Blogging is one of the must-do networking tools for small businesses wanting to promote offers, communicate with customers and establish a unique personality. But how do you get started?
A blog is an online diary which allows the writer to post their thoughts for a public audience. Although you may think of blogging as the preserve of techies, journalists and social commentators, many small businesses are using them to promote their commercial potential.
Starting a small-business blog can be as simple as registering with a provider and typing your first message. Options are either TypePad, which will host your new business blog on their server for around £40 a year; or WordPress, which is free, but will require you to download software onto the server that already hosts your website.
A web designer may be necessary, however, if you want to make your small-business blog part of your website. Giving your website and your new blog the same look and feel appears professional; and if your blog address is part of your website address (ie www.yourwebaddress.co.uk/blog), search engines are more likely to find it.
You can also use a small-business blog as a website in itself. This offers a low-cost approach to developing an online presence.
Ask yourself who your target audience is and what you want to achieve. Don’t try to be everything to everyone or you will fail. The people who visit your new business blog will be focused on what you want to talk about, and if it is quality content they will recommend you to others.
It is essential to keep the blog up to date, as this will keep people coming back regularly, as well as making potential readers aware of your presence. Search engines are very important for attracting new business, and blogs are search engine magnets.
When writing your entries, avoid marketing and sales messages. Blogs give you the chance to talk subjectively, as you would offline. Your readers will get to know you and the business.
Think about what is happening in your sector and what is affecting business in general. What trends are emerging? What challenges are you facing as a result of, for example, new legislation? How are small businesses affected by economic highs and lows? Can you take inspiration from news stories that your readers might have read elsewhere?
Whatever you write on your new business blog, be prepared for responses, some of which might be awkward to deal with. If people disagree with you, take the chance to learn from them and answer criticism.
Copyright © BHP Information Solutions Ltd 20112
Published: January 2012 To the best of our knowledge the information is correct at the time of publishing. Whilst every care has been taken to ensure that the information provided is accurate, the Institute of Directors cannot accept liability for any errors or omissions. The Institute of Directors is not responsible for the content of any external internet sites listed. All information included on the iod.com site is intended for information purposes only. We make no representations or warranties as to the accuracy of the information contained on the iod.com site, and you should take appropriate steps to verify it. Please see the full Terms and Conditions governing its use.
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