If you want a quick and easy way to increase your online presence and interact with your customers then a blog is definitely the medium for you.
However, with only 250 words or so, how can you best make your point, and your mark?
Identifying your target demographic will greatly affect the tone of voice you adopt within your blogs. For instance, consultancy businesses may wish to take an advice-led approach to display their expertise. Whatever your choice, make sure you have a voice that is an authentic representative of you; there is no point writing in a 'male' voice if your business is a home cosmetics service.
After defining your style, take a look at your substance. Blogs must contain certain key words to get noticed, but without becoming an obvious sales platform. They are a great opportunity to show off a wider knowledge to your customers, informing, helping and sparking debate. For example, if you run a catering business, you may wish to highlight seasonal ingredients, provide handy hints for the kitchen or ask if the environmental concern over food miles has had an effect on shopping habits.
Finally don't be afraid to express an opinion and start a debate; blogs are designed to be interactive. You should present a balanced argument though; it lends your blog credence and inspires thoughtful and considered responses. A recent study of 1,500 SMEs found that blogging increased website traffic by an average of 55%. What's more, the typical company that blogs has 97% more inbound links and a whopping 434% more indexed pages than the average company which does not blog. It's definitely worth your while!
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