Blogs now clog the World Wide Web. According to Wikipedia, "In May 2007, blog search engine Technorati was tracking more than 71 million blogs." Chances are your neighbor blogs, your coworker blogs and even your dog probably blogs.
So why should you consider starting a blog for your small business or local non-profit organization?
Because targeted tightly and written well, a blog can provide a strategic and effective way for you to dialogue with your customers (call it a "dia-blog"), while building awareness of and interest in your product or services.
Here's the other reason for starting your local blog: While it can be a complex endeavor to keep your Web site stocked with fresh content, there are a variety of easy-to-use blog publishing tools available, many at a low or no cost.
If you already have a Web site, your regularly updated blog can give your Web visitors a reason to keep coming back. And if you've been too busy to get on the Web, a blog provides an easy, low-cost entry to the Internet for your business.
Here are three keys to success for your local blog:
- Choose a narrow topic. Don't blog about anything and everything. If you own a fine-dining restaurant, you may choose to publish a "chef's blog," allowing your customers an exclusive peek into your secret kitchen. Or your wine steward may blog about new and intriguing additions to your list or your latest wine pairings.
- Blog about something your customers care about. Your high school academy may publish a blog with regular tips on preparing parents to work with their students on making the best college decision or providing practical tips to help them apply for financial aid and scholarships.
- Update your content regularly. While no one expects you to blog every day -- hey you have a business to run, after all -- you should plan to update your blog two to three times each week. You may even want to let your audience know when to expect fresh content, for example, "This blog is updated every Tuesday and Thursday." Even twice-weekly updates can take time and attention. You may want to enlist someone in your organization to help you keep your blog content fresh, or work with a service like mine.
So don't think about starting a blog to reach the wide world of the Web. Instead, blog local to reach your best customers and more like them.
Stay tuned for more information about developing your friendly neighborhood blog, including how to make sure people read what you blog. In the meantime, contact me if I can help you get your blog launched or assist you with any other communication projects.
