Susan Templeton

Home Mortgage Consultant
Bellingham, Washington

Greatly helpful

8.8

out of 10

6 votes

Confessions of a Blog Artist: Building Your Brand One Word at a Time

Blogging can speak volumes to your audience when/where they hang out. Tactical posts can help establish a voice for your brand by understanding what your clients really want from you and then delivering it. Sounds easy doesn't it?

Written Sep 30, 2010, read 735 times since then.

Blogging is a muse. If she calls you—answer!

People who don't blog, don't fully appreciate the enormous value of being able to frame an issue, debate it, and move on. Blogging is NOT selling. Blogging at its best is communicating something of value with your audience.

I started blogging five years ago when I decided to differentiate my locally owned branch from my broker. As a local mortgage company owner, marketing myself and extending my visibility was crucial. As it turns out this, was a great five year investment! My original broker no longer exists while my brand and my vision are still evolving. And I have a body of work online.

The value of sincere, consumer relevant blogs are absolutely integral to my current brand visibility. I was a brand specialist with 20 something years experience prior to reinventing myself as a mortgage professional. I recognized blogging as an interactive media just ripe for anyone willing to take it by the horns...er-keyboard.

First, a little perspective:

Blogging is Real Work: Blogging effectively gives allow you to extend your ideas, and think on the fly while honing your knowledge. Open your mind, tap into your intuition and go ahead: rave a little. You will quickly learn what works and what does not. People will respond (or not, or badly) and that itself is a great teacher.

Your Blog, as an expression of your Brand is built one word, one small act at a time, just like your reputation in your tribe. Over time your voice, your small acts, and your language become synonymous with what you represent. A blog is unique in this way. Words and ideas and pictures over time create strong memory association that may be recalled later.

You have no idea how many people come up to me in the street and start chatting like we have met and I realize they have seen my photo on a blog or a news release or a social network event. They have a 'sense' that we have met. It's fascinating. I don't really get out that much; but since I have sponsored a Biznik walk every week for a year, folks see that. The event notice is a mini-blog of sorts. I may comment on the season, suggest a topic or welcome a guest. People see that engagement and they remember me. I learned the hard way that being rude in the checkout line when you are tired can backfire if ever you meet the object of your rudeness in a business setting. Ouch.

Finding Your Voice: The real trick to blogging is to decide what appeals to a specific audience. This of course, changes! A first time buyer has a very different mindset than an elder who just wants to stop making house payments. You must put yourself in the shoes of the person you are writing to: as if you are speaking to that person, in person. Your brand personality and voice can come through in a way that no other medium offers.

Blogging your Brand: Being REAL helps you stand out in a world of wishy washy me too's. Blogging is immediate. Blogging can celebrate your business vision in a relevant way. Who are you to your clients? They could care less about you, really. Clients want a solution to their problem. Do you clearly offer them something useful? Are you willing to ask?

Building a Network: When I first started blogging I observed people trying to hijack my blog for their products. I wanted to create an online visibility. I saw blogging as a platform upon which to establish my brand as a reliable resource. I looked around the web and looked to blogging groups for inspiration.

A group of women bloggers invited others to submit their blogs to apply for membership. I was rejected and told I was not a 'real blogger' but a 'clever marketer' as if that were a lower life form. The head Sista' suggested I read Guerrilla Marketing by Jay Conrad Levinson. Of course I had heard of Levinson. His definition of Guerilla Marketing is clear: "It is a body of unconventional ways of pursuing conventional goals. It is a proven method of achieving profits with minimum money." Is that not blogging in a nutshell?

Have a Brand Worth Blogging About! If you hire an amateur designer or writer to develop your brand site or your blog, you will get amateur results! An amateur result may be acceptable to your budget. A comprehensive brand solution requires understanding of media, consumer psychology, of how to take your company literally to your audience and beyond.

