Company blogs exist to promote the business and are targeted primarily at existing and potential customers and employees.
For small businesses owners who already have a company website, a blog is an easy and potentially valuable addition which provides a platform for the business to showcase its brand values, product and service offerings, and thought leadership. Another option for small business owners is to create a separate website for the blog.
The advantages of this approach are that it may be easier to manage as a stand-alone site (instead of having a single company website that tries to do too many things and is difficult to navigate), and a different aspect of the company’s brand identity can be presented to the world at large.
Some of the guidelines small business owners should follow in developing their blogs are:
• Adopting language and a tone that is appropriate to target audiences and is not offensive.
• Putting effort into generating content that is thoughtful and interesting, adding value to what is already available on other forums.
• Making the blogs interactive by allowing readers to submit comments and questions.
• Updating the blog regularly – this may require the small business owner to allocate a dedicated resource, or providing employees with different skills and viewpoints an opportunity to contribute.
• Ensuring the blog is user-friendly e.g. the ability to search or browse using different filters, having the option to sign up for newsletters and RSS feeds.
• Being able to drive traffic to the blog through links on other websites or web pages, search engine optimization, and word of mouth.
Small business owners should not feel compelled to create company blogs just for the sake of it. Depending on customer preferences and the type of industry the small business is in, company blogs may not be particularly useful despite being well-presented. As with other social media tools, small business owners should spend their money where they are likely to have the best return on their investment instead of over-extending themselves in the hopes that something will work.
Post By: Fadzai Munyaradzi