I often encourage business owners to “marketing methodically” so that prospects and customers will develop a relationship in which they know, like and trust the business owner. Marketing plans for the professional horseman can use many approaches to getting the company message across. Traditional examples are:
- Printed advertising
- Word of mouth
- Public speaking
- Yellow page advertising
- Direct mail
- Website
These forms of marketing have been proven to be reliable in getting results when used correctly.
I’ve written in the past about using a new tool for marketing which is the Weblog or ”Blog”. A blog is an electronic online journal posted on the web available to the public and the raving fans of your horse business to get a feel for how you think and act, what you do and your philosophy.
Blog entries are brief chronicles of business and personal life experiences, sometimes accented with photographs. In an entertaining or educational format, they allow the reader to make a judgment about how much they like and trust you as they get to know you.
When recently reading Darren Wetherill’s blog, Horse Bliss I ran across a link to another horseman’s blog, Gallop On written by Beverly Hamerdinger of New Mexico. Beverly’s engaging writing style quickly hooked me on following her daily chronicles about her horses and family ranch life.
Beverly writes about her experiences with the ordinary and extraordinary things that happen every day in a humorously punctuated descriptive way that keeps her readers returning frequently. From vaulting practice at age forty-something, to new tractor fever or catching a runaway horse, she tells the story from a horsewoman’s point of view.
I had a chance to speak with her about her blog and the new business she launched with it. Beverly uses affiliate marketing to fill the margins of her blog with advertising for horse related products. By using an affiliate marketing agreement with the “advertisers” in the margins, she will get a small commission for sending a reader to the advertiser’s website.
Based on what Beverly told me, I don’t think she will be retiring next year on the income earned in the first six months of operation of the blog site. She does, however, provide a shining example of a creative way to combine interests of horses, writing, and computer knowledge to create a pioneering business in affiliate marketing. Her creativity and talent jump out at the reader so have a look at the site and go buy something from one of her affiliates.
If you like to write and have a story to tell, creating a blog for your business and for the development of your personal brand might be the low cost marketing engine you have been searching to find.
Subject material for blogs by professional horsemen might include: starting a colt, training a reiner, conditioning a rider or horse, training for an event, self built barns, building a business, promoting a clinic or horse show, teaching riders how to overcome fears, competing in a horse show series, selling a horse, teaching a horse to drive (not your truck, silly) designing a jump course, hauling horses, trail riding and overnight camping.
The list is endless. If you can write a sentence, then you can be a blogger. When you are not riding, start writing.