An online service that I’ve used for several years has just started a blog. They sent an email message to their list announcing it. I was amazed when I found several useful functions that I hadn’t realized the service provided. I’m sure I’m not the only uninformed customer — nor am I the only customer who considered unsubscribing, but will now stay subscribed.

Your blog helps your business because:

1. Your blog keeps your customers informed. Your customers don’t know your business like you do. Your blog can keep them updated on new products and services you provide, and inform customers on changes to all your services;

2. Your site’s visitors expect you to blog. Blogging is now mainstream. When I visit a company’s site, I look for “Blog” in the menu, or on the home page;

3. Your blog puts your point of view. Your blog is an online reputation management tool. It’s easy for people to complain online. You can respond to customer concerns on your blog — it shows that you’re aware of what’s being said about you;

4. Your blog helps you to gain visibility online. There are only so many slots on the first couple of search engine results’ pages for any keyword or phrase — your blog gives you a boost into those pages;

5. Your blog is an information resource. If you keep Comments enabled on the blog, you can get customer feedback instantly — much more quickly than via a survey or focus group.

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