I hired a great creative team at start up to develop my brand identity. Heidi Dikeman, Designer of GoGo Design developed my visual language. See her page on the Loannetter identity. (click page 2) Heidi teamed up with local Writer, Julie Flattery, of the Flattery Company to develop my theme YOUR NEST IS OUR NICHE and extend my brand voice into advertising. Heidi and Julie were briefed up front about my blogging life and my desire to educate my audience. They got it! You have no idea how much I enjoy the compliments each time I offer my card. That appreciative recognition is worth every dime I invested. Note I say ‘invested’ not ‘spent’. Great design is a bottom line investment that can create great returns. A great brand has legs that can extend into any media: blogs, e-news, signage; and speaks to your audience in an authentic way. A great brand is also worth blogging about!

What Keeps Me Up at Night? After a typical day slaying mortgage dragons, my old creative juices start flowing around 10:00pm. Blogging for me is an outlet for addressing stuff that I cant’ talk about during the business day. Sharing ideas with blog pals helps me gain new perspective also.

Brander Heal Thyself! My own website (irony of ironies) is my Achilles Heel. I'm such a perfectionist that I’ve been putting off really devoting the time to update a template I slapped up quickly in 2006. As a recovering designer I’m just too close to it. Design is no longer my focus. I want to do it right, and frankly, right now, I am busy integrating financial regulations and running the shop. This excuse is not currently holding water! I am more than ready to update my site. Perhaps an enterprising Biznik designer would like to make a proposal?

Analyze this! http://www.loannetter.com I know updating my site it will be well worth the effort. Aways Polish. Always update. Visit your own site once a month and imagine you are seeing it for the first time as your consumer.

Ask yourself these questions about your site or blog:

1. Is it useful?

2. Does it entertain or make people want more?

3. Does it relate to and communicate with the reader?

FEED Your Blog! Online sites absolutely thrive on fresh content. Real stuff beats researched SEO keywords any day. Otherwise to dart in and post occasionally won’t get you very far.

Original content extends your message. If writing is not your thing, hire a great editor or assign someone in your company who is a talented writer and who GETS who your unique selling proposition and the REASON you are blogging.

Sometimes the information I write about (mortgage lending) is changing so fast I blog on the go. There’s something clever and immediate about blogging that no brochure or could ever accomplish. Blogging exists for the time we are there.

Branding Your Blog Family: When I researched a domain name for my business in 2003, literally every domain with the word loan or mortgage was taken. I came up with 'loannetter'. Yes, it’s a bit quirky. I wanted a personal homey get to know you experience unlike the online lenders who promise you the moon and deliver a dinged credit report. Once you've heard 'loannetter' and seen me 'net your loan' you'll never forget my name.

My blog had kittens after I ran into the longer/slower loading pain. I just split them into a targeted group of individuals. Like a stable of horses who wear the same colors: reversenet (reverse mortgages), buildnet, (construction loans) netcredit (credit info)...you get the picture!

Blog Action = Business Exposure: Sign up for a site monitor. Active Meter is free. It counts the hits and posts where your guests come from. I noted the I R S and B a n k o f A m e r i c a reading mine recently (spaces in a word kill a search)! Is that a good thing?

Exposure Reflects. Expect calls, emails, oddball questions--the works! Linking your articles to your other sites, industry blogs, events or posts helps you build a feedback loop. The goal is to keep the shopper from leaving your store!

Biznik Delivers! Your Biznik article or profile will help people find you! Sign up for Google Alerts and see how quickly Biznik gets you noticed!

One Good Blog Deserves Another: Don't forget the content of your blog can be re-cycled. Edit it for an industry site, republish in another consumer forum, attach links to your emails, or create a monthly 'best of' mini-blog.

Blogging for Life! There is no age limit or stamina required to blog. Give yourself some head space, gan ergonomic keyboard and let ‘er rip. Just be open to how your business will grow and expect success. Maybe a new career or a book deal? Check out Michelle Goodman's post http://biznik.com/articles/blogging-your-way-to-a-book-deal

To finding your muse! loannetter

Susan Templeton: 360.220.2997 biznik@loannetter.com

Learn more about the author, Susan Templeton.

Posted by Bill Bradfield, EA, Blaine, Washington | Sep 30, 2010

Susan,

Very good article. Consistancy is essential in blogging. That is something I am not very good at. You make some really good points in your article. I especially like your three questions to ask yourself.

