We work with a wide variety of entrepreneurs who are looking to grow their business on the Web. Because of this, blogs are a regular part of our Internet marketing arsenal. I like blogs because of their immediacy, interactivity, search engine friendliness, and how they can help establish entrepreneurs as the experts they are.
Because these small business owners cover a range of businesses, the strategies for each blog differs. One thing I recommend to all business bloggers is to remember and focus on the purpose of their blog. That brings us back to your blog's audience.
There are two types of readers at your blog: the subscribers and the searchers.
The subscribers are your regular readers, whether through an email subscription, an RSS feed, or just old-fashion tenacity, theyread almost every post you put up. Besides getting the benefit of your knowledge they probably also enjoy your writing style and what you have to say.
The searchers are people who have found a specific post through a search engine. They had a question, and Google or Yahoo has pointed them to one of your posts. They might become a subscriber, they may move on (having quenched their thirst for knowledge), or they may click over to your Web site to engage you in a conversation.
So which reader is better for you? Well, that depends on what you're selling. If you aren't especially a great writer I would probably focus more on the searchers. Write well-constructed, keyword-rich content that helps prospects and engages visitors. The blog doesn't need to be infused constantly with your own personality. Your product may not need that level of intimacy.
Photographers, artists, and other creative types may need to develop subscribers who will become repeat customers. Service professionals may try and attract both types of readers, mixing keyword-rich content with more personal posts.
The important thing to remember is that there are two types of readers at a blog and you need to determine which is best for your business…and go after them.
Rich Brooks
Small Business Blogger
