Setting Strategy: Blogs can give small-business Web sites a personal touch

The Internet gives small-business owners a powerful marketing tool that is economical, efficient and never calls in sick.

However, in an economy where relationships still matter, a Web site can also be cold and impersonal.

“The Web is faceless,” said Nick Davis, president of Indi Business Solutions in Leawood. “One person can look like 10,000, and 10,000 can look like one.”

Adding personality to a business Web site can be as simple and inexpensive as blogging on topics of interest to visitors.

“Blogging creates a human connection with potential customers,” Davis said. “You want to take that short interaction time when someone visits your Web site and put a human face on it, and blogging does that pretty well.”

Andy Wibbels, author of the book Blogwild and a consultant in San Francisco, agreed.

“As a small-business owner, you know that your personality is a key to your business,” he said.

“No matter what product or service your company provides, your customers need more than just information. Blogging shows the enthusiasm your employees have.”

Blogging also can drive more potential customers to a company’s Web site, Davis said.

“Search-engine optimization happens naturally as you blog, and it’s free. The easiest way to put money back in your pocket is to start blogging,” he said.

Cindy DiCianni, a real estate agent with Re/Max State Line in Leawood, started her “Kansas City Real Estate Blog” several years ago.

“It’s about real estate and the Kansas City area, and I love talking about both,” she said. “I get a lot of visits from people in other areas who are considering moving to Kansas City. It’s been good for my business.”

Business Bistro, in Lenexa, which delivers box lunches to area businesses, recently added the Business Bistro Blog. Visitors can check out catering specials, read about other customers, and find tips for corporate picnics and parties.

“We broke away from our franchise recently and started our own business,” said Jackie Rockers, who handles customer orders for Business Bistro. “Our owner thought blogging would be a good way to let people know we are here, and it has been really good for business.”

Nearly any type of business can benefit from a blog, Davis said, and the learning curve is easy.

“If you want to integrate a blog into an existing Web site, you may need the help of an expert,” he said. “But you also can get started without spending any money at sites such as WordPress.com. The best way is to just jump in and start blogging.”

Blogs save time as well as money, Wibbels said, and can be kept fresh in as little as 15 or 20 minutes a week. Business owners can make the most of their blogs by following a few basic suggestions:

•Be yourself. Don’t worry about trying to sound like an expert, Davis said.

“People are looking for authenticity on the Web,” he said. “Just use your own voice.”

•Be practical. Most visitors are looking for easy-to-read information they can put to good use.

“If you are following a product or service niche already, there’s no way you won’t have something to blog about,” Wibbels said. “You can report industry news or discuss a trade show you attended recently.”

•Know your readers.

“Understand your readership and what you want to communicate with them,” DiCianni said. “Make it worthwhile for them to keep coming back.”

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