This article was published in the Chamber of Northeast Cincinnati's "Navigator" magazine for members of the chamber.
By Don Wallace, Computer Support of Warren County
Blogs, or “web logs”, have captured a lot of attention in the last couple of years. A blog is a web site that contains a public “daily diary” of the author’s personal view on subjects. Famous people and everyday people have their own blogs and, in some cases, large and devoted followings. It seems like “everyone” in the media, and every second or third private person you run into, has their own blog.
So, what is important about blogging for the small business person? Should you develop your own blog?
Blogs, first and foremost, are a highly personal form of outreach. “Marcom” (marketing communications) have traditionally been regimented and highly controlled in the business world because corporations are very sensitive to the public image that they develop. A blog is by nature a series of personal essays and runs counter to the usually careful practice of “marcom”. Many blogging packages allow the general public to attach their own commentary to blog articles, adding a further degree of uncontrollability to the picture (how many newspapers let you say that a columnist is “full of hooey” and make it stick?!)
If you are a business owner who is comfortable with writing and able to write on an ongoing basis, then you should strongly consider blogging as a flexible and low-cost format for publicity and image-building. Instead of calling it a “blog”, think of it as an online newsletter to your clients, prospects and the general public.
A blog can build tremendous respect among prospects and fellow business owners by allowing you to state your professional opinions candidly and in an “intimate” context. The sort of personalized material that you can post to a blog just doesn’t work as well in a formal brochure or business letter context. You can project your business’s philosophy and values effectively and convincingly. And you can write and post articles as they occur to you, not just when you have the time and budget to produce a new brochure. A blog has that “psst – did you consider THIS?” ambience that lets your readers feel that they are “in” on something interesting and unique.
I suggest that you start blogging in a low-key way. Write a set of articles – 4 or 5 – and set up a small blog of your own on your personal web site space (most internet providers give you an allotment of web site space for personal use). Ask friends and colleagues to read it and comment frankly. If your articles are well-received, consider registering a domain (dot com name) and publish your own blog to support and enhance your business.
Don Wallace is owner of Computer Support of Warren County. He is a veteran IT consultant and software developer with over 25 years in the business. Contact Don with any questions at 513-932-2236, contact@cedarcitysols.com, or www.cedarcitysols.com.