Why you should consider a small-business blog--and how you can start one

In the last few years, blogs have gotten more popular than ever. According to the blog tracking firm Technorati, there are an estimated 175,000 new blogs and almost six million blog updates published daily. With blogs growing at this rate, why should your business start one?

Because blogs are a wonderful marketing tool, a great way to increase your company web site rankings with search engines and an excellent tool for generating sales leads.

Here are some suggestions to help you get started, plus some background information in case you might not be familiar familiar with blogging.

History

The word "blog'' is comes from the term "web log.'' A blog is basically web page or site that is part online journal or "log'', and part open forum. Some bloggers post new updates constantly; others write updates weekly, monthly or only occasionally. In most cases, blog entries are short and might include photos or links. Sometimes blog readers can post their reactions to the blogger's entries. Other readers can then add their two cents to those comments, thereby continuing the dialogue. The so-called blogosphere contains blogs on practically every conceivable topic. Some blogs exist on the web site of an individual or business, while others are hosted on public blogging sites, like Blogger and Windows Live Spaces.

What are the benefits of starting a blog?.

• A blog allows your business to engage with current and potential customers in a direct, informal, no-pressure way. You can communicate the strengths of your product or service, the expertise of your top executives and the breadth of your company's experience in ways that traditional marketing and advertising do not allow. Because readers have the ability to comment, you can gain insight into your clients needs and wants. You can then use this information to develop new products or services or fine-tune existing ones.
  
• A blog can make your company appear more "alive'' and approachable. A web site promoting your products or services is an essential marketing tool. But a blog is more personal and therefore can help boost customer loyalty.
  
• Blogs are relatively inexpensive compared to other forms of marketing. Some public blogging sites are free; others charge only nominal fees. Blogs are often easy to set up and even easier to update, with virtually no training required.

Blogging the right way. 

If you decide a blog makes sense for your business, here are some things you should keep in mind.

• Set goals, policies and tone.
  Decide what you want to accomplish with your blog and let those goals influence your content. For example, you may want to establish yourself as a "thought leader'' in your industry, boost your site's status in search engine results or differentiate your business from the competition. Also, if your blog will have multiple in-house authors, decide on basic ground rules, such as never trashing the competition. If possible, make a staff member the blog editor to check entries before they're posted for grammar, typos, tone and consistency.
  
• Keep it relevant and personal.
  Blog readers want to know what you--or others in your company--think about the trends relevant to your industry. If you run a local real estate firm, your readers would likely want to know your thoughts on buying and selling trends in your area. Make your entries personal by speaking to readers directly.
  
• Tell them a story.
  Use an authoritative yet conversational and informal voice.
  
• Make it useful.
  When you offer helpful tips and links to other resources on the web, your readers will be more inclined to tell others about your blog. For instance, have you read a new book that's relevant to your readers' interests? If so, write a short review of that book in your blog. If your blog is an information resource for your industry, other bloggers and web site owners will want to link to it. And the more sites that link to your blog, the more likely it will show up near the top of search engine results.
  
• Use relevant keywords throughout your blog.
  This is another way to boost your blog's chances of showing up at or near the top of search engine results. Keep readers interested. If your blog entries are clear, concise and compelling, readers will want to return again and again.
  
• Use a soft sell.
  Don't use your blog to re-purpose press releases, brochures or other content originally created for marketing, PR or advertising. Readers can smell a blatant pitch a mile away.
  
• Update often.
  Readers expect blogs to be refreshed regularly. If you update your blog once a month or less, you may not develop a devoted readership. Shorter, more frequent updates are preferable to longer, infrequent ones. Consider sharing the duties. Blogging requires a time commitment. Sharing the blogging duties with others in your company can take the pressure off. Plus, multiple voices can make a blog more interesting.
  
• Stick to it.
  If you decide to start a blog, make a commitment to keep it going. An abandoned blog won't give readers a favorable impression of your company. 
  
• Consult with trusted advisers.
  Before embarking on any new marketing initiative, it's always a good idea to consult with those whose opinion you trust. Do you know a business owner with a business-oriented blog? If so, ask what impact the blog has had on their business. Also ask your in-house or contract marketing expert for input on your blog's goals, content or tone. Finally, talk to your webmaster, site designer or other web-savvy adviser. Should you add a blog to your small-business web site or create one on a separate, public site? What keywords would they recommend using?
  
• Something to Say
  Ultimately, a blog can be a highly effective and low-cost marketing tool for differentiating your business from the competition and encouraging customer loyalty.

All that's required to be a successful small business blogger is planning, creativity, commitment and, most importantly, something worth saying.

Need help in setting up or maintaining your blog? Inland Pacific Consulting can set-up, host, and maintain your blog and our copywriters can ghostwrite articles relevant to your company and prospective clients. Call toll free (323) 654-8285 or contact us by email if you would like to explore the potential benefits a blog might provide to your company.