Author: Wendy Maynard
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!!!
Wendy Maynard of
GoMarketingMaven.com
created the Maven Marketing System specifically for small business owners,
coaches, consultants, and solo-preneurs. She also publishes a free weekly
marketing ezine. Subscribe at
http://www.gomarketingmaven.com/ezine_3.html
