Should a Small Business Use a Blog?

Your small business can benefit tremendously by developing a blog to link up with your small business web site. A blog (short for “web log”) is an online diary that gives you the opportunity to discuss your thoughts and feelings, bring up inside industry information, and link to other sources of relevant info. If your small business customers rely on steady streams of information to do business, your blog can prove an essential and decisive factor in winning brand loyalty.

How should you go about developing your small business blog? If you are running a small business financial center, for instance, and your customers need to be filled in throughout the day as to the comings and goings of key financial advisers and executives, you can post your insider information online to get people’s attention.

If, on the other hand, you traffic in fashion or the arts, you may want to keep a blog just to amuse your clients or to introduce general ideas about how to move your industry forward or how to correct problems within your small business milieu.

Your small business blog can be attached to your main web site, but don’t let your web diary get in the way of the core mission of your site. If you are looking to move widgets, be sure to feature your shopping cart front and center. Your blog can be a nice add on, but don’t make it the center of your online universe, particularly if you risk confusing your customers.

If you don’t feel confident in your writing skills, subcontract your blog work out to third parties. However, it’s important to retain editorial control over your content, so as not to alienate brand loyal small business customers.

How often do you need to update your blog? The answer again depends on the nature of your business. If you are in the financial sector, you may need to update every few hours. If you are in the widget selling business, on the other hand, you can wait days or even weeks between entries. How you evolve your blog is ultimately a matter of personal expression, but this fact shouldn’t preclude you from testing and reshaping your blog based on the observations and conversion rates associated with customer impressions.

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