innovators
People Who Make a Difference
“You have to keep the blog WHy you
going a minimum of, say, sHould
three times a month. Blog today
Business blogs that — Debbie Weil
There are many benefits to
get results
starting a business blog, says
look inside the company); and Free of specialty coffees, with nine retail Debbie Weil, corporate blogging
Money Finance (a personal finance stores in Wisconsin, uses its blog at and social media consultant.
blog). All were designed to draw www.stonecreekcoffee.com Here are three reasons small
businesses can benefit from this
Blogging your way to more Business is easier— visitors to the Moose Tracks website to market events, showcase new
decidedly low-cost effort.
(www.moosetracks.com) and products and discuss coffee-
and more Beneficial—than you might think increase awareness of the company’s related topics. The blog—warm
products. “We’re effectively creating and welcoming, much like a coffee Better searcH
our own media outlet where we shop—has yielded high search
can advertise our products for free,” rankings when people use search
results
“Blogs are more search-engine
Nardini says. terms such as “wholesale coffee.” It has friendly than static websites, so
There’s an appeal to an ice Apparently, the plan is working. also generated news coverage. the first—and most important—
cream with a name like Moose “We estimate that the sales of our Find the right writer. “Sometimes, reason for a small-business owner
Tracks. Particularly an ice cream products were up 7 to 10 percent last it’s surprising who pops up as the to start a company blog is to get
named Moose Tracks that gets year in a category that’s mostly been right person to do the blog because found on Google®,” Weil says.
rave reviews. But sometimes, down 2 to 4 percent,” Nardini says. it may not be the CEO,” says Debbie
a catchy name and a delicious Here’s how the Denali Flavors blog Weil, corporate blogging and social
product just aren’t enough. approach could work for you, too: media consultant and author of The customer
“Moose Tracks is popular with Pick the right topic. Not all four Corporate Blogging Book (Penguin interaction
consumers who have tasted it,” Denali Flavors blogs survived, but Free Portfolio). “You need to have some Weil sees business blogs as free
says John Nardini, executive vice Money Finance (freemoneyfinance. passion, some affinity for doing it.” market research for companies
president of Denali Flavors, a com), with its quick and practical If one person can’t handle the task, that create them. “By hearing
from your prospects or your
small Michigan-based company tips on growing net worth, delivered consider a small group of employees.
customers, you learn what they
that creates and licenses 2 million impressions to the Moose Blog consistently. The more you
really want.”
premium ice cream flavors such Tracks website in 2007. And the post, the more traffic you’ll likely get.
as Moose Tracks for regional and company is revamping the Denali “You have to keep the blog going a
store brands. “Yet, there’s a large Flavors blog in time for the 2008 minimum of, say, three times a month. media exposure
percentage of the population ice cream season. More is better,” Weil says. “Blogging can help small-
that’s never even heard of the “The key difference between us Keep tabs. For Denali Flavors, business owners with limited
product.” That’s why in 2005, MIC: Please omit iMac
and most other business blogs is that increased website traffic indicates budgets generate media
logo from monitor
Denali Flavors decided it was time our major blog, Free Money Finance, success. Just don’t expect it overnight. exposure,” Weil says. “Most small
businesses don’t have a PR firm,
to start blogging. is not about our company, the ice “You have to be committed to it for a
but if you become an expert on a
The company created four cream industry or business in general,” while,” Nardini says.
topic and a reporter is looking for
blogs—Moosetopia (a photo Nardini says. “But it does cover a Weil says there are other ways to a quote, you’ll get phone calls.”
blog “written by” the Moose very popular topic many people are gauge success. “If you have a small
To get started, check out the
Tracks moose); Team Moose interested in. That provides significant group of dedicated readers who leave
www.whatsnextblog.com
Tracks (detailing the fund-raising exposure for Moose Tracks ice cream.” comments, your blog is working. If
website. You’ll find not only tips
efforts of the company’s cycling Focusing on a topic related to you get one phone call from local on how to start blogging but also
team); Denali Flavors (offering a your industry works, too. Stone Creek media and get featured in a story, examples of bad blogs to avoid.
Coffee, a coffee roaster and retailer your blog is working.”