As the Internet continues to lurch about like some sort of multidimensional top, changing faster than just about anyone can keep up with, new ideas for Internet marketing come and go rapidly. It's a medium full of potential, full of so many new gimmicks that it's tempting to give them all a try.
However, that shouldn't stop you from hanging on to things that work. For any marketing campaign to be successful, there has to be an element of consistency. Customers need reassurance that you aren't changing so fast that you'll forget about them. In the Internet era, the blog is one of these old standbys. Yes, I'm aware I'm referring to a phenomenon that's only been around for a decade as an “old standby.” That's the Internet for ya.
So, as we head into 2013, patting ourselves on the back for once again avoiding the end of the world, let's take a look at how business blogging will still be beneficial to you in the coming year.
Five Benefits of Blogging for Businesses in 2013
Preemptive market buildups: One of the best features of business blogging that folks are still only beginning to realize is its ability to generate a market. If you start talking about upcoming products ahead of time, you can start getting people talking about them amongst themselves. Even better, depending on your lead time, you may even be able to use those discussions to influence your design before it's committed to production.
Get your philosophies out there: Blogging for businesses is perfect outlet for you to talk about your ideas behind your products. Start thinking about your underlying philosophies, and being able to explain how you're working them into your product design. People want ideals right now. They want to believe people are working towards a greater ideal while still making a buck along the way. Don't hide your overall goals, make them part of the pitch.
Learn about your customers: The Internet is a two-way street. Fundamentally, the products that sell best are the ones that best fill a hole in your customers' lives, yes? Like I alluded to above, the ability of the Internet to teach you about the people you're selling to is nearly endless. Getting a conversation going on your business blog is a market research goldmine.
Create a hub for your social interactions: As you try new social media strategies (and, honestly, give it a shot, just tread carefully before diving in) you need something that ties it all together. Your business blog provides that common link. Your website is your main sales tool online, so you want your social media redirecting to it. Blogging for businesses is the link between the “we centered” realm of social media and the “you centered” realm of your sales copy. It bridges the two sides of the sales divide.
Make better products: Right now is not an era to be putting out mediocre products. Bad reviews spread at the speed of light. If there is an overarching goal to these things, it is simply this: The more exchange you have with your customers, and the better you understand their wants and needs, the better you'll be able to make your products fit their lives.
A lot of the old tropes of marketing seem to slide away in the face of the Internet. Trying to hide information and befuddle your customers, like a roadside car shop inventing problems to pad the bill, just doesn't work too well any more. Your customers have too many sources of information, and they react badly if they discover you're trying to trick them.
Blogging for businesses is a tool best used when it's used for its primary purpose: sharing of information and encouraging discussion. Remember that, and your 2013 blogging will be a success!
image 1: http://pastors.com/10-key-points-to-remember-in-2012/
image 2: http://wakeup-world.com/2012/03/15/positive-and-negative-feelings-are-your-internal-guidance-system-at-work/