Share information, interact with customers and boost your brand–blogs are the perfect way to keep you on top of your industry.
By Jason R. Rich

If done correctly, a blog can attract a dedicated audience to build upon and share expertise, information, ideas and content, while boosting awareness of your company and brand. If done incorrectly, however, you can leave customers feeling dissatisfied and ready to turn to your competitor. Here are four ways you can leverage a blog:

1. Create friend-sumers.
Promote a company, product or service by creating a blog that features how-to advice, news and other information of interest to customers. Through the blog, visitors can post testimonials, feedback, questions and comments, plus participate in surveys. By taking an informal, non-sales approach, a company can interact with customers, gain useful feedback and build an online audience that can ultimately be directed to the company’s main website or retail store.
2. Provide exceptional customer support.
Supplement a company’s existing technical support and customer service with an online forum for customers to openly post questions. While employees can update and maintain this type of blog, users feed it with comments and also tap the knowledge of other users by reading past questions and interacting on the forum. If done correctly, this type of blogging can dramatically cut the cost of personalized technical support and customer service. Check the comments section for frequent users who can be recruited as bloggers to further increase your blog’s content. They can also be asked to “host” certain threads or wikis to encourage dialogue on topics that need a little TLC.

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