Top tips for must-read blogging

Posted 30 June 2008 at 4:18PM by Derek Hemphill in newsletter

One advantage to being an SME rather than a large company is that you can talk to both your suppliers and customers in a much more intimate and engaging way. Better still, technology now allows us to communicate on a minute-by-minute basis (should we wish). But that also means there's a lot of content out there, threatening to overloaded your customers. How do you stand out? Here are our golden rules of engaging your readers and converting their interest into sales.

1. Keep it real

Your company's size is an advantage not a hindrance. You can react and adapt more quickly than the big boys because the head honcho - the person who had the business idea in the first place (ie you) - experiences the challenges, developments and successes first hand. So don't exaggerate your capabilities or achievements. There's really no need.

2. Pay it attention

Seth Godin, author of many business bibles including Small is the New Big and Survival is Not Enough, is one of the most widely read bloggers in the world. He says: 'Blogs matter. If you want to grow, you'll need to touch the information-hungry, idea-sharing people who read (and write) them.' He does it by following the simple maxim - you're interesting because you're interested. Share your ideas and thoughts and your discoveries and like minds will come to you. Set your template well and hone your style and you can make 10 minutes work a day reap major rewards. Better still, if you actually enjoy it (ie don't think of it as work) you'll probably win more minds.

3. Keep it relevant

Never forget that this is your business blog. Yes, you should make it personal and lively, but think about where you want to draw the line before you start. Do you really want to share pictures of your office party with your customers and competitors? This your public face. Remember too, that your readers will either be in business or buying mode when they read your blog. You may have a burning urge to tell the world about the great film/book/tv programme you've just consumed, but if it doesn't tie into your brand and your business, put it on a home blog not here.

4. Never finish

Your blog should be an ongoing commitment. It will tell the tale of your business as it grows and succeeds, and it will build relationships along the way. It represents the most immediate way you can communicate with people who are important to your business. You wouldn't ignore a phone call asking for your services, so don't ignore your chance to garner interest in your business via your blog.

Those are some overriding principles to blogging, but what about the detail? Well it really depends on what you want to achieve and what you have the resources and time to do. Have a snoop around on Tradespace and you'll find lots of like minds trying their hand at this new form of marketing.

One company using their blog well on Tradespace are Stratford-based Escape Worldwide, who add real colour to their offering by describing their travel experiences. Their entries combine the key ingredients to good business blogging: good writing, an interesting story and useful information. Who wouldn't want to read that?

More advice on blogging