Businesses Should Not Use Blogs to Generate Revenue

Many businesses are still trying to “get” the whole web craze as they must squeeze out more income from additional areas of the market, and it is only natural that they would try to jump onto the whole blogging ’sphere’. The main problem with this is that they are trying to generate more income from doing this, rather than focusing on what their business might stand for, what their customers prefer.

Now, blogging can be such a diverse area that some people have trouble visualizing all the different aspects, the pros and cons of blogging in different styles, formats, and ultimately, their blog remains a mess until everything can be worked out and solved by their visitors – who may appear to know more about the company than those who work there.

The Problem with Business Blogs

When businesses begin thinking about social media and networking with other people through the Internet, it can be difficult to directly target their customers, even more so for smaller companies. It is difficult to examine who their customers are, especially considering the large number of people online, who might never have heard of the company or aren’t really interested.

The owners of the company may put the task of blogging to someone new or someone who has some experience blogging. In a sense, most do not “blog.” Instead, they promote the company for what it is and any products that might be put onto the market.

Now, whenever I read a blog of a corporation, I don’t necessarily want to read the same, brief article that can be published by any other blog, introducing a new product or saying the headlines that the company has produced. I want to read something that intrigues me about the company, something that persuades me to like the company, something that makes me feel as a “member” of the company. This is what makes the difference, not the links back to their product pages or obviously “forced” messages telling their customers that they have completed a project.

How to Solve This Problem

I don’t claim to be an expert at corporate or business branding or the best approaches to marketing through a blog, but I do know what makes the cut in terms of blogging on a larger scale.

1. No matter the size of the company, someone who writes on their blog(s) must be personal. People are individuals that might commit thousands of dollars to the company over their lifetime and relationship with the company, and this matters to the company. Being as personal as possible, without being invasive, the company will be able to create the feeling of having a closer relationship with their customers, not just a distant one.
2. Larger updates and product releases with the company should remain separate from the blog. There was really no need to have a blog ten years ago, but now it is extremely important. Keep the information already circulating through the web and in other forms of media away from the blog as much as possible, such as the media information page.
3. Use real names and signatures of employees. This adds to the personal touch that you give the blog, and this is important, as it bridges the gap between communication and person-to-person talking. Your customers (and readers) will be able to address you through email and comments with your real name, not just “person who works at this company.”

Final Thoughts

The best way for a company to enter the blogging “market” is to make sure that there is a clear point and purpose to creating a separate blog from their main website. Will the blog cater to sharing “insider” secrets to the company, offering discounts, or providing messages direct from the president or CEO of the company? If not, there probably isn’t much purpose to the blog other than directing advertisements to the customers who might not want to deal with additional messages that they probably already receive through “spam” emails and other promotions.

On the other hand, corporate and business blogs can add value to the company, offering a chance for readers (customers) to feel as though they are a part of the company, rather than just another sales figure that has added to their bottom line.