Why blogs are a good idea for business
October 23, 2008
Marketing 430: Posting One Two Three Four Five Six
A blog is an online diary of pages that reflect thoughts and opinions of their creators. They are posted on the web to allow comments from readers who either share or oppose these opinions. They are increasing in popularity and it was estimated that in 2005, a new weblog was created every 2.2 seconds (Sifry, D, 2005).
Businesses can use blogs as a new way to promote their products and services that is different from their standardized marketing messages. According to Catherine Seda (2007), businesses blogging is a way to stop persuading customers, and to start engaging with them. Allowing comments on a blog will be a way for customers to provide their direct thoughts.
Businesses may want to write about issues relating to the products that they sell, compared to telling the customers to BUY NOW. The products are services are marketed but in a subtle way.
An example of a business in Nanaimo that is doing this comes from the Mahle House Restaurant. The owner posts a monthly wine columnon the company website explaining about wines that he has tasted all around the world. These blogs are about personal travelling stories but they are related to what the business is selling. Hopefully when the readers of this blog come to the restaurant they will try a bottle of the wine that he brought back from that trip.
Another example that was discussed by Caroline Seda (2007) is when realtors create posting about their personal opinions about what will happen with the real estate market. Considering the uncerntailey of the market today, this may be information that customers are waiting and wanting to hear!
Small companies seem to be blogging more than large corporations for a number of reasons. Owners of these small companies can build brand image, get exposure to their company cheaply, and can interact directly with potential or existing customers. (Newall, 2006) “Blogs humanize a corporation” (Newall, 2006). Blogs help to make the company feel more approachable, and creates a personal voice. (Alexander, 2007).
The most important tip that I have found by doing research on this topic, is to keep the information in the blog useful! (Alexander, 2007) Businesses should include information on the blog that people would want to share with others. The more people that visit and use the information on this blog, the more the company will be marketed.
Alaxander, P (2007) Should You Start a Business Blog? Why you should consider a small-busines blog– and how you can start one. 28, February. [Internet] Available from: http://www.entrepreneur.com/technology/techtrendscolumnistpeteralexander/article175236.html Accessed: October 23, 2008.
Newell, C. (2006) CEO Blogging: Are the Advantages Worth the Efoort and Potential Risk? Evaluating Business Blogging Exposure for Larger Businesses. 20, September. [Internet] Available from: http://blogsite.com/public/blog/142265 Accessed: October 23, 2008.
Seda, Catherine (2007) Blogging for Business. In: How to Win Sales & Influence Spiders. Boosting Your Business & Buzz on the Web. USA, New Riders; Pearson Education, pp.39-56.
Sifry, D. (2005) State of The Blogosphere, Part 1: Growth of Blogs. [Internet] Available from: http://www.sifry.com/alerts/archives/000298.html Accessed: October 22, 2008.
