Musings on

Leadership

By January 15, 2008

Are You Blogging to Boost Your Business?

If you have a business, a blog (short for web log) is a marketing tool that can further position you as the expert in your industry. Your prospects and clients want information about your products and services. They are hungry for it! And a blog gives you the opportunity to share your expertise with people across the globe.

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Once they are set up, blogs are easy to update. The typical blog entry is short and informal, making it easy for you to write – and easy for your customers to read. Because blogs are filled with a bunch of little blurbs, your readers are more likely to visit on a regular basis to read your latest commentaries. They also feature a search function, which your readers can use to find blog entries on a specific topic.

But like every form of marketing, a blog requires you to lead it in a strategic direction. Before you start your blog, make a decision about the blog’s theme and “voice.” Once you determine your goals, stick to the topic. You can weave your personality and stories into the blog, but always keep these relevant to your target audience. Make your blog a tool that provides helpful advice, tips, and musings to your readers. A blog that is really a sales pitch or advertisement will NOT garner a wide audience.

When you are writing a blog, don’t be bland. The key is to be yourself and to reflect the core personality of your company. If there are things that make you mad or get you excited, your blog can be a place to post these things. If you don’t keep your blog on topic, lively, and engaging, your readers will quickly get bored. Write in your blog regularly – Kinesis recommends at least once a week or more.

To drive traffic to your blog, list it in blog directories such as Technorati. You should also incorporate keywords in your entries to help people find you via search engines (Kinesis can help you with your SEO). For example, an insurance company in San Francisco should incorporate the terms “San Francisco insurance” into their posts with a link back to their website. In this way people can easily get more information. Be sure to set up an About page with your contact information so people can get in touch.

KINESIS TIP: So, ready to start blogging? This week, sit down and decide on your Blog theme, who in your company will write it, and how you will schedule regular blog updates.

When you are ready, contact Kinesis to design your blog. We will create a customized blog design and set up your blog programming. Then, begin blogging and watch your new business opportunities come in!!!

Give us a call at 541-482-3600 for a free initial consultation. And of course, you can always visit our Kinesis website for more designs.

ABOUT Wendy Maynard

Wendy Maynard is the co-founder and former Strategic Director of Kinesis, an award-winning marketing firm and business consultancy. She has over two decades of experience as a marketing strategist, business consultant, and executive coach.

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