I think through various posts on performancing we have explored a number of blog monetization options in some detail. What I would now like to look at is the enhancement of traditional business models through the introduction of blogs. It's an area that well established corporates are starting to explore, some with startling results. But what I find particularly interesting is the opportunity for emerging small and medium size companies to grow cost effectively into overseas markets, through blogging.
The advent of the internet, ecommerce and static webpages certainly made the world a smaller place to do business in. But blogging in my opinion, now offers a better dynamic from which to discuss your companies intentions and ambitions in real time. How can blogs do this?
1. They can provide customers with a mouthpiece to discuss your products or services.
2. Can be a great way of disseminating company information.
3. A useful sounding board for ideas and innovations, allowing customers to comment on what's right and what's wrong.
4. Building an online community which can be a great environment to launch new products.
The problem is producing a blog that is interesting and in context. Blogging about how wonderful your company is in every post may make you feel good but it's not going to win you much favour with existing or potential customers. So here are some of my views on making your business blog interesting.
1. Offer unique information about your business or products.
2. Don't do the hard sell.
3. This one is a cardinal sin - Don't try and deceive readers. For instance a recent product specific blog that shall remain nameless tried to claim that content was written by a particular person. It transpired that in fact the person in question never existed! Said company ended up with egg on it's face.
4. Don't be scared to allow comments. Yes be vigilant of libelous or abusive accusations, but constructive criticism should be a must for every company and can be extremely cathartic for disaffected customers.
5. Providing insights into your industry can be a great way of attracting fresh interest in your company. Check out English Cut's take on the world of London's Saville Row tayloring community.
6. Offer tips and advice on how to get the best out of your product or services
The point here is that blogs don't have to be an entity by themselves. They can in fact be a cost effective marketing tool for established, conventional businesses.
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