04/ 02/ 2007
by Lena Basha
Boost your business on the Web with a low-cost, low-hassle blog
Larry Maiman was making his usual rounds at Mäni's Bakery Cafe, the Hollywood hot spot for healthy eating he's owned for the past 18 years, when he saw a photo opportunity he couldn't pass up. A baby was eating Mäni's famous guacamole straight from the bowl--and it was all over her face. After snapping some photos, he posted them with a few captions to Mäni's Bakery blog. No news is too insignificant for the blog--as long as it can relate back to the business.
"I was skeptical at first, worried that we'd be sharing too much information," says Maiman, who started the blog in 2005 at the urging of his marketing consultant. "But in retrospect I realize that the more customers know, the better. It's a great tool to help us educate our customers about healthy eating and bring them stories related to what we do. It has really added value to who we are."
At its most basic level, a blog is a user-run Web site that allows for quick, easy and frequent updates--no webmaster is needed--and lets your readers leave comments--kind of like having an online suggestion box.
"The cost is low, but the benefits are enormous," says small-business blogging expert Brian Brown. "Blogs let you educate your customers about your products and services, publicize new products and promotions and get feedback from your customers. They can also help boost your business' search-engine results, driving more traffic to your site and helping establish you as an industry leader."
Brown, who writes about small-business blogging at his Pajama Market blog, believes any small business can benefit from a blog, no matter what industry it's in.
"If you have customers, then you should be blogging," he says. "Whether it answers your customers' questions or just reinforces to them why they do business with you, blogging is an extension of fulfilling your customers' needs."
And it doesn't take lots of time in front of the computer every day to make an impact. At Mäni's Bakery, employees are encouraged to write their own posts. They also keep a digital camera at the office charged and ready to go whenever a photo opportunity arises.
"I don't think small-business owners realize how easy blogging can be or what a valuable business tool it is," Maiman says. "It drives new business, enables us to get customer feedback and allows us to involve our staff in a way that really brings them into the business. And I think that's just the start of what we could do with it."
Find more technology tips in NFIB's Guide to eCommerce. Download your exclusive members-only copy.
Blogging Basics
Whether you're already blogging or just ready to start, consider these guidelines for the best results:
- Post frequently (at least twice a week).
- Allow (and encourage) your employees to post.
- Write compelling, relevant headlines.
- Use pictures.
- Avoid sounding too sales-like.
- Stay on topic.
- Use links in your posts (but don't overdo it).
- Have a clear, uncluttered design, including navigation.
- Link to your products/services page.
- Allow comments.
NFIB.com
Want more tips from NFIB on starting a blog for your business? Visit "Brand and Image" in the "Sales and Marketing" section of www.NFIB.com/toolsandtips.
