It isn’t a secret that Social Media is here to stay. Skeptics may say some forms of networking are fads, but the truth is, people are craving for an outlet to voice their opinions and observations, and connect with their favorite brands. It seems almost archaic for companies to resist Social Media trends. While delving into multiple networks like Twitter, Facebook, Linkedin, and the like, may seem overwhelming to smaller companies, there is an easier way to develop an on-line voice; through a blog. A company blog can break the communication barrier often formed between your company and its customers. People want to connect, interact and engage their favorite brands. A blog creates a forum so your company’s publics can be in-the-know and have an opportunity to react to what you have to say. It will be beneficial to your online reputation for you to join the conversation.
To Increase Brand Visibility
Blogs exclusively about companies and products are what produce low-trust ratings by Internet readers. The best corporate blogs speak to relevant issues, often clarifying untrue rumors, addressing industry trends or competitors’ actions, and creating an authority in their particular niche. By doing this your company will be enhancing its brand visibility and credibility on the web. A great blog can position your company and key employees as thought leaders within the industry, which puts you in a position of greater power on the web. Companies that are successfully blogging are giving their own unique spin to a traditional blog model. At the risk of sounding cliché, thinking outside-of-the-box positions your company or brand as fresh, on trend, and believable.
To Drive Traffic to Your Home Page
Unlike a static Web site, blogs are constantly updated and become more searchable. Keywords in headlines will allow your blog to be found, and have traffic driven to your company’s home page. Within the blog there are endless opportunities to link. Linking to industry articles, internal press releases, new client bios etc, creates an interaction with your company or brand and unknowingly forces the reader to keep exploring. Integrating your blog with other Social Media is optimal. Every update to the blog can easily be broadcasted on all other networks and viewed by friends from each. This connection can take a subject viral and engage current and potential customers with your product or service.
To Inform Your Customers
Think of an internal blog as a business strategy, part of the bigger Public Relations plan. Blogging is the single best way of generating sustained and quality buzz for your company. Nowadays, Social Media efforts should be integrated with traditional media to achieve a company’s goal. However, it is important to note that a blog should not be written by the PR department as there should be no hidden agendas lying within. Blogs should get down to the nitty-gritty and truly tell your company’s story on a daily to weekly basis. A fictional-sounding blog won’t be worth reading by your customers and be a waste of your time to write.
To Generate a Voice Online
Blogs shouldn’t be a hassle– they should be viewed as an outlet, something fun to do every week to take away from the daily grind. Some blogs have very stream-of-consciousness-like qualities. While it is not recommended to write something quite that informal for a company blog, the same idea applies. There should be a conversational feel portraying honest and open content. Blogging takes you off your corporate high-horse and brings you down to the level of your customers. Establishing your blog within the same tone as your company and still seem human is hard, but achievable. If done well, humanizing a more formal company can make it seem approachable, even likeable. There are endless opportunities within the blogosphere. In order to give your company more exposure, it is important to understand how critical developing a Social Media voice is, as people are moving towards a society with more connection and interaction. If your company is interested in starting a blog, there are a few easy options using WordPress, Blogspot, or similar platforms. Also, Leverage Marketing’s Social Media department is ready to help your company start its internal blog, inevitably connecting your company to customers and potentially growing your business.