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From Blah Blah Blah to Blog Blog Blog: Making the Case for Business Blogging |
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Written by Cristina Del Bueno and Jennifer Yeager
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Are you wondering what a blog is? Most importantly, are you wondering how a blog can help your business grow?
Are you wondering what a blog is? Most importantly, are you wondering how a blog can help your business grow?
Blogs are defined by an online dictionary as “a Web site on which an individual or group of users produces an ongoing narrative”. Blogs are a powerful tool to build your company’s brand on the net and provide value to your clients in a “non-salesy” way.
First, a word of warning. Blogs are like anything else - websites, e-mail campaigns, traditional collateral material. If they aren't done well, loved, cared for, and promoted, they'll fall short of expectations. Blogs that contain specific, well-written and concise materials, married with good, functional design, are successful.
So, what can a blog do for your business?
1. Frequently updated blogs, as part of your website, increase search engine rankings substantially. That might not be a good thing if you have a substandard website, but designers can fix that. Clients like fresh content, and if they know your blog has information specifically for them, they'll visit regularly, especially if you use an RSS Feed. You’ll be a primary resource for your clients. Ideal, right?
2. Instead of blah, blah, blah-ing to your clients about how great or smart your business is, a blog can help you prove it. The more targeted the blog, the better the results. If your business sells widgets to construction companies, demonstrate your passionate grasp on your clients' industry by writing about it and offering free tips, links to articles or news, and case studies.
3. Blogs have personality. Let them shine. Your clients want to know you are human and understand what matters to them. Let your personality come through. Regularly share things you find exciting or interesting, and tell your clients why. You can even get your clients involved by interviewing successful clients or those you’ve positively affected. People love to read stories. Blogs are an excellent vehicle for story-telling.
Blogs are an inexpensive and creative way to build your brand. Because we have been diligent and consistent with our personal and business blogs, we've received great exposure, including invitations to write printed articles or contributing editor opportunities. This means that we walk the walk - and we have seen, first-hand, the benefits of business blogging. So go ahead - get your blog on!
Cristina Del Bueno and Jennifer Yeager are co-owners of Right Angle Consulting, LLC, a marketing consulting firm focused on service-driven businesses.
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