Business Blogs are increasingly being seen by many businesses as a useful way of engaging with viewers. They can be an effective way of informing site visitors/customers, and of developing relationships. At it’s simplest, a blog can be used for the company’s PR, to post regular updates on what’s newsworthy within the company. Alternatively, it can be used to inform viewers, and show that the business is an industry leader, by regular posts on what’s happening in that particular sector.  A blog can illustrate that the business is an expert in the field by showing that it is up to date with innovations and conditions relating to the business.

But a business blog is not appropriate for every business. However, one new business I’ve seen lately where it is relevant is feelgoodscarves.ie.  This recently launched web site is an online shop, but one with a difference. The products are hats and scarves, and the target market are people who are experiencing hair loss, generally due to either alopecia or cancer therapy. The target audience is also female. This is a sensitive issue and potential customers would  benefit from a personal relationship – one which can offer perhaps some empathy, advice, information and sharing. To this end, the woman behind the site, Catherine O’Sullivan, has created her own blog. The blog is accessed from the shopping site, but is hosted on Blogger.

A blog such as this allows shows the personal face behind the business, and allows a relationship to be developed. The comments allow viewers give feedback, both on products and on their personal experiences, the sharing of which is relevant on this particular shopping site.

The other advantage of a business blog, for any business, is in terms of search engine rankings. A regularly, and relevantly, updated blog will be picked up by search engines and will score more highly in organic search results returned than a similar site without a blog.  Search engines like to have new, relevant, content to index. They love blogs!

Of course, the critical thing in making a business blog successful is to keep it current. Regular posting is essential. After that, relevance and good writing are required to keep an audience engaged.

For excellent resources about starting a Business Blog, visit Mark White’s Business Blog.

No related posts.