Posted: 2/7/2012
By: Mark Nolan
Article from Amsterdam
For many entrepreneurs, setting up a small business blog is a de-facto part of establishing an online presence for their company. Indeed, the Social Media Examiner's (SME) 2011 Social Media Marketing Industry Report revealed that more than two-thirds (68 percent) of surveyed small enterprises include blogs in their online business advertising arsenals.
However, according to Entrepreneur magazine, blogs may not be right for every small business - in fact, if used incorrectly, they can actually have a negative effect on a company's image.
Few things are more of a turn-off for potential customers than visiting a company's blog only to find that it hasn't been updated in weeks, or even months. This gives off the impression that the enterprise isn't great at follow-through - one of the last attributes a consumer is looking for when considering doing business with a company.
Sloppy, dashed-off blog entries that are peppered with mistakes also reflect badly. If you're going to be posting original content, make sure it's filled with good-quality, accurate information that's presented professionally and with the right tone.
"Successful blogging businesses have an online writing style that's consistent and makes visitors feel comfortable," the news source notes. "If you can establish a company-wide writing style, more than one person can post."
If nobody at your enterprise can dedicate two to three hours a week to maintain the company blog, consider outsourcing. According to the SME study, 10 percent of small business owners rely on outside writers to maintain their blogs. Bringing in a professional writer significantly reduces the margin for error and ensures the publication will remain comprehensive and up to date. Professionals are also better equipped to continuously find fresh content that's relevant to your industry without being repetitive. Remember, a successful blog should be more than just promoting your products - rather, it should offer insight into industry news and solicit input from readers while simultaneously generating exposure for your brand.
It's also important to note that even the best company blog can't stand alone, as it's unlikely to drive traffic to your site by itself. Without social media accounts to further business promotions, your blog is likely to fall flat, wasting the time of everyone involved.
A total of 90 percent of small business owners surveyed by the SME said social media is important to their company, with 88 percent reporting that social media outreach helps them get increased exposure. In addition, nearly three-quarters (72 percent) said they had seen increased traffic and subscription rates as a result of implementing social media efforts.
Almost all (92 percent) of respondents said their business had a Facebook presence, followed by 84 percent reporting that they had a Twitter account. LinkedIn was the next most popular social media tool, ahead of YouTube and similar video sites.
BtoB Online notes that embarking on a social media business promotion campaign can seem daunting to entrepreneurs, considering that unlike their larger counterparts, they don't have the funding and infrastructure to hire dedicated social marketing managers.
However, social media marketing doesn't have to be a huge time commitment in order to get results. Respondents to the SME study found that spending as little as six hours per week on the task garnered increased traffic to their sites. The number of leads generated dipped sharply for those that dedicated less than six hours a week to the effort, however, indicating that entrepreneurs do need to be willing to put in at least that amount of time in order to get results.
Article from Amsterdam