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 customers want information about your products and services. They are hungry for it! And a blog gives you the opportunity to share your experience with people from all over the world.
Once set up, blogs are easy to update. A typical blog post is short and informal, making it easy for your clients to write and read. Because blogs are full of small advertisements, your readers are more likely to visit them regularly to read your latest comments. They also have a search function, which your readers can use to find blog posts on a specific topic.
But like all forms of marketing, a blog requires you to steer it in a strategic direction. Before starting your blog, make a decision on the topic and “voice” of the blog. Once you determine your goals, focus on the topic. You can weave your personality and stories into the blog, but always keep them relevant to your target audience. Make your blog a tool that provides helpful tips, suggestions, and reflections to your readers. A blog that is actually a sales pitch or advertisement will NOT get a wide audience.
Here are some examples of the types of business blogs and the different types of businesses that could benefit from them:
1) Consultant Blog – This type of blog is widely used by a variety of service companies, including marketers, interior designers, event planners, financial advisers, etc. In fact, this is the type of blog I write. The Consultants Blog primarily features a single person who writes about their advice and observations. It’s a way to highlight your expertise in an area and build an active audience that trusts your opinion to guide them.
2) Tourist Blog: All Bed and Breakfast can benefit from this type of blog. It features the local area with pictures of the surrounding sights and updates on upcoming events. You can include links to the local weather and favorite places to visit. The Tourist Blog can help people use your business services over a competitor’s, as well as keep in touch with them until they visit your city again. You can also save your business time by giving people the answers to frequently asked questions. Other businesses that benefit from this style include rafting companies, ski areas, fishing guides, festivals, etc.
3) Industry Blog – There are a number of companies that specialize in a very limited area of their industry. For example, many manufacturers are highly specialized in what their company produces. These companies usually sell to other companies. In this case, it’s often helpful to blog about new product lines, materials, trade shows, equipment innovations, industry news, and shipping news. Examples of industries that would benefit from these blogs include manufacturing, machining, printing, engineering, insurance, and stamping.
4) Specialized blog: many companies, associations and fans enjoy this type of blog. It focuses on a specific topic. Examples include golf, boating, stamp collecting, dog breeds, wedding planning, weight loss, etc. The Specialty Blog can be written by one or more contributors. It’s a wonderful way to build an online community and encourage feedback because readers share a common interest.
5) Features Blog: I mainly see this type of blog being used by people who are in a creative type of business. It incorporates many images 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 register 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 manufacturer or a bicycle builder.
When you’re blogging, don’t be bland. The key is to be yourself and reflect the core personality of your company. If there are things that make you angry or 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 on your blog regularly; I recommend at least once a week or more.
To drive traffic to your blog, list it in blog directories like Technorati. You should also incorporate keywords into your posts to help people find you through search engines. For example, an insurance company in San Francisco should incorporate the terms “San Francisco insurance” in their posts with a link 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 are you ready to start blogging? You can easily set up a blog with Blogger, Typepad, and WordPress based on your marketing goals and your level of technical knowledge. This week, sit down and decide your blog type, who in your company will write it, and how you will schedule regular blog updates. When you’re ready, contact a designer to create a blog header and set up your blog. So … Blog Away!
