I'm often asked by clients and prospects whether or not their business
should blog. While there is no universal answer, there are guidelines to
consider. In general, blogs make more sense for business-to-consumer
companies. But whether or not you are a B2C company, you should evaluate
a number of factors including your brand equity, your target audience,
and your internal resources to reach a decision regarding your blogging
commitment.
If your company is associated with a well-known consumer brand, you
might be surprised to learn you are probably already the subject of a
blog or certainly mentioned in blog postings for various reasons.
Searching the blogosphere for mentions of your brand is your first step
in evaluating the corporate blog imperative. If consumers are posting
comments about your brand, products, or customer service, you need to
join the conversation. Ideally, you would launch a brand or product blog
to give customers a sounding board. Remember, it is not your job to set
customers straight with a corporate blog. Rather, it is your job to
listen and learn!
Take a cue from your target audience. Consumers often depend upon
word-of-mouth referrals from friends in their selection of products and
service. If your target customers are likely to share their experiences
with your product, a business blog can provide a credible platform for
communication. How well does your company field customer service
complaints? If you are unsure, a disgruntled blogger who considers your
company unresponsive might tarnish your brand online. Consider also, if
your prospects are likely to seek information about your products from a
Search Engine. By maintaining active blog content, you will actually
increase your page rank with Search Engines. For an example of a blog
that maximizes brand and the consumer experience visit Weber Nation.
Ultimately, the decision to launch a business blog depends upon your
ability to commit internal resources. Technology is a low-barrier to
entry in this instance. While you can install software and host your own
blog, you can also easily use a low-cost hosted service with no
technology commitment. You will need a staff member dedicated to the
task of blogging on a regular basis, daily postings are preferred. As
such, you need someone who is capable in representing your brand and
products in a glib manner. The same person must be a good listener with
the ability to engage both your brand champions and your brand
detractors. Finally, your company blogger must have the ear of
management to share consumer-generated comments, complaints, or issues
with executives as required.
Before you begin the business blog evaluation task, eStrategyOne
recommends you seek help from an experienced business blogging
consultant. For more information on business blogging, download the free
"eStrategyOne Business Blogging Primer," and read "10 Steps to
Marketing with Business Weblogs," available from the eStrategyOne
website or weblog.
Rich Ottum is General Manager of eStrategyOne Online Marketing
Solutions, and author of the award-winning business blog, "The
eStrategyOne Buzz." eStrategyOne conceives and executes online marketing
solutions to increase website performance and profitability. Services
include E-Business and E-commerce Strategy, Business Blog Consulting,
Online Advertising and Promotion, Website Analysis and Optimization.
Weblog: [http://estrategyone.blogs.com]
0 comments:
Post a Comment