Thanks for writing this.

Bill

I keep the IRS off your back and out of your pocketbook
Posted by Greg Marshall, Bellingham, Washington | Sep 30, 2010

I find myself wanting to communicate more and post useless comments less. Our Thinkbiz conference website was built on a blog base ( www.thinkbiznw.com ) so that we could post and write more frequently than a website allows.

I find that communication with potential buyers much more fulfilling on various levels.
Posted by Susan Templeton, Bellingham, Washington | Sep 30, 2010

Hey Bill, First,

Thanks for responding! I never imagined myself tethered to a computer...when I started design school we did everything on Drawing Boards! So adopting the new mediums and evolving is key to most businesses who understand that 'showing up' is half the battle. I remember when Cable TV hit it send shivers through the blood of my advertisers at the time. Now blogging is creating a voice for the people that worries our power structures. Which suggests those who participate ARE in fact changing our world...one can always HOPE! Cheers, Susan
Posted by Susan Templeton, Bellingham, Washington | Sep 30, 2010

Hey Greg, I'll have to check out your Think Biz platform! Agreed -- commenting can easily get out of hand. But like here, if it relates to the topic, informs and adds to the discussion then I'm all for it. The blogspots I use have no opt in/out function so anyone who shows up with a mouth can rattle on. I blocked comments and prefer to take emails so the exchange goes straight to personal contact. Otherwise, I'd become a '24 hour complain about your banker' hotline'...not my idea of fun!
Posted by Gil Pauley, Bellevue, Washington | Sep 30, 2010

Susan, a very interesting blogging article. Like many people, I wish I had more time for it since I do like to write. However, time just slips away each day after the necessities are done. You make some great points. Also, the Google Alerts is very good to see what is going on--I find it interesting to see who links to us via our alerts. For example, just saw on Google Alerts yesterday that a cosmetic surgeon linked to our cosmetic dentistry blog yesterday.

Also, I like your idea of recycling material--it sure beats writing from scratch. However, I think it needs to be reworked reasonably well to avoid any "duplicate content" problems. But great idea.

http://bellevuedentist-cosmetic.blogspot.com http://www.brooksidedental.com
Posted by Susan Templeton, Bellingham, Washington | Sep 30, 2010

Gil, I appreciate your interest and comments. Definately you need to re-write any recylcled material for each specific audience. Sometimes its as simple as moving from industry lingo to more consumer friendly language. I've found when I apply the 'where does my client hang out and care about' ruile, I quickly realize what needs to change. Goole arerts is great. But seriously the Active Meter is more revealing as to when and where people are finding you...with links back to the source. This is quite eye opening (like seeing uncle sam check me out after applying for a change to a business license!) I'll check out your blog next so thanks for that! Susan
Posted by Laura Crest, Bellingham, Washington | Sep 30, 2010

Hi Susan!

Thank you for this thoughtful, smart article! You get at the heart of blogging, as a way to connect with your "market" in a most personal way. You're right; leaving such an integral business strategy to amateurs will get you amateur results. Not only that, your "voice" will be lost and the whole point is to give your biz a voice, brand, and "face."

You also make a great point about using SEO as a substitute for carefully considered content -- no such animal! SEO may get someone to your site/blog, but like a resume, it is only intended to get someone in the door...Content marketing, including a current blog with useful info, is ultimately what drives readership, "brand" loyalty, and conversions.

Well done!
Posted by Susan Templeton, Bellingham, Washington | Oct 01, 2010

Laura, Knowing you are the consumate content writer, I really appreciate your encouragement! I guess face time is what most people miss in this old world and a site that feels real and speaks to people more authentically will build loyalty AND conversions. Yea..that's the ticket!
Posted by Laura Crest, Bellingham, Washington | Oct 01, 2010

Susan, Absolutely! Building the site and luring visitors via SEO is only a relatively small piece of the overall content marketing strategist's puzzle. Capturing and keeping those folks is another matter altogether! Viva, ze blog!

