The term blog comes from the word iweblog. Blogs have been around for approximately 6 years in their current form – as a digital journal maintained by one or more authors. The blogosphere is the portion of the Internet where the websites are blogs. Anyone who blogs (writes blog entries) is referred to as a blogger.
Part of the charm of a blog is that the writing voice is very personal, one-on-one. This is much more palatable to readers, making it easier for them to trust the writer. Research shows that the most popular blogs also have a photo of the writer, even if the blog ultimately exists for promoting the services or products of a business. This also builds trust, and would seem out of place on a regular website, unless it was a regular column – and thus similar to a blog anyway.
Another advantage that a blog has over a regular website is that Search Engines currently love indexing them, since the content is typically updated very regularly. In fact, successful bloggers say that you must write and post blog entries at least daily, if not multiple times daily, if you want your blog to rank high in the Search Engines and blog directories for relevant keywords.
An ongoing experiment of mine shows that my blogs get indexed by the Search Engines more frequently than my regular websites. If you have both a website and a blog, you can then use the relative popularity of your blog to advertise your website, thus drawing traffic.
Another use for a blog is to develop Google PR (Page Rank) for your main site. If you write and post quality content to your blog frequently, you will eventually draw links from other arwebsites and blogs. This in turn helps increase your blog’s PR – a relative measure of popularity – which helps your visibility in the Google SERPs (Search Engine Results Pages). Similarly, if your blog links back to your main site, the site’s PR will eventually increase as well.
On the issue of using a blog to promote your business, you have to tread carefully. Your blog has to offer informative content without hard-selling your products and services. (But there is one blog, Woot.com, which exists solely to sell a new product every day.)
If you do publish a “business” blog, offer tips relevant to your business and its industry. Build trusting relationships. For example, if you selling antique furniture to consumers, offer useful do-it-yourself tips on refinishing, hints on how to save money by bargaining, materials to use for fix-it projects, and so on. Show the reader that you are interested in their well-being and finances, not just your bottom-line sales.
On the other hand, if your business caters to wholesale furniture buyers for chain or department stores, your blog content will have to be different. Such buyers are not interested in the same information as the average antique buyer. Target your blog content appropriately.
You can also add advertising to your site, which should be relevant to your blogging topics. Many of the ad networks provide “contextual” ads by scanning your blog (or website) and checking for keywords. The delivered ads will be thus be relevant.
While some people view ads as an annoyance, there are others who are searching for information. They may find your website via a Search Engine, but they may still be looking for additional information, or even product-specific information. The intent of contextual advertising is to provide links to sites with such information. And you get rewarded for (legitimate) clicks on ad links.
The truth is, there are millions of blogs out there, and blogging services report that number is growing rapidly on a daily basis. Carve out a niche relevant to your business. Exercise the leverage that Search Engines give to blogs. Post surveys and comment boxes so that readers can interact with you. In other words, build a relationship with readers. It takes time and effort to develop regular traffic to your blog, and quality content and frequency is the key.
(c) Copyright: 2005-present, Raj Kumar Dash, Chameleon Integration Systems
Raj Kumar Dash is a writer, author, and Internet consultant. Visit his hubsite at http://www.chameleonintegration.com/ to find the full introduction to blogging. (A free ebook on blogging is in the works.) Newbie bloggers can also visit Raj’s BlogSpinner blog at http://blogspinner.countwordula.com/ for a “how-to guide to blogging”.
Building a business blog is a great online marketing tool for finding new customers and networking online. Once you have set up your own blog, either on your own domain name and website or off site like http://www.blogger.com, it’s time to start posting effective blog entries that draw visitors.