Blog envy?

Published 4:00 pm Sunday, December 31, 2006

Like Kathy Miners of Fibers & Stitches, a quilting shop in St. Helens, you may have heard of blogs but aren’t sure how they could be part of your marketing strategy. That’s okay. Maybe you’re sick of blogs and think they’re written by arrogant, overrated personalities. Often, they are. Or maybe you know absolutely nothing about blogging and don’t know where to start. That’s fine too.

A web log or blog, is a running narrative posted to a web site that conveys communications of a person, company, or topic of interest. Blogs have expanded beyond their original “online diary” definition and can now incorporate more interactive features, like reader comments and discussions.

Some world-class companies have recently added blogs, such as Southwest Airlines (blogsouthwest.com). Smaller, niche businesses are starting to jump on the blogwagon too. Check out sokolblosser.com/blog and allaboutlavender.blogspot.com for two simple examples of Oregonian small businesses that have blogging right.

Whatever your level of blog bewilderment might be, blogs have evolved into a potentially effective web marketing tool. Chris Womack, President of Astoria’s iFocus Consulting (ifocusconsulting.com) believes that blogs work best for certain types of businesses that have a “fan base”.

If having a “fan base” seems, wellodd for your type of business, then, yes, blogs are probably a mismatch, and you’d be better off having a cogent web site with frequently updated content. But if you’re a company catering to a lively art crowd, a group of Harley riders or even first-time mothers, you have built-in blogging potential – an audience of “fans” who share a common interest. Using a blog to help mobilize them is good web marketing.

With a little luck, Fibers & Stitches may amass enough fanatical clients over time to warrant creation of an enviablequilting blog.

Jeremy Klages is currently a northwest regional vice-president for a healthcare software company.  His expertise includes previous executive marketing positions with several software companies and consulting experience from engaging Fortune 500, Nasdaq 100, and high-tech start-up companies through his own consultancy. Prior to his business career, Jeremy was an intelligence officer for the U.S. Army, achieving the rank of Captain during his service.  He is a graduate of West Point and holds an MBA in Marketing from Arizona State University. He can be reached at klages@gmail.com