Taking on a corporate blog: Be careful.

As most in business and marketing are aware, the Web site is the first place someone visits to learn more about you and your company.  Then, they want to know how you think and your approach to business.  What’s on your mind? How do you see yourself fitting into today’s business landscape? How are you adapting?

How do you successfully earn credibility and take that extra step toward engaging a customer? Today, being a portal for information and education is critical in terms of positioning yourself as a “thought leader.”   You might think, however, “What if we’re selling a unique product but need the broad support of industry? Won’t taking a stand on one side or the other hurt our image or push one market segment away?”

(courtesy: Businessweek)

Early on, businesses were uncertain about the value of the blog. Today, an increasing number are carefully employing them in their business strategies.

Take a stand in support of education. You don’t need to sell your product on your blog.  That’s your Web site’s job.  For example, a blog can be used to identify and explain the latest developments in an emerging technology and what it is designed to do, not to rate the innovation. The same can be said for reporting the latest governmental rules and regulations, new developments in the industry space, new technology being used abroad, and so on.

Report the news.  Don’t make editorial statements. Illustrate that your company knows the industry and all its parts. Overtime, visitors will see that your company knows what it’s doing and is knowledgeable – knowledgeable enough to know that its solution fills a gap.  But your visitors will decide that for themselves as you encourage them to visit your web site.  You have empowered them with information to make personal and business decisions that, overtime, just may lead them to your door.


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