Unless you’re in high school, recently applied for a business loan, or have been studying management, you have probably blissfully forgotten all about SWOT tools. Not any more! SWOT tools are useful for just about everything in life, including marketing blogs. If that sounds a bit odd to you, come on the journey of explanation that follows…
What is a SWOT tool?
SWOT stands for Strengths, Weaknesses, Opportunities and Threats. Some people have trouble distinguishing between a Weakness and a Threat, and a Strength and an Opportunity. In some ways, these are simply two sides of the same coin – but it is useful to articulate them as such. So:
Strength: An innate characteristic that makes it more likely that your blog will succeed. So, what resources or assets do you have? What aspects of blogging are you good at? What makes you better than other bloggers?
Weakness: An innate characteristic that makes it more likely that your blog will fail. In blogs, weaknesses are things that are stopping you from utilizing your strengths; bad workflow practices, distractions and technical difficulties.
Opportunity: An outside factor that could help your blog succeed. These could include friends in the blogosphere, new tools and technologies, and trends within your industry.
Threat: An outside factor that could cause your blog to fail. These might be things like search engine practices, negative media coverage, etc.
Before you do your SWOT analysis…
You’ll need to define your goals. Obviously, analyzing the factors that will help you reach your goals (succeed) is difficult if you don’t know what those goals are.
Analyzing your SWOT chart
Once you have those Strengths, Weakness, Opportunities and Threats clearly listed on a piece of paper, just sit on them for a while. Give them time to percolate. Put the paper up in a spot where you’ll see it every day, and let them settle in.
Create an action plan for marketing your blog based on the analysis
You’ll want the strategy for updating and marketing your blog to…
* Play to the strengths
* Mitigate the weaknesses
* Take advantage of the opportunities
* Fend off the threats.
This tool for marketing blogs can seem a bit vague on its own, but it is very useful to review every so often to keep you on the right track.