Church of the Customer Blog: Small businesses and blogging

Church of the Customer Blog: Small businesses and blogging

For any organization, a blog is part of a long-term customer evangelism strategy. Since blogs are easy to set up and pay for (some are free), launching a blog should be at the top of your to-do list.

Why?

Among dozens of reasons, here are seven:

1. They fan the flames of customer evangelism. Their personal nature helps humanize you and your organization.

2. They function as an instant-feedback mechanism. Most blogs allow readers to respond to your posts or link to them on their own blogs. These features provide almost real-time feedback on ideas and issues that strike a chord, or highlight new or existing problems. A blog can help reveal a little problem before it becomes a big one.

3. They compel you to Napsterize more of your knowledge more often. A blog is about sharing what you know, think and believe; search engines index your ongoing knowledge-sharing, making it easier for customers and prospects to find you. Attraction is always easier than hunting.

4. They facilitate the spread of buzz. Honest, informative or thought-provoking posts about issues important to customers and prospects tend to be spread more often.

5. They allow you to have more simultaneous conversations. It's more than you could ever do in person.

6. Most blog service providers offer good-looking templates to use if your existing website design is embarrassing or non-existent.

7. They help position you as a knowledgeable expert in your industry.

Once you start blogging, here are five blogging don'ts:

1. Do not have someone else write your blog. Write it yourself.

2. Blogs should not be managed by the PR department or ad agency. Blogs are best when they’re authentic, which may include run-on sentences, detailed analysis or critical opinions. Typically, those qualities run counter to the sensibilities of traditional public relations.

3. Do not have a thin skin. Comments to your posts may bite or sting, especially while other people watch. But a strong benefit of blogs: unwarranted criticism often causes other customers often to spring to your defense. Trust-based relationships emanate from taking the bad with the good.

4. Do not let your blog go unattended for weeks at a time. Focus on several posts per week, even if they’re just a few paragraphs.

5. Do not make your blog a branding exercise of self- centeredness. If you endlessly promote yourself and your services, no one will care.