Blogging For Business: 8 Tips
 By Terry M. Blair

Blogs are becoming an integral part of the marketing mix for many small-business owners. Why?

Because a successful business blog can help you:

• Draw in new customers
• Build credibility by positioning yourself as an expert in your industry
• Develop loyalty with existing customers
• Cultivate trust with potential clients

But, just like other marketing efforts, blogs can go bad. And they can fail for a number of reasons. Here are eight ways you can make your blog work for your small business.

1. Be Committed
If you start a business blog, plan to keep it going and going and going.

Successful blogs attract loyal readers. Those readers expect to see new postings regularly. If you suddenly stop posting, or only post occasionally, blog readers will make negative assumptions about you and your small business.

Before you start your blog, determine how often you can regularly post. Three times a week? Once a week? Then stick with that schedule.

2. Be Concise
Your blog posts don’t have to be long to be effective and interesting. Short snippets work well if they provide value to readers.

3. Choose Topics Carefully
A blog shouldn’t be a blatant advertisement for your business. It should give readers tips, news about industry trends, timely ideas and other information. For example, a B&B owner could write about special events happening in the surrounding community. A Web designer could offer tips about search engine optimization.

For other ideas about blog topics, use these resources in your industry:

• New product announcements – A great source for blog tidbits. A travel agent, for instance, could blog about new luggage and gadgets that help travelers sail through security lines.
• Just-published books – Let blog readers know about new books on topics related to your business or industry.
• Industry surveys – Polls and survey trends make excellent blog fodder. Interior designers could post about trends in color or furnishings. Real estate agents can write about home sales and pricing trends.
• Special events – Local businesses can get good mileage from local events. For example, a home remodeling company could alert blog readers to local home shows. A landscaper could write about special plant sales or local garden club meetings.

4. Be Professional
Write your blog as if you are talking to a client or customer. Don’t pepper your postings with slang or industry jargon. Use correct grammar and check your spelling. Think of your blog as a way of presenting yourself to a potential client – and put on the polish.

5. Show Your Personality
While being professional, you also want to be personable. Choose blog topics that tap into your business passions and interests. Share stories or anecdotes that give blog readers a sense of who you are as a business owner.

6. Keep Some Secrets
Yes, you want your personality to shine through your blog posts. But, don’t share too much information. Religious beliefs, political views and family matters, for instance, shouldn’t be discussed on your business blog.

7. Use Decriptive Titles
Give each of your posts a descriptive title that will draws readers (and search engines) to your blog. Keep the titles to 10 words or less. Titles with the words “how to” are effective. Or try some of these (and fill in the blank with your own words):

• 5 Tips To Help You . . .
• 2 Ways To Save Money By . . .
• New Ideas For . . .
• Save Time By . . .
• 6 Secrets For . . .

8. Respond To Comments
Blogs are designed to be an online dialog between you and your readers. Your blog should provide a way for readers to ask questions and offer comments. You should moderate the comments to make sure they’re appropriate. You should also answer questions and respond to comments, even if it’s just to say “Thanks for reading my blog.”



(Posted June 2008)

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