Shoestring Marketing: Blogs newest Web-based marketing strategy

|tab|

Alf Nucifora is an Atlanta-based marketing consultant.|ret||ret||tab|

|ret||ret||tab|

Do you blog? According to Entrepreneur Magazine, blogs are one of the hottest and coolest Web-based communication strategies. Current estimates place the number of blogs at 4 million plus and growing every day. |ret||ret||tab|

|ret||ret||tab|

What's a blog? |ret||ret||tab|

Blog, short for weblog, is an Internet-based tool for delivering immediate and useful information. Blogs are a variation of a standard Web site complete with URL and can be identified by search engines. In their most basic form, they're online journals that are powered by user-friendly, self-publishing software tools. There is no need for a webmaster or a course in "HTML for Dummies." Even nongeeks can quickly learn to blog. |ret||ret||tab|

Authors can edit, update and maintain content without ever knowing an HTML code. This ease in adding content lends itself to more frequent commentary than Web sites. And because many basic blog software programs are still free (www.blogger.com), blogging becomes a low-risk entry for businesses that want to get in on the action. |ret||ret||tab|

A major difference between a Web site and a blog is that a Web site is basically a static communication vehicle, while a blog is dynamic in nature, constantly changing and evolving. Although more sophisticated blogs appear to be similar in style and content to rich Web sites (incorporating archives, "About Us" pages, "Contact Us" pages, photos, links to Web sites), most blogs follow a particular format or footprint. Information is in reverse chronological order and postings are dated and often time-stamped, reinforcing the immediacy of the content. |ret||ret||tab|

Users can easily continue where they left off from past visits and, since the freshest content is always at the top of the page, there's no scanning to determine the latest information. The most popular blogs are updated frequently, some several times daily, with posts ranging in length from a sentence or two to several paragraphs. |ret||ret||tab|

Blog writing style is often edgy and opinioned, yet smart. The best bloggers are authentic and candid. |ret||ret||tab|

|ret||ret||tab|

Business blogging|ret||ret||tab|

For much of the business community, the verdict is still out if blogs can support marketing and financial goals. While blogging is in vogue right now, there is still some question as to its ability to build stronger brands, increase customer interaction and add to the bottom line.|ret||ret||tab|

The value of blogs for the business community lies in their refreshing cut-to-the chase ability to create the type of association that the Internet has promised, developing one-to-one relationships with customers and prospects. When visitors read your business advice and learn more about your products and services, they become emotionally involved with your brand. Customers want to do business with the providers they know. Blogs offer the ability to facilitate a meaningful relationship and to encourage a dialogue with customers.|ret||ret||tab|

Companies are using blogs for customer relationship development, public and media relations, and brand development. Macromedia, a pioneer in business-to-business blogs, uses the technology to update customers on product development (http://radio.weblogs.com/0106884). Consulting or services sector blogs can reinforce the company's leadership position. |ret||ret||tab|

In addition, many blogs are two-way communication vehicles providing "trackbacks" the ability to respond to a post. Visitors not only get to know your brand, but you get to know your customers as well.|ret||ret||tab|

Paid advertising on blogs is still in its infancy, but a few are beginning to attract ad dollars (http://sbblog.com/sbbloghome). And what's next on the blog horizon? How about audio blogs (http://www.bizstone.com).|ret||ret||tab|

According to Toby Bloomberg, principal of Bloomberg Marketing, a Web marketing consultancy, companies both large and small are now getting into the blog space. The list includes Microsoft, Nokia, Sega, ESPN, Home Depot, Dr. Pepper, Mattel, The WB, as well as businesses that cover the gamut including travel agencies, restaurants, construction firms, Realtors, consultants, retailers and advertising agencies.|ret||ret||tab|

[[In-content Ad]]