Business Blogging in a Nutshell
A blog has revolutionized how people do business online. It used to be that the prospects and customers have to deal with faceless entity when conducting business online. Well, mostly.
More and more, people expect to be able to interact and communicate with human being instead of just a corporate name.
Contrary to the hype, a blog is not a be-all and end-all solution to your online marketing. However, if used properly, you will be able to take your business to the next level. The results of business who have been there and done that speak for themselves.
Are you looking for ways to integrate a blog into your marketing mix? Even if you are starting from scratch, this section will be of help.
What is a Blog?
A blog, abbreviated from weblog or web log, is a format of a web site which usually consists of regular entries of commentary, descriptions of events, or other material such as graphics, audio and video. Entries in a blog are commonly displayed in reverse chronological order.
When used as a verb, to blog means maintaining or adding content to a blog.
What is Business Blogging?
Business blogging is the definition used to refer to using a blog as part of business and marketing strategies. The integration of a blog into corporate business is something every business should consider nowadays.
Your customers are talking about you, whether you like it or not. If you don’t provide a mechanism to provide feedback and get their problems solved, they are going to start their own blog.
Business blog is a place for corporate business to communicate with the others, i.e. their employees, clients, prospects and/or customers. They represent their business personality through a fellow human being instead of faceless corporate entities.
Who Uses Blog?
From research firms such as Gartner and Jupiter to Disney, software developers and engineers at big companies, small business owners, service professionals and solopreneurs, all are using blogs to establish communication and build relationship with their audience.
The Benefits of a Blog
A blog is just another web site, but it allows you to manage content and build web presence much easier than traditional web publishing mechanisms. Here are some benefits of a blog:
- Blog software is easy to use. You can focus on content creation and relationship building instead of struggling with technical details. Once you get it up and running, managing and publishing involve very little technical skills.
- Cost-effective alternative to having a web presence. If you don’t have time to learn about html, if you can’t hire webmasters to update a site for you, a blog is faster way to do that even without them.
- Search-engine friendly pages. The structure of a blog is search-engine friendly. The robots will be able to crawl your page deep because of its links.
- Organization. You don’t have to recreate web pages just because you add content to one category. Blog automatically organize your posts into categories, archives and tags, whichever you choose all of those are automatic.
- Instant update and distribution. Integrated RSS feed and pinging allow you to distribute your newest entries to search engines, directories and your readers.
- Multiple authors. You can have many authors contribute to the blog at the same time.
Nowadays business owners use blogs as part of their business and marketing strategies. Independent publishers use blogs to get their content on the Web and make money by building audience.
From traffic building to lead generation and nurturing, a blog has its place and can fit nicely into the marketing mix. Whether you are to communicate with internal employees, use them as project management or customer retention tool, you can use a blog to help you get the message out quickly and easily.
Here are a few reasons why you should be blogging:
- Establish expert status. You can share your expertise and build readership in the process. This is great if you offer products or services related to the industry you are blogging.
- Driving sales. Small businesses use blogs to build anticipation about the next product launch or to showcase their product and expose it to their readers.
- Public relations. A blog provides a place to communicate with other bloggers and readers. It is a tool to promote company vision, share news about product development, and manage crisis.
- Research and development. You can use feedback from the readers in the comment or through the pools for research and development of your next product or service.
- Customer relations. Using a blog to foster customer loyalty, build relationships with clients and customers are very common nowadays.
- Community development. A blog provides a mechanism for the readers to talk to you and other readers. It is great to build community around a particular topic.
- Brand awareness. A blog is an ideal channel to put your brand in front of the market. You can reach global audience effective and repetitively via the same tool.
- Internal communication. You can use a blog internally for training, project management and communication.
Can’t Wait to Get Started?
Here are 4-part articles that I’ve written specifically to get beginners up and running quickly, while still focusing on the right things so you don’t waste your time on minutiae but only on necessities.
- Part 1: Blogging Guide Showing You How to Thrive in the Information Age
- Part 2: The Importance of Strategic Blogging — Creating Strategic Content Plan and a Few Content Creation Tips
- Part 3: How to Promote Your Blog and Start Getting Traffic
- Part 4: Essential Blogging Tips and Skills Every Blogger Should Have
Also, here’s your fast track to learn the essence of business blogging (and make money blogging). Read books! Here are 5+1 blogging books that I personally recommend.
If you have been blogging for a while, you may want to review your blogging activities and discover which turn out to produce most result. Learn how I use Pareto principle in blogging to produce more result, get more time and less frustrations.
Return to Blog Tips for a Better Blog — Blog Building University.