Many businesses choose to create a blog that keeps track of current news or events; others allow authors from within the company to maintain a blog as a ‗journal‘ and update visitors on what they think about current events or simply providing commentary. Other blogs are set up to highlight a product launch or specific advertising campaign. While creativity can help to generate fresh traffic, you will need to set the tone and overall goal of your blog before you even begin publishing. Blogs offer a conversational style and tone in their delivery, and the type of presentation you adopt will largely depend on your business and who you are trying to reach. You may position yourself as an expert in the industry, and start to share content with insights, articles, or recommendations. Your business may hire a professional blogger or writer to update the public on current events or news, and this can be an extension of your website that contains press releases.
Understanding the potential and flexibility of a blog can help you carve out exactly what your business may need. There are a few significant benefits of blogging for your business including:
- A low-cost solution to communicating with your customers in ‗real-time‘ without having to reorganize or redesign your current website
- An inexpensive way to launch a new brand campaign or product
- A simple way to update your subscribers and readers with news
- The ability to join feed networks and distribute your content, information, and articles to a larger target market
- The ability to share your individual expertise or knowledge with thousands of people
- An easy way to start publishing immediately, with limited software required.
- Making your blog stand out amongst the 9 million + blogs on the internet today will take some time, and gaining a good search engine presence is critical to your blog‘s success. In addition to the significant benefits of blogging, even the most basic blog can be a tool for marketing, promotion, advertising, and public relations.
Blogs allow businesses to reach out to customers directly with news and contests, and the ‗real-time‘ insight can be the very reason why customers stay in touch. A blog can help your business:
- Answer frequently asked questions
- Launch contests
- Start a promotion or offer promotional coupons online
- Share new information on product releases
- Start a photo showcase
- Send out newsbytes or commentary
- Provide feedback on customer suggestions
- Share media files, audio, and video content
A blog may also be a valuable resource of employees. It may be set up on a company intranet or server to share a newsletter, set up weekly posts on a particular topic, or provide employees with resources and tools they need as part of the company. Blogs are an informal and easy-to-navigate platform on the web, and any department may even construct one on their own. With the onset of embedded videos, pod casts, and audio files, visiting a blog can be a complete multimedia experience.
Blogs can help you create a strong community and build traffic; the cost of generating traffic from search engine marketing and traditional direct mail can lead to thousands of dollars in marketing expenses. A business blog can help you build a community of strong readers and in turn, make your blog and domain much more credible. In turn, search engine placement becomes easier and helps you capture market share simply based on your ranking. This is possibly the biggest benefit of blogging, helping you grow your customer base and capturing the attention of interested prospects in an innovative way. Many blog readers subscribe to feeds and newsletters on their own your business can eliminate at least some of the cost of trying to solicit customers, the old-fashioned way.