Benefits of blogging for business

There are a wide range of benefits for businesses that use blogs for promotion and marketing. A blog is an additional tool that is not only capable of reaching new customers, but can also build a dynamic community which exchanges information, solutions, reviews and opinions about a business and its products, services and reputation.

Reaching new customers

Using a blog as a key element of an online marketing and promotion initiative gives you a chance to reach new customers, and to present a new business face to your existing customers.

The interconnected nature of social media, where a single customer can share an experience with their own network, presents opportunities to reach many more people. Also, the dynamic nature of a blog, which is always being refreshed and updated, helps achieve higher internet search result rankings, which in turn attracts new customers.

Developing brand or 'personality'

The personal nature of blogging, and the ability to generate online conversations and interactions, allows a business to develop and project a personality, or specific traits, such as being innovative, or focused on customer service.

Such characteristics, however, need to be defined and managed through clear planning to ensure consistency over time.

Gathering feedback, reviews and testimonials

Blogs and reader comments are a key source of information for your business and for other readers and customers.

Reader comments, and particularly customer comments, provide detailed and immediate feedback on your business activities, products and services.

Positive feedback gives confidence to other potential customers, while negative feedback gives you the chance to respond to concerns, defend your product/services or improve your business processes.

Responding to and managing complaints

Be prepared for complaints and negative comments, and don't react negatively to genuine feedback. The way in which you respond to criticism, especially in conversation initiated by your blog, will have a significant impact on the way you are perceived by your followers and online community.

Complaints and negative feedback may present invaluable opportunities to improve service and products in a manner which wins new supporters and customer loyalty.

Also consider...

• Find out how to create a digital strategy for your business.