Blogging has become increasingly mainstream over the past few years. Individuals, companies, and political candidates alike are using this tool to promote their favorite cause or market a product/service.
It is one way to sift through the noise and speak directly to the consumer. Many products have gained popularity via blogs that flamed the fires to spread the word to other online users who then became customers. As with anything, there can be potential pitfalls to using blogs as a marketing tool.
Here are a few useful tips to consider if you decide to take up the role as blogger and start a blog about your company or product/service.
o Control. You relinquish control the minute you start blogging. At some point a user (customer) will comment and give their opinion about your product/service offering, and not all comments will be favorable. If you see a negative opinion crop up, immediately put out positive press. Do not be defensive—just state the facts. This can be done via your Web site, e-newsletter, catalog, or responding directly on the blog.
o Freshness. Keep your blog up-to-date. A direct method of communication, the blog is designed to enhance communication and be deemed valuable from the end-user (customer’s) point of view. Also, be sure that the communication is not a hard sell. Hard sells, typically, negate the impact sought and suppress reach.
o Interactive. Ensure that the communication is a two-way street. If you don’t want any feedback, then buy an ad and place it on television, radio, and so on. Blogs are made to be interactive, share ideas/thoughts and communicate something of value. That’s the whole point to blogging.
o Niche customers. Blogs can be a good tool to reach a niche (small) group of customers. Be aware that sometimes if the customers you are seeking are so small in number this method may prove to be the most effective method to sell your product or service.
o Liability. There is the potential to be held liable when blogging. Be very careful and seek expert help if you are unsure of the content you would like to broadcast. To limit business liability, it is better safe than sorry.
Always consider all options when choosing the best way to communicate your company’s message. Blogging has achieved great success when smartly executed. But that there are risks—this is not a “place it and forget it” kind of advertising.
Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer, and soon to be published author of “Elements of Buying: An Advertising Reference Guide for Business Owners”. Contact: lassere@bellsouth.net.
