Switchfast Blog: The Future of IT
Small Business Blogging: Benefits and Drawbacks
Monday, February 22, 2010 by Bryan Anderson
Facebook isn't the only arena where information spreads like
wildfire. The blogosphere is a great platform to establish personal
and professional lines of connections that can wield powerful
amounts of knowledge and insight, as well as provide experience and
perspective. From a business standpoint, what kind of mind-set
helps attract an audience to your blog? More importantly, what
doesn't sit well with potential readers?
Small businesses are in a unique position - they provide service
to a smaller scale of consumers who trust the product or services.
On a micro scale, these businesses, more than larger companies,
observe a more personal connection with potential and current
clients while conducting business. This is important because
blogging (a word derived from "web logging") should be about
relative, informative content - not a regurgitating twitter account
used to post breaking news.
Here are a few keys to consider when establishing a blog for
your small business:
Write for your audience - not a global
one. Many businesses mistake a blog as an open
marketing tool but if your content is topic-specific and
product-related then it will attract an audience that has more
opportunities to connect with potential leads.
Use a consistent voice, one that differs from your
marketing. If a consumer was interested in your
product, they would visit your Product page instead of the blog.
This consistency in defining unique content can assure a stable,
trustworthy audience while keeping positive connections among a
social setting where referrals can and will arise.
Even professional content can carry a personal
tone. Small businesses, more than any other companies,
rely on positive customer interaction and service. These relations
can be built on professional connections or personal preference.
Either way, each client appreciates a personal relationship
specific to their needs.
Establishing a successful, consistent blog can boost online
brand image and inform an already established clientele.
However, small businesses may have a hard time due to certain
circumstances:
Blogging requires a chunk of time, effort, and
research. This piece of time may be more valuable to
the company elsewhere, as immediate ROI for a blog is relatively
immeasurable at the beginning of the process. A blog should be
viewed as a long term project and should be budgeted
accordingly.
Consumers discover and interpret content
differently. The topic-specific content needs to be
monitored accordingly, especially if there is a critical undertone
present. It is smart to leave the controversial statements to the
tabloids.
Blogs are only a part of the social media
experience. If successful, a blog will produce a fan
base or readership that will undoubtedly look to connect with your
company in other arenas - are you prepared to take on the busy
realm that is social media?
Certainly, blogging is not for all. The internet contains a
graveyard full of untouched blogs that certainly started with high
hopes of unique content and participant interaction. Although a
relatively new venture, small businesses should at least weigh the
benefits and consider having a specific employee share professional
or personal experience. This is an opportunity to share and inform
others in the field of small business management.
Until next time -
Matthew Hymel
Switchfast Technologies
Chicago IT Support &
Consulting
Rochester
IT Support & Consulting
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