Blogging for Businessarticle

Blogging has become the must-do medium for small businesses wanting to promote offers, communicate with customers and establish a unique personality

A ‘weblog’, or blog, is an online diary which allows the writer to post their thoughts for a public audience. Although you may think of blogging as the preserve of techies, journalists and social commentators, many small businesses are beginning to explore their commercial potential.

Small businesses often suffer from a lack of money, visibility and differentiation. It’s up to you to put your name out there. A blog allows you to do that.

Getting started

Starting a blog can be as simple as registering with a provider and typing your first message.

A web designer will be necessary if you want to make your blog a part of your website. Giving your website and your blog the same look and feel appears professional; and if your blog address is part of your website address, search engines are more likely to find it.

Or you can use a blog as a website in itself, this low-cost approach to developing an online presence is likely to be the future for small businesses.

Finding an audience

Ask yourself who your target audience is and what you want to achieve. Don’t try to be everything to everyone or it will fail. The people who visit will be focused on what you want to talk about, and if it is quality content they will recommend you to others.

It is essential to keep the blog up to date, as this will keep people coming back regularly, as well as making potential readers aware of your presence. Search engines are very important for attracting new business, and blogs are search engine magnets. Google loves fresh content and new links.

Writing entries

When writing entries, avoid marketing and sales messages. Blogs give you the chance to talk subjectively, as you would offline. Your readers will get to know you and the company, and they won’t be presented with a grey façade.

Think about what is happening in your sector and what is affecting business in general. What trends are emerging? What challenges are you facing as a result of, for example, new legislation? How are small businesses affected by economic highs and lows? Can you take inspiration from news stories that your readers might have read elsewhere?

Whatever you write, be prepared for responses, some of which might be awkward to deal with. Markets are now about conversations. If people disagree with you, you have the chance to learn from and answer criticism.

Source: IOD