And you're so right, people do yearn for something "real" and "authentic" in this old world: a face, a trusted voice, a reliable source who truly does give a damn about them, beyond getting them to open their wallets! (Or providing their email addresses/opting-in).

A great guideline: give your readers something of true value, with no strings attached. Give them more than they ask for. You will be rewarded simply for doing the right thing!
Posted by Susan Templeton, Bellingham, Washington | Oct 02, 2010

Gee Laura, I look forward to your next SEO blog!

Certainly people feel your commitment on several levels and while a blog IS just an opinion...the fact that you took the time to express it gets noticed. I had an elder friend who kept asking me why I 'bothered' and when I told him a certain percentage of my business actually comes from folks searching online he stopped asking that question!

The 'no strings attached' is also something I keep sacred and so I avoid ads or cooperative links on mine (unless related to a subject and helpful). You are asking for trouble and diluting your message by allowing others' brands to intrude on your 'private conversation' with your audience.
Posted by Judy Dunn, Seattle, Washington | Oct 02, 2010

So much good stuff here, Susan. You talked about developing an online body of work. I think that is so important. Because the more relevant, useful content you have out there, the more visitors you attract.

You said, "rave a little." I agree. With me, my "rant" posts tend to be read more and commented on more. I've found that taking a stand from time to time, rather than always being just an "information transfer" blogger. engages my readers. And often a lively back-and-forth follows with some good rich comments from people on both sides of the issue. I love it when that happens!

So much good advice here. Thanks.
Posted by Susan Templeton, Bellingham, Washington | Oct 03, 2010

Hey Judy!

I SOOO appreciate your comments as our reigning Blog Queen (is that with or without the 'g'...rein is horse; reign is crown...right?) Which brings me to my dangling participles and typos. I almost forgot to mention that in some ways the imperfections of blogs are endearing. I compare this to how the Amish who always make an imperfect square in a quilt because only god is perfect.

Think I should break this into two articles...one on branding? I forget how much that lights my old fire.

See you round the traps as we say! Susan
Posted by Madeline C. Gerwick, Seattle, Washington | Oct 04, 2010

Hi Susan,

Very nice article reminding me to get with it and blog. I have a class coming up on the 18th and just posted something on a blog that doesn't belong to me. The results were astounding.

I am going to relaunch/rethink and use your suggestions to revive my blog.

Thanks again, Madeline
Posted by Susan Templeton, Bellingham, Washington | Oct 05, 2010

Great news Madeline! Your attitude and information really stands out so I'm sure a blog would greatly offer that breakthrough visibility for you! You're most welcome! Susan
Posted by Tshombe Brown, Portland, Oregon | Oct 07, 2010

Susan,

This is a wonderful, thought-provoking article, evidenced by so many comments!

There are several things that really jump out at me, but one of the main ones is how clear you were about the purpose of your blog was in the first place. You wanted to establish your brand, build visibility, and distinguish yourself in the marketplace.

Being clear helped you decide how you would approach blogging and what you would and wouldn't do on/with your blog.

I also love your candor about how much work writing a blog is. There's no bones about it, it requires focus, thought, consistency, and patience.

Thanks so much for writing about this most-important topic.

PS Yes, Judy IS INDEED our Reigning Blog Queen.

Listen to the NEW Selling With Spirit Radio Hour
Posted by Susan Templeton, Bellingham, Washington | Oct 07, 2010

Tshombe,

I really appreciate your observations. I should say blogging is work but if you are called to blog on a subject about which you are passionate they tend to write themselves. One wonders who actually reads them until you see your Google rankings--at least the bots notice!
Posted by Jenny Davidow, Seattle, Washington | Nov 09, 2010

Hey, Susan, Your experiences give the insider's view, very helpful and encouraging! Your blogging ups and downs provide a fascinating business map for those of us who are looking for ways to evolve our brand and get the word out. Thank you for providing so many wonderful links and tips!
Posted by Susan Templeton, Bellingham, Washington | Nov 10, 2010

Jenny, thanks for your comments! Crafting one's blog consistently in line with your vision is rewarding when people actually read your stuff (like here). I could use your tips on getting published in Biznik?!