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When you look at your business, and look at blogs, you need to be looking at how a blog will increase the level of business sent to either your website or your shop-front.  Therefore you need a blog, and one that is geared with topics aimed towards your overall business objectives.

These objectives can be anything from promoting the new release of a product/service, to informing customers about times when the shop-front will be closed.

Once you have produced a list of these objectives, you can then start looking at the design and development of your blog. At present there are a few major blog providers that can provide the software that will allow you to put a blog on your website. Once you have chosen one, you will need to decide where you will place your blog. Most companies these days use a sub-domain (a section of a website underneath a domain i.e. blog.christophereast.me.uk).

After doing this, you will need to create a design for the blog; I have one word of advice for you. Keep it simple! Those blogs that have complex designs tend to fail fantastically as the eyes of the reader are moved away from the actual blog content, and onto the design, which has a negative effect on the blog.

Once you have a design, and have given the blog a suitable space in which to be seen online, you need to look at a name. Some companies will have multiple blogs, for example, one for each senior member of staff or each department; others will just have one blog, which they will use to announce their daily offers. Be aware that in terms of brand awareness, “Company’s Blog” is a good name, however, there are times where the brand awareness of a blog is not so important, and therefore a relevant and memorable name should be used.

Once you have all of these items in place, you are ready to start using your blog to promote your companies activities. One of the key things to remember is to make posts daily, as this will give your readers a reason to comeback on a daily basis, and therefore more likely to make purchases from your website/shop-front.

Unfortunately after a couple of days it can get rather disheartening when writing a blog, but I must urge you to carry on so that you keep on updating your readers. Also, don’t be disheartened if it takes a couple of weeks, or even anything up to 2 months before you start receiving regular reader numbers, some search engines  will take several visits to establish how often you are writing entries into your blog, and therefore how highly it should be placed in the ever important search engine results.