Although there’s more attention focused today on social networks than on company blogs, blogs continue to offer great value for small businesses.
Basic Strategy: At a minimum, you should consider reserving a domain name for your blog – if you don’t already have a custom domain for your business. If you’re comfortable enough to set up your own blog, that’s generally the best way to proceed – although this requires a bit more technical knowledge (many hosting providers offer a 1 step easy setup for blogs that will automatically install WordPress for you). You can also setup a blog directly at WordPress.com (it’s easier to do, but you don’t have full control over everything that you would on your own site).
One easy alternative is to set up a simple blog at Posterous – a place to post stories, photos, videos, MP3s, and files. There are pluses and minuses to all of these options – you should take some time to compare them and do what makes sense for your business. I caution you only about spreading yourself too thin.
Advanced Strategy: Now that you’ve decided to start or improve your small business blog, how do you build an audience for it? It all starts with great content. Decide on a focus for your blog, and write awesome content that people will enjoy. For example, some months ago at my company, we decided that we wanted to write more about small business issues, so we’ve been writing original posts focusing on issues affecting small businesses. Think about your expertise and more importantly, think about the things that you’re interested in writing about. A blog requires a long term investment of time (and resources), and you don’t want to be stuck writing about things that bore you.
You’ll also want to consider how you can make it easier for your readers to help promote your content. For example, install helpful plug-ins, such as a TweetMeme button, which makes it easy for people to retweet your posts on Twitter. Don’t be afraid to experiment with plugins to add to the functionality of your blog, but keep it simple. You want to keep the blog focused, and easy for your readers to use.