If you have a business, a
blog (short for web log) is a marketing tool
that can further position you as the expert in your industry. Your
prospects and clients want information about your products and
services. They are hungry for it! And a
blog gives you the opportunity
to share your expertise with people across the globe.
Once they are set up, blogs are easy to update. The typical
blog entry is short and informal, making it easy for you to write - and
easy for your customers to read. Because blogs are filled with a bunch
of little blurbs, your readers are more likely to visit on a regular
basis to read your latest commentaries. They also feature a search
function, which your readers can use to find blog entries on a
specific topic.
But like every form of marketing, a blog requires you to lead it in a
strategic direction. Before you start your
blog, make a decision about
the blog's theme and "voice." Once you determine your goals, stick to
the topic. You can weave your personality and stories into the
blog,
but always keep these relevant to your target audience. Make your blog
a tool that provides helpful advice, tips, and musings to your
readers. A
blog that is really a sales pitch or advertisement will NOT
garner a wide audience.
Here are some examples of the types of business blogs and the various
types companies that might benefit from them:
1) Consultant Blog: This type of blog is widely used by a variety of
service-based companies including marketers, interior designers, event
planners, financial advisors, and so on. In fact, this is the type of
blog that I write. The Consultant Blog primarily features a single
person writing about their advice and observations. It is a way of
highlighting your expertise in an area and building an active
readership who trust your opinion to guide them.
2) Tourist Blog: Every Bed and Breakfast can benefit from this type
of blog. It features the local area with pictures of surrounding
vistas and updates about upcoming events. It can feature links to
local weather and favorite places to visit. The Tourist Blog can help
sway people to use your business services over that of a competitor,
as well as keep in touch with them until they visit your city again.
It can also save your business time by providing people the answers to
frequent questions. Other businesses that benefit from this style
include rafting companies, ski areas, fishing guides, festivals, and
so on.
3) Industry Blog: There are a number of companies that specialize in
a very narrow area of their industry. For example, many manufacturers
are highly specialized in what their company produces. These companies
often sell to other businesses. In this case, it is often helpful to
blog about new products lines, materials, trade shows, equipment
innovations, industry news, and shipping news. Examples of industries
that would benefit from these blogs include fabrication, machining,
printing, engineering, insurance, and stamping.
4) Specialty
Blog: Many businesses, associations, and hobbyists enjoy
this type of blog. It focuses on a specific subject. Examples include
golf, sailing, stamp collecting, dog breeds, wedding planning, weight
loss, and so on. The Specialty Blog can be written by one or multiple
contributors. It is a wonderful way to build an online community and
encourage comments because the readers share a common interest.
5) Feature Blog: I primarily see this type of blog being used by
people who are in a creative type of business. It incorporates lots of
pictures of recent projects and how-to entries. Sometimes there are
video posts or audio recordings. It often has links to an online store
where a visitor can purchase the project or sign up for an event. A
Feature Blog is very useful for artists, designers. musicians,
performers, illustrators, quilters, and writers. Another type of
business that could benefit is one that produces custom products such
as a furniture maker or a bike builder.
When you are writing a blog, don't be bland. The key is to be
yourself and to reflect the core personality of your company. If there
are things that make you mad or get you excited, your blog can be a
place to post these things. If you don't keep your blog on topic,
lively, and engaging, your readers will quickly get bored. Write in
your blog regularly - I recommend at least once a week or more.
To drive traffic to your blog, list it in blog directories such as
Technorati. You should also incorporate keywords in your entries to
help people find you via search engines. For example, an insurance
company in San Francisco should incorporate the terms "San Francisco
insurance" into their posts with a link back to their website. In this
way people can easily get more information. Be sure to set up an About
page with your contact information so people can get in touch.
Action Tip: So, ready to start blogging? You can set up a blog easily
with Blogger, Typepad, and Wordpress depending on your marketing goals
and level of technical knowledge. This week, sit down and decide on
your Blog Type, who in your company will write it, and how you will
schedule regular blog updates. When you are ready, contact a designer
to create a blog header and set up your blog. Then...Blog Away!!!
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