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If you own a business and want a good laugh, walk to your marketing department and ask about the size of the customer database. Then ask if they would like a way to influence a few thousand more people. After the jaws drop and you get the point, just tell them that you intent to start a blogging for business purposes.
Blogs are incredible tools of social networking because they are robust and views are initiated by the reader. (If you think that your e-mail newsletter is being read the ten percent of the time it actually slips past the SPAM filter, keep reading.) Readers are so interested in the company or product that they are willing to learn about it by reading the business blog.
But what should be available for readers’ prying eyes? That depends heavily on your targeted market segment. This is a good time to think about Red Bull, a brand-name maker of energy drinks. They are obviously targeting the younger crowd, so they created a corporate Facebook page. (Facebook is a friend-connection website which displays information similar to a blog.) Because Red Bull has created a culture of trendy energy-drink consumption, they attract people who are interested in the company. These people befriend Red Bull on Facebook and receive information that is disseminated by the corporation. Currently, Red Bull has over one million friends on Facebook.
So, if your company produces laptops targeted for the college crowd, a blog or similar social networking tool is a good option to chase. Users interested in purchasing their first laptop will be interested in price, functionality and value. But a blog cannot simply be a marketing pitch – blogs traditionally are less structured (and in most cases, less phony). A good blog for first-time buyers will differentiate your product from the competition and make it appear to be a good choice.
However, an interesting aspect of business blogging in the recurring visitor. This is a person who has purchased your product(s) and is so infatuated with them that he frequents your blog. This visitor is less interested in the same old products than he is in innovation he expects your company to produce. He wants the latest news and research press releases.
There is a user that is not often mentioned in write-ups of blog viewers. This is the (potential) investor. Sure, he can get a lot of information from corporate SEC publishing’s, but many intelligent investors are interested in corporate culture as well as performance. Many adhere to the idea that culture defines business, and companies with strong gains and weak culture are not likely to keep those gains for long. For this reason, all blog posts should reflect company strength, innovation, employee appreciation and financial strength. Remember, the blog is as public a statement as strolling up and down Wall Street shouting your corporate callsign and doomsday prophecies.
As a final note, update your blog and update it often. The modern consumer is fickle and attention-deficit. Without a good footing in a consistent drone of information being pressed into your blog, he will likely find more interest in a small bug and pursue that path of enlightenment.
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