Blogging For Business
 By Alex R. Merriman

Blogging may be one of the most popular fads on the World Wide Web today. In May 2007, blog search engine Technorati was tracking more than 71 million blogs. There’s no doubt that blogging is a red-hot phenomenon.

But what exactly is this craze with the silly name? And can it help your small business?

Blog is short for Web log. It refers to a Web site where entries are written in chronological order and then displayed in reverse chronological order.

The typical blog combines text, images, and links to other blogs or Web pages related to its topic. The ability for readers to leave comments in an interactive format is an important part of many blogs. As readers leave their input, the blog owner can weigh in with additional comments—and so on. Many blogs attract loyal readers.

Blogs provide commentary on a number of subjects such as food, politics or current events. Some function as personal online diaries or journals. And as blogs become more mainstream, they’re infiltrating the small-business world.

Blogs are a great way to build traffic to your Web site and connect with potential new customers.

They’re also useful in keeping your customers updated on what is going on with your business. You can alert readers to new products or services. Or you can write about upcoming sales and specials.

Blogs are also a perfect way to show off your professional expertise. If you’re a real estate agent, you can write about the local housing market. A hair stylist could report on the latest trends in hair care.

But, is it really worth it for you to jump on the blogging bandwagon? Evaluate these pros and cons before launching your own small-business blog.

Blog Pros

• Blogs cost little—if anything—to launch. In fact, you can set up your blog for free on many popular sites such as Blogger or Xanga. They provide a low-cost way to market your business on the Internet.

• Blogging sites are user friendly. Even a virtual computer novice can compose thoughts, link to other sites and publish the blog in just a few easy steps. No need to call in a Web designer to help you.

• Blogs give you a chance to position yourself as an expert in your field. You’re able to share your knowledge with a larger audience than just those in your own backyard.

• Through its interactive features, a blog gives you the opportunity to build powerful relationships and establish trust with your readers. And these readers can then turn into paying customers.

• A blog is another tool you can use to keep in contact with your customers and prospects. It gives you a quick way to gather feedback about your products and services.

Blog Cons

• Blogs are time consuming. They’re easy to start, yet hard to maintain. To be an effective tool, they must be updated frequently. You must dedicate yourself to adding new entries several times a week. And you must be diligent about responding to readers comments in a timely manner.

• A successful blog doesn’t happen overnight. It takes time, energy and patience for a blog to truly take off and build a consistent readership.

• A poorly-written blog can leave a bad impression with potential customers. If writing isn’t your strong suit, you may want to consider hiring a professional to do it for you.

• Blogs can make business problems very public. Customers can easily leave negative feedback about your product or service that is there for all to see.

(Posted July 2007)

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