Blogging (blog comes from the term Web log which is similar to an online diary) is a marketing tool many businesses foolishly do not use. When a blog is done well it creates a conversation between you and your client community, driving traffic to your site as the result of search engine results. You can share news about your business, information and resources and ask for input from readers. Blogging is easy and not necessarily time-consuming.
Assuming your business has a Web site, your Web hosting company or webmaster can add a blog on fairly easy. Because there are so many hosting sites and Web software, we can’t do step-by-step instructions for each of them. If, by chance, you do not have a Web site yet or you cannot add a blog to it, there are blog sites online that offer free blogging with a lot of easy-to-use features. Try Typepad, Blogger or Wordpress. Just being with a basic template and follow some of our suggestions on what to add.
Plan on posting to you blog no less than one time per week, but you can post daily or more if you want. Most blog posts are a few paragraphs, 200-600 words total. Blogging establishes you as an expert so write about what you know. If you are a hair salon owner, write about beauty trends. If you are an accountant, write about all things money: making it, saving it, investing it. But be consistent. Over time you will build a following if you keep putting out content that answers the question “what do my customers want to know?”
It is important to link to other Web sites within your blog posts. If you are a hair stylist and you mention a particular hair product and link back to their site, or you are an accountant who links to a particular magazine site when someone does a search on those businesses, the odds increase your site will be in the results! Be patient and you will develop a following because you are meeting your customers’ needs by providing content they can use.
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.
Do add a “blogroll” to your site. A blog roll is a list of other blogs you read. Reward others, even within your industry, who you enjoy reading. This builds relationships and goodwill, which may pay off later on. If you use a particular vendor that you are happy with, link to their site in your blog roll. You can also start a We Recommend list for others you respect and who have served you well.
There are many ways to add images and video to your blog at little or no cost. Using graphics makes your blog more appealing and dynamic. Do an online search for free-images and you will be taken to various sites that offer a huge variety of images. You can also do searches for video, most of which will give you the easy-to-use HTML code to copy and paste into your blog. Use images and videos that make sense to the post and drive the message home.
Some of you simply lack confidence in your writing or you don’t have the time. Don’t fret over this. You can easily find your choice of professional writers to blog for you. Posts range from $5-15 each or less, especially if you purchase via a monthly package. Your “problogger” can not only handle the actually writing, but will usually be able to add images, video and field comments for you. Just be patient as your writer learns your “voice” and how you would deliver information.
Blogging is a must if you are trying to get your name “out there”. It can help get you noticed by improving traffic, helps you build relationships with others in your field and customers and also establishes you as an expert. Additionally, you provide a legitimate service to your readers. Blogging, which can be fun and easy, is an additional marketing tool you can add to your toolbox.


