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Blogging has been a great tool for me in the nearly two years that I have been doing it. Masi Bicycles has enjoyed some great success and growth, as well as much greater brand recognition....
Sales have nearly doubled each of the past two years, though we're still a small company with modest numbers. The point is, blogging has been a great tool for me in my efforts to bring the brand out of the cellar and back into the bright light of day.
I have been a huge proponent for small businesses to blog, as if their lives depend on it... because they do. Drawing from my experiences in the bike industry, where the bulk of my business blogging discussions take place, small retailers really can't afford not to blog....
I know, I know, I know.... that statement is very polarizing, but let me expand (I just got back from the Chinese buffet).
Small bike shops are frequently getting beaten on price and selection by big mail order companies or much larger retailers. Having a blog enables the shop to create an interractive community built around the shop (and elsewhere) that also helps to give the shop a "larger" appearance. Using the blog enables the shop to post shop rides, new products, special events, sale prices, etc, etc. Allowing comments also gives the shop the chance to allow their happy customers to preach to the unconverted masses and bring them into the flock.
On the opposite side of that coin, it also allows them to diffuse any negative experiences and show that they are serious about retaining customers (this one is a little more frightening for some folks). Some shops use the blog as a way to reach out to a much wider and farther away audience, similar to the bigger mail order companies.
Web sites are expensive and frequently more difficult to update on a regular basis, but a blog site can be done very effectively for absolutely free. In most cases, the only expense required with a blog is the time to post. Yes, I know that not everybody feels comfortable writing posts and many bike shops don't have anybody who can really string together a coherent series of thoughts. That said, those are still the same people who are speaking to customers face to face in the retail setting.
Clearly, I am preaching to the choir here in this setting, but the relevant issue is that the power of blogging is grossly under valued in the retail world. Keep in mind that most of the customers who walk into your retail store are spending time "shopping" online before they step foot into your store. They are engaging in an online experience, wouldn't you prefer that they have that experience with you?
We often lose sight of the fact that sometimes we can answer the expensive sounding question of "how do I reach my customers/ find new customers" with a very simple and very cheap answer... blogging.
What do you think?
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Comments
I find it quite interesting that in spite of all the obvious benefits of blogging, so many companies still let the fear of it paralyze them. They are so petrified at the prospect of some passerby leaving a negative comment on their blog that will reflect poorly on their brand. But we should embrace the chance to face those negative comments head-on and address them in an open dialog with our customers, which I'm sure will be far more appreciated than ignoring customers' issues.
Posted by: Carolyn | 10.16.06
Carolyn,
I totally agree with you. In a previous work life, I ran a Customer Service department. We had a very technical product and it experienced lots of issues, due to how technical it was and the environment it was used in. Suffice it to say, we were very busy in the department. At that time, before blogging, I spent a lot of time on discussion forums reading complaints about the product. I would reply to each one and try to fix the problems and correct inaccurracies. In the end, it proved to be very beneficial- even though at first it looked bad. By answering the critics in an open forum, we were able to turn negatives into positives. It even got to the point that people were posting comments specifically to get in touch with me and get quick replies to questions/ concerns/ problems... much like a blog works now.
Posted by: Tim Jackson | 10.16.06
Interesting - would be good to have a link to Tim's blog from the Masi site, which is very flashy-fancy. It needs some humans there...
Ken
BTW link to