Blog On! The Business of Blogging Part 1

When it comes to blogs, the first question we usually get is "What is a blog?". And once our clients get the gist of this powerful form of communication, the next question typically goes along the lines of "Why blog?"

Well, there are plenty of very good reasons. So we've designed this two-part cook's tour of blogging to not only cover the "Why blog?" question, but to also move in to "how to blog" territory.

You may have wondered why blog culture is taking over the world. Well, it's not really, but it sometimes feels that way. Blogs are no longer just for the gossip columnists, the social satirists, the travelers and the trainspotters. Businesses have caught on and are using them as yet another weapon in the marketing arsenal.

A blog is a unique way for you to communicate with your customers because it allows you to be more newsy and personal, which adds gravitas and personality to your brand, as well as helps you build rapport with your customers.

Like any good communication strategy, if your blog is a successful conversation between you and your customers, then your customers will feel included. They will feel a sense of ownership over your product because they've had input into it. You've asked for their opinion. You've shown that you care, and they will care in return. That kind of reciprocity results in increased brand awareness and sales, and that's why blogs are good for business.

If you're already thinking that blogs are a great option for informally gathering valuable market research without causing death-by-survey, then you'd be right. Blogging is a marketing strategy that can transform into other kinds of promotion for you. Viral marketing and the "holy grail" of marketing - positive word-of-mouth - will result when customers who love your product or service write on other blogs about it.

The internet is a big place, and getting found is difficult. But a blog can help your customer find you because it provides the kind of informal information that they're looking for when first researching a product or service.

A blog can also help you to be found because when done correctly it can increase website visibility in a Google search because it shows search engines that you have more, current and dynamic content on your website.

Large companies often have dedicated staff for maintaining their blog, and many businesses are starting to encourage their staff to blog about their business and what it's like to work there. Microsoft's staff are highly encouraged to blog. One such blogger, Office Rocker! gets 200,000 hits a month, and his is not even the most popular!

Next month we'll cover part two of Blog On! where we'll look at how to Get Started (in a few basic steps) and the Do's and Don'ts of blogging. If this is all new to you, start by having a look at the blogs in your industry. Look at your competitors' blogs and at the blogs of journalists who commentate on your industry. Then you can hear what the experts and commentators are saying, and what Joe Public (your customer) is saying back.

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