| If you have a business, a blog (short for web log) is | | | | 3) Industry Blog: There are a number of companies |
| a marketing tool that can further position you as the | | | | that specialize in a very narrow area of their industry. |
| expert in your industry. Your prospects and clients | | | | For example, many manufacturers are highly |
| want information about your products and services. | | | | specialized in what their company produces. These |
| They are hungry for it! And a blog gives you the | | | | companies often sell to other businesses. In this case, |
| opportunity to share your expertise with people | | | | it is often helpful to blog about new products lines, |
| across the globe. | | | | materials, trade shows, equipment innovations, |
| Once they are set up, blogs are easy to update. The | | | | industry news, and shipping news. Examples of |
| typical blog entry is short and informal, making it easy | | | | industries that would benefit from these blogs include |
| for you to write - and easy for your customers to | | | | fabrication, machining, printing, engineering, insurance, |
| read. Because blogs are filled with a bunch of little | | | | and stamping. |
| blurbs, your readers are more likely to visit on a | | | | 4) Specialty Blog: Many businesses, associations, and |
| regular basis to read your latest commentaries. They | | | | hobbyists enjoy this type of blog. It focuses on a |
| also feature a search function, which your readers | | | | specific subject. Examples include golf, sailing, stamp |
| can use to find blog entries on a specific topic. | | | | collecting, dog breeds, wedding planning, weight loss, |
| But like every form of marketing, a blog requires you | | | | and so on. The Specialty Blog can be written by one |
| to lead it in a strategic direction. Before you start | | | | or multiple contributors. It is a wonderful way to build |
| your blog, make a decision about the blog's theme | | | | an online community and encourage comments |
| and "voice." Once you determine your goals, stick to | | | | because the readers share a common interest. |
| the topic. You can weave your personality and | | | | 5) Feature Blog: I primarily see this type of blog being |
| stories into the blog, but always keep these relevant | | | | used by people who are in a creative type of |
| to your target audience. Make your blog a tool that | | | | business. It incorporates lots of pictures of recent |
| provides helpful advice, tips, and musings to your | | | | projects and how-to entries. Sometimes there are |
| readers. A blog that is really a sales pitch or | | | | video posts or audio recordings. It often has links to |
| advertisement will NOT garner a wide audience. | | | | an online store where a visitor can purchase the |
| Here are some examples of the types of business | | | | project or sign up for an event. A Feature Blog is |
| blogs and the various types companies that might | | | | very useful for artists, designers. musicians, |
| benefit from them: | | | | performers, illustrators, quilters, and writers. Another |
| 1) Consultant Blog: This type of blog is widely used | | | | type of business that could benefit is one that |
| by a variety of service-based companies including | | | | produces custom products such as a furniture maker |
| marketers, interior designers, event planners, financial | | | | or a bike builder. |
| advisors, and so on. In fact, this is the type of blog | | | | When you are writing a blog, don't be bland. The key |
| that I write. The Consultant Blog primarily features a | | | | is to be yourself and to reflect the core personality |
| single person writing about their advice and | | | | of your company. If there are things that make you |
| observations. It is a way of highlighting your | | | | mad or get you excited, your blog can be a place to |
| expertise in an area and building an active readership | | | | post these things. If you don't keep your blog on |
| who trust your opinion to guide them. | | | | topic, lively, and engaging, your readers will quickly |
| 2) Tourist Blog: Every Bed and Breakfast can benefit | | | | get bored. Write in your blog regularly - I recommend |
| from this type of blog. It features the local area with | | | | at least once a week or more. |
| pictures of surrounding vistas and updates about | | | | To drive traffic to your blog, list it in blog directories |
| upcoming events. It can feature links to local weather | | | | such as Technorati. You should also incorporate |
| and favorite places to visit. The Tourist Blog can help | | | | keywords in your entries to help people find you via |
| sway people to use your business services over that | | | | search engines. For example, an insurance company in |
| of a competitor, as well as keep in touch with them | | | | San Francisco should incorporate the terms "San |
| until they visit your city again. It can also save your | | | | Francisco insurance" into their posts with a link back |
| business time by providing people the answers to | | | | to their website. In this way people can easily get |
| frequent questions. Other businesses that benefit | | | | more information. Be sure to set up an About page |
| from this style include rafting companies, ski areas, | | | | with your contact information so people can get in |
| fishing guides, festivals, and so on. | | | | touch. |