Erik Deckers

About Erik Deckers

Erik Deckers is the President of Pro Blog Service, a content marketing and social media marketing agency He co-authored four social media books, including No Bullshit Social Media with Jason Falls (2011, Que Biz-Tech), and Branding Yourself with Kyle Lacy (3rd ed., 2017, Que Biz-Tech), and The Owned Media Doctrine (2013, Archway Publishing). Erik has written a weekly newspaper humor column for 10 papers around Indiana since 1995. He was also the Spring 2016 writer-in-residence at the Jack Kerouac House in Orlando, FL.

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Here are my most recent posts

April 15, 2011 By Erik Deckers

Can Your Company Survive Without a Corporate Blog?

Does your company need a corporate blog if it’s going to survive the next 10 years?

Maybe not.

Will your company thrive and grow if you don’t have one?

Maybe not.

A corporate blog is a great way for companies to share information with their customers and vendors. It’s a great way to promote their products, answer customer questions, make special announcements, and even sell to new customers.

A corporate blog will help your company appear at the top of the search engine rankings — there are roughly 88 billion Google searches per month. How many of those are you missing out on? — and will give you a place to send your customers when you interact with them through social media marketing. (Uh, you are using social media to talk to your customers, aren’t you?)

People are reading blogs whether they realize it or not. In fact, Technorati estimates that 76% of active Internet users are reading a blog of some sort or another. I think that number may even be higher, because so many websites, online newspapers, and landing pages are actually blog posts, and not regular html pages. People visit the blog thinking they’re finding a page or article, but in actuality are reading a regular old blog post.

The great thing about blogging is that anyone can do it. It doesn’t matter if you’re a Fortune 500 company with a marketing budget measured in the hundreds of thousands, or a one person operation whose total sales are measured in the tens of thousands. At its very core, its very essence, a corporate blog is just a company talking to its customers about the things that matter to the customers.

The blog is the great marketing equalizer. It levels the playing field between big and small companies. I’ve seen small companies with more passion than money turn out great blogs that are well-written and well-received. I’ve seen huge companies with lots of money and personnel that create crappy blogs that are poorly written piles of jargon-filled manure.

A corporate blog can cost thousands of dollars in design, content creation, and web hosting, or it can be one of the many free options hosted on someone else’s server. The expensive blogs don’t always do better, and the free blogs are not always lacking in quality.

What matters is the content and whether you’re creating enough of it.

So will your company survive without a corporate blog? Maybe it will.

But it will certainly be outclassed and outpaced by the companies that do have one.

My book, Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself (affiliate link), is available on Amazon.com, as well as at Barnes & Noble and Borders bookstores. I wrote it with my good friend, Kyle Lacy.

Photo credit: Coda (Flickr)

April 14, 2011 By Erik Deckers

Four Ways a Corporate Blog Can Help Your Company Increase Profits

A corporate blog is more than just a company diary where someone from marketing talks about the latest trade show. A corporate blog is a support tool that can lighten the load of several different departments within your company. Here are four ways a corporate blog can help your company.

1. Reduce Marketing Costs and Improve Reach

In the past, Marketing put a lot of time and money into developing, creating, and printing new sales literature and brochures. But once the specs changed on a particular product you got a new area code (it happened to my company in 2002), or you made an egregious error (guilty), the remaining 8,500 copies of the brochures were rendered obsolete, or you had to hand correct every single one of them with a black marker.

A blog can replace a lot of sales brochures and literature, introducing customers to the new product, letting them read the new specs, and finding out the latest features and prices. A blog will also let you show new photos and video demonstrations, tell people about the upcoming trade show or the show you just finished, or even post a video of the CEO talk about the product and what it means for the industry.

By turning to electronic publishing, you can reduce printing costs, reduce costs per lead, and ultimately, costs per sales.

2. Serve as a Newsroom

The PR department spends a lot of time chasing down the industry media or traditional media, trying to get them to talk about your latest product or service. The problem is, the media isn’t always willing to listen, or they can only publish on their own schedule, not yours. But by posting news articles to your website, you become the news source, not the traditional or industry media.

A blog will let you disseminate the latest news to your customers, helping your most loyal customers not only read what you’re up to, they can share it with their readers, which promotes your news as well. The media can use your blog as an information-gathering source as well. This lets them see what you’re doing, rather than waiting for a press release. They can find your press releases, product photos, and HD video clips, and get everything they need with ease. They can also get further information and details without calling your PR person while she’s on vacation and unavailable.

