is a way for you to write about your work and tell the story behind it. It allows others to get involved with your work by leaving comments. Your blog can be noticed by the media bringing you requests for interviews. You can educate clients without being too preachy. A blog works well for creative professionals because it makes adding content to an existing Web site very easy and fast!
Designer Catherine Morley makes a business out of her many blogs and speaks from a professional perspective: “It’s a designer’s nature to be generous with advice to those requesting an opinion on difficult design or business matters. In forums, shared information is soon lost but blogs can be designed to keep the information upfront. So unlike forums, on blogs there is no longer a need for the continuous litany of questions such as ‘How do I deal with a client who won’t pay?’ or ‘How do I use contracts?’ Also, search engines love blogs because there’s usually a lot of specific topic-oriented content. A quality blog can be a major shot in the arm for driving traffic to your site and keeping in touch with your audience. Authoring a blog can help position you as an expert in your industry.”
On a personal note, a blog allows people to see a more private side of you and get to know you. It gives you the chance to interact with clients as friends. Blogs create communities of like-minded people. One of my favorite uses for freelancers is to publicize and promote—even raise money for—charities they feel strongly connected with.
Photographers David and Ally McKay say, “We have an incredible charity project dealing with breast cancer awareness. Here, we can write our thoughts, allow our clients to comment and share theirs, as well as create a place for those that have been affected by the disease.”
Freelance artist Jen Lemen adds this personal note: “Everyday I try to make art that feels warm, familial and connected to big ideas. Blogging gives me a chance to illuminate what that process is like for me. By talking about what I do in an honest and transparent way, I invite my readers to see my work in the context of my life. I find it creates community, not just customers, and that’s important to me. I want my blog to inspire people to take a chance on a creative dream they’ve been pushing aside because it feels too risky, too unrealistic. To do this, I need to keep taking those kinds of risks myself. ”
A blog may be a great personal and professional marketing tool, but what is the downside? For one, your blog requires consistent and constant attention and time—lots and lots of time. For those of you traveling the world (see the India Blog at
imentor.us), you will need Internet access, which is not as global as it seems at home. You must do regular postings that are interesting and current; most freelancers interviewed here actually recommended daily postings. A blog is a new marketing tool and should be respected as one. Just as you schedule time to update your portfolio or your résumé, you will be making time to work on your blog.
You must edit carefully to show your best work, too much can clog your blog. Less is more. Also, you will need to patiently pursue this new technology. Even though your postings are almost instantaneous, tangible results can take time. We asked other creative professionals, how does your blog relate to other freelance marketing tools? What are some of the business development results you have seen?
John Jantsch, a nationally recognized small-business consultant, says, “It’s just another marketing tactic, but it’s a great way to integrate much of your on- and offline initiatives and build a community around your core messages. Once my blog developed a following, I find that I don’t get RFPs (Requests for Proposals) any more, people just want to know if I’m available. I can track about $500,000 worth of business directly to my blogging.”
Patrick Bennett is a travel photographer and says, “I link back and forth to my commercial Web site from my blog, but it’s certainly a low-key marketing tool. I send out an e-mail every few weeks to let people know I’ve updated the site and that there is new material. I think of it as a different window from which people can get to know me. I just finished the ExOfficio travel clothing ad campaign shot in Argentina as a direct result of my blog. Another client is considering me for another major project possibly in Argentina or another Latin American country because of my experience there. Another recently wrote to tell me about a major wine account that I might be perfect for—all from my blog.”