Your website is not enough; you need a blog. In this time of extremely high business competition on the Internet, having a website without having a blog is like having a grilled cheese sandwich without the cheese or a yummy peanut butter and jelly sandwich without the peanut butter. These sandwiches without one of the key elements will certainly satisfy hunger pangs but they certainly won’t have the effect they would have had if the cheese and peanut butter were present.

Why do you need a blog?
Blogs are traffic magnets. Blogs draw traffic to your main website because search engines are constantly searching for good, rich content. Your blog will fulfill the search engines’ need for content because your blog will be full of industry keywords and information. The key is to make sure that your blog content is so informative that people will seek your blog out continuously. Blogs establish you as an expert in your field. A blog is a place for you to write about what you have learned through trial and error and to share your success stories. The more industry specific content you provide, the more others in your industry will link to your blog. If you continuously offer superb content, people in your industry will also consult your blog while conducting research. The news media is constantly seeking experts in all kinds of areas and a blog is a good way to get you media attention as well. Producers are constantly researching for information about something and they desire an expert’s input. Why shouldn’t you be that expert? Blogs build relationships. Blogs can positively influence potential customers and keep current customers loyal. Remember, people buy from people. While your business blog should be professional, there is nothing wrong with sharing insight into your personal life as well. For example, did some business idea or insight come to you while you were on the golf course or while you were shopping for a particular item at the grocery story? Share that with your readers; let them see the human side of you. They will begin to feel like they know you and will be more inclined to do business with you.

Who reads blogs anyway?
Glad you asked; research reveals:
Blog readers are 11 percent more likely than the average Internet user to have incomes higher than $75,000

Blog readers tend to make more online purchases

Blog readers spent 6 percent more than average Internet readers

During the first quarter of 2007, visit to blogs increased by 45 percent

39% of Internet users read blogs (57 million adults)

Some things to remember about blogging:
Commit to writing often; this is of extreme importance because over 50% of blogs are abandoned after 90 days!

Write about diverse subjects within your industry

Write eloquently and with creative style and flair

Be brief but succinct

Offer links to helpful resources

What you need to do to get started:
Come up with a memorable domain name.

Decide where you want to host your blog. I suggest the industry leaders: Typepad.com, Wordpress.com and Blogger.com (a Google company).

Promote your blog by linking between your website and your blog; seek other like-minded bloggers and exchange links with them too.

Other Things to Consider:
If you don’t like to write, creating a blog may change your mind about writing. Writing a blog is as easy as writing an email in which you are explaining something about your industry or organization. Once you get into it, you’ll probably find that you enjoy it. But, if you really don’t like writing and launching the blog does not change your mind, consider recording your voice and posting your recorded voice to your blog; thus freeing yourself from actually writing. Make sure that you build the time for blog writing into your overall marketing plan and schedule. Establish a clear purpose for your blog. Will your blog be used to connect with readers? Will your blog be used to sell products and services? Or, will your blog be used to establish you as an expert? Deciding up front what the purpose of your blog is, will help you decide what to write about. If you really don’t have time to blog, either hire someone to do it or assign someone in your company to do so.

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Carmin Wharton is the Founder of e-BlackWomenNetwork.com the number one membership website for Black female entrepreneurs who desire to take their life and business to the next level.