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Start a Blog to Reach New Customers
By Jeff Wuorio A Web log, or ‘blog,’ can be a boon to your business by exposing your products, services and your expertise to potential new customers. What does it take to get started blogging? Here are seven steps you should consider if you're interested in developing a blog to promote your business. On This Page
1. Identify Your AudienceThis basic precept of any business is just as essential with your blog. It's critical to pinpoint your audience and, in the process, decide what you're going to say that will make them read what you write. "It's really a process of elimination — what's not being covered by someone else?" says Scott Allen, co-author of the upcoming book, "The Virtual Handshake: Opening Doors and Closing Deals Using Online Social Networks." "What's your unique spin? If you don't have an original voice, why is anybody going to read it?" 2. Decide Where Your Blog Should LiveThere are numerous software packages that let you add a blog section to an existing website. A more automated and perhaps easier option is a blog hosting site (with a link from your website bringing visitors over). With a blog hosting service, the setup is easy, as the site usually provides preformatted designs and other options from which to choose. In particular, watch for features that may be helpful in building traffic, such as trackers that identify recent posts and the most popular message threads. See sites such as Businessblogconsulting.com for reviews of various publishing platforms. 3. Start TalkingAt this point, bringing your blog live will mean little more than placing your thoughts, observations and insights into the blog for others to read. But to really launch your blog and encourage traffic to it, don't just offer marketing messages about how great your business is, or chatter about news and current events for which you offer no expertise. Instead, aim for a fresh, unique take. Provide a perspective that is heartfelt, compelling and has the potential to help you market yourself and your business. One way to get up to speed on what to say is to read other blogs and, in turn, offer your own viewpoint on an industry or business topic that you know something about. "It's not a matter of competing with other blogs," Allen notes. "But one way to attract other bloggers to your site is to start reading other blogs and commenting on what they're writing about." 4. Try 'Blogrolling'Getting regular visitors to your site isn't just a matter of fresh, insightful commentary. Building traffic between blogs is another central element to luring repeat visitors. Here, ‘blogrolling’ is an effective tool. This, in essence, is a set of links on your blog site that identifies other sites on the internet — related to your business, industry or expertise — which you find valuable. Developed in conjunction with a fresh voice, blogrolling encourages a steady back and forth between various sites, including other blogs. "Write commentary about what other bloggers have written, then link to them," Allen says. "That really gets you into the overall bloggers' pool." 5. Emphasise KeywordsSearch engine hits are another element of generating traffic. One strategy to attract search engine interest is through careful use of keywords in both your headlines and blog copy. For instance, if your topic focuses on marketing a business overseas, use of the words "marketing" and "overseas" as often as possible and in varied forms can help push your blog site toward the head of the search engine line. "Stay on one topic, so your content is focused on keywords," advises Sally Falkow, a brand strategist who uses a blog in her business. "That, and link to other blogs on the subject." 6. Keep It FreshOne mistake that can bring down even the best intentioned of blogs is stale content. Nothing is more discouraging to prospective readers than returning to a blog site to find old or outdated material. So, be prepared to work at keeping your blog as fresh and current as possible. That doesn't necessarily mean regular entries as lengthy as a novel — indeed, many engaging blogs are built of short, concise messages. But make a commitment to update your blog as often as your schedule reasonably permits. One blog expert suggests a key to successful blogging involves a "ruthless persistence toward posting" since customers or suppliers who read your blog will come to depend on the information. 7. Watch Your Traffic CloselyDon't make the mistake of feeling locked into your blog's initial topic. Monitor the amount and quality of the traffic you receive. If things seem slow or stagnant, don't be reluctant to alter your themes or subjects to boost interest. But don't stray too far from your business or expertise, either. PRODUCT INFORMATION
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Maintaining your brand image is as important in a blog as it is in a cold call to a potential customer or in a direct mail piece. The style may differ somewhat – you want to come across as honest and personal and avoid corporate messaging. But how you present yourself, your products and your business should be consistent. You wouldn't send out a sales letter or print a brochure that contains spelling or typographical errors. Make sure you are just as professional when it comes to a blog associated with your business. |
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