Business Blogs

Business Blogs
A blog can either be a part of business specific website or a stand-alone Internet site that comprises a series of entries or ‘posts’ about topics of interest to the author. Blogs consist of content that is continually updated like a diary. They can incorporate words, photographs, videos, music and audio.

Apart from being cost effective Blogs are really valuable

The value of a blog as a marketing and promotion tool for businesses is the speed and ease with which a new blog post can be created, and the ability to engage with readers or customers and start online conversations.

Like any business activity, managing a blog requires regular planning, resourcing, monitoring and sometimes moderating.

By providing an interactive experience for its readers a blog gives them the opportunity to leave comments on your blog posts creating an online conversation, which can help your business to gain valuable feedback about their products and services. Blogs can be archived and then organised by categories and tagged key words, assisting your readers to locate posts that interest them.

More people are relying on blogs to help them decide to purchase

The 2016 Sensis social media report found that 60 per cent of all internet users read online reviews or blogs – with 40-49 year olds the most likely to do so. On average, people expect to read up to five reviews before making a purchase decision.

Australian social media blog Social Media News tracks monthly trends in numbers of Australian unique access visits (UAVs) to social media services. Figures for October 2016 show that blogging and blog reading continue to rise, including more than 14.6 million visits to YouTube.

Blogs enable you to reach more customers

If you choose to use a blog as a key element of your online marketing and promotion initiative it provides you with the opportunity to reach new customers, and to present a new business face to your existing customers.

Blogs help you develop a ‘personality’ for your brand

Because of the personal nature of blogging, and its ability to generate online conversations and interactions, it allows a business to develop and project a personality, or specific traits, such as being innovative, or focused on customer service.

Search engines love blogs

When you ensure that you back link your blogs onto specific landing pages on your website not only will you increase sales leads but you’ll find your SEO works to get you consistently higher in your page rankings.

Don’t forget to keep updating your content

To keep your readers interested ensure your content is new, interesting and relevant. Social media users have told researchers that they want discounts, giveaways, relevant invitations to events and product information from businesses.

At the same time, be careful not to write blog posts that do nothing more than promote your business products and services. Remember that the most effective blogs both inform and entertain. Always make sure that someone in your organisational team is responsible for maintaining your blog and moderating any comments.

Managing comments about your blog posts

Reviewing and approving every comment can be very time consuming, so consider a few options.

  • Ask people to register. While this helps eliminate SPAM you may deter useful, spontaneous comment
  • Consider using a ‘CAPTCHA’ tool which requires people to type in a code word to access your comments page

Managing comments about your blog posts

Larger businesses may prefer to develop a blog page within an existing website structure, which would extend existing in-house information technology capabilities. Smaller businesses, or businesses preferring to ‘test the water’, may find the wide range of blog platforms available more appropriate.