Do I Need a Blog?

Blogs (short for Web Log) started as a type of social media, basically a diary-on-line.  As the format became popular, software was written to make posting to a blog quick and easy. A blog is just a specially formatted web site that allows content to be quickly added, and using the RSS feed, to be disseminated automatically to subscribers.  You might be surprised by how many web sites use the blog format.  For example, this web site is a blog.

So what’s the business application?  Well, if your organization has regular news to get out to your prospects and customers, the Blog is a nice way to do that.  If you regularly have new products, or if you do lots of shows or seminars, you can get the word out fast via a blog.

The key to making it work is to get your customers to visit or subscribe to your blog.  If you want them to read it, it better be good, and it better be interesting.  You can mix up the commercial content with technical articles, or tricks and tips.  You might add news that is not company specific, for example you might remind customers about an association meeting, like your local ISA chapter meeting.

You don’t have to create all the content yourself.  Maybe you can get a guest writer to do a post.  You could get posts from your suppliers, or a specialist from a local college or university.  When you attend a meeting or conference, if there is a guest speaker that you like, ask them if they will write a post.  The more useful the content on your blog, the more likely your customers and prospects will visit or subscribe to it.

So how does all this help your business?  First, it keeps your name in front of your customers on a regular basis.  It elevates your company from the role of sales organization to the role of technical advisor.  And is it a very cost effective way to send out new product or other marketing related information.

Best of all, a blog doesn’t cost a whole lot.