Basic Blogging

A Web log, aka a blog, acts as a conduit of information between your current and potential clients. Like a conversation, it is a big and forth exchange that allows you to share information and updates, involve your network with your business and a way to gather information. Blogging is a great market tool because it directs traffic to your Web site so potential clients can learn more about you. It isn’t hard and doesn’t have to take a great deal of time.

IF you already have a Web site, your webmaster or hosting company can probably add a blog feature for you. This article cannot address various software packages for blogging because there are too many, but whomever is managing your site should be able to easily add this for you. If you do not have a Web site or they cannot do this for you, you can use a free blogging site (we recommend Blogger, WordPress or TypePad) and add a link from your Web site to your blog. These free companies vary on how much customization they offer so go with a simple blog template when choosing.

You should add a blog post no less than once per week and as often as daily. Posts can range from 200-600 words and should be written on a variety of topics based on your industry and customers’ needs. Continually ask yourself “what might my customer want or need to know about my business and this industry”? If you own a dry cleaning business, sharing tips on fabric care, stain treatment and tailoring or alterations could be topic categories. If you own a restaurant, new menu items, wine recommendations and reviews and social events would be helpful. Whatever you do, be patient. It will take some time for your blog to gather steam and a following.

Linking to other sites within your blog posts is important. As a mechanic, you might link to major automotive sites. As a computer repair person, perhaps office supplies or computer manufacturers. This is important because every time someone does a search of an automotive company or computer company you have mentioned and linked to, the odds increase that your post will come up in the search. This increases traffic to your Web site and exposes more people to what you do.

When you are blogging, remember to encourage comments from your readers. Using open-ended questions at the end of a blog post increases the likelihood readers will comment in your discussion area. The more engaging your site, the more often people will return and the more likely they are to link to your site which will increase your traffic.

When you add a “blogroll” to your site, you improve your online relationships and goodwill. A blogroll is a list of links to other blogs that are appropriate to your readers and which you recommend. Doing so provides an additional service to your customers and builds rapport with other leaders in your industry.

Add images and videos. A graphically pleasing blog draws more repeat readers. You can get free or low cost (generally around $1.00 or less) images at several sites. Search “free and low-cost images” to find some of these vendors. Once you download your image you can store it off your hard drive at a site like Flickr or Photobucket and use the URL to add the image. Videos can be found online and will generally have an “embed” feature that gives you HTML code to allow you easily embed the video in your site. Use these judiciously. An article about raising capital lends itself to an image of money. An article about productivity might feature a video of your favorite motivational speaker.

You may be frustrated by this article because you feel you cannot write or you do not have the time. Don’t worry! There are plenty of affordable, professional writers available. Posts will run between $5-$15 each, or less, and you can purchase in a monthly package to drive down costs even further. Most “probloggers” can handle everything including adding images, tags and categories for you as well as review your comments. Go to freelancing sites like GetaFreelancer or Elance to shop for a writer. Prepare to communicate with them quite a bit in the beginning until they understand your “voice” (how you, personally, would present the information).

A blog can drive traffic to your site, help you build relationships with customers and industry leaders, establish you as an expert in your field and provide a real service to your clients. It is easy and can be fun to do without taking a substantial amount of time. Blogging is a “must-have” in your marketing toolbox!