3. Sell to New Customers

Corporate blogging can greatly benefit the sales department, because salespeople can talk about the benefits of the new product, use blog posts to answer frequently asked sales questions, and preemptively overcome any objections potential customers may have.

While this won’t answer every question and objection for every customer, you’ll find that it cuts down on the time per sale. When I started selling on the Internet in the late-90s, I found I had cut my time per sales call down from 40 minutes to 10 minutes just because of the information I was putting on my website.

Again, this is where video demonstrations can be invaluable to potential customers. This also helps improve search engine rankings, so your site is more easily found during web searches, which means more customers could find you, which in turn means means more sales.

4. Provide 24/7 Customer Service

If you have a product or service that has frequent questions, don’t just rely on an FAQ section. Turn your blog into a knowledge center, and ask your customer service reps to write posts that answer those frequent questions. Make them as easy to find as possible (proper keyword tagging, links from the FAQ page, or even listing them in your “popular posts.”

Ask other customers to leave comments on individual posts about different fixes and solutions they’ve found as well. Incorporate their answers into the official blog posts to continue the discussion, and to make your customers feel like they’re contributing.

Finally, customers can search your website and find in-depth answers to questions they have. This saves phone calls about basic constantly-asked questions, which means you can help reduce customer service costs.

April 13, 2011 By Erik Deckers

It’s Still Corporate Blogging, Not the Social Web

Debbie Weil doesn’t like the term “blog” anymore. She wants to do away with it.

I was listening to Debbie on Doug Karr’s Blog Talk Radio from the end of February, and she said she doesn’t like the term “blog” anymore. Rather, she wants to call it the “social web,” since blogging has grown beyond a string of chronologically arranged thoughts by writers who wanted to journal publicly (I’m paraphrasing).

I couldn’t disagree more.

While blogging may be old hat to people like Debbie, Doug, and me, it’s still new to a lot of businesspeople, who are only just now hearing about it. They’re only just now hearing about social media. They have just recently quit calling it “Facespace,” and realize there might be something to allowing their employees to contribute to their website.

Some of these guys even have a website. (No, not the horse.)

Keep in mind, the business community still hasn’t embraced the Internet as a whole. According to Formstack, only 45% of businesses in the US have a website.

That’s a friggin’ website! That’s not even a blog.

I built my first website in 1994. On Adobe PageMill. It was horrible. But we were one of the first businesses in our industry to have one, and I’ve been online ever since.

It’s 17 years later, and more than half of the businesses in this country still don’t have a website. They’re certainly not thinking about a blog. Maybe they’ve heard of it, maybe they know someone who’s got one. But they’re not seeing the need to have one.

And if that’s the case, they’re certainly not ready to embrace the social-ness of their website, and stop referring to it as a blog, since they don’t even have one.

Cast of Decoder Ring Theatre, an audio theatre company in Toronto. They're airing 6 of my radio scripts this summer on their podcast.

I’ve seen this “we’ve got to stop calling it by the old name because it’s not accurate anymore” phenomenon so many times before in so many different industries. Radio theatre is no longer called “radio theatre” anymore, it’s called “audio theatre.” Why? Because you don’t listen to these plays on the radio anymore, you listen to them via streaming audio, podcasts, mobile phones, CDs, and even tapes. Who the hell uses radio?

The audio theatre groups I’ve been a part of have been arguing about this for the last 10 years. (In fact, if I want to rile them up, I’ll bring it up again, like shaking a jar of angry bees just as they’re starting to calm down.) But the only people who care about the distinction are the practitioners themselves. Most of the non-audio theatre public still calls it “radio theatre,” because that’s the name they know. That’s how they refer to it when they talk about what they, their parents, or their grandparents listened to.

When I ask them about “audio theatre,” they stare at me blankly, until I say “that’s the new word for radio theatre.” Then they get it. Audio theatre’s biggest marketing blunder was when they stopped calling the art form what the typical listener was calling it, and I think it played a role in the diminished acceptance of the art form, even as audiobooks and other forms of audio entertainment and education have taken off.

If we want corporate blogging to continue to grow, we need to keep calling it a “blog” for as long as the business community has not fully embraced the Internet as a whole. Once everyone has a website and a blog, then I’ll call it a “social web.” Until then, I’m going to stick with the term the rest of the business community is already using. The social media pros can call it whatever they like.

Photo credit: pullarf (Flickr)

Can Your Company Survive Without a Corporate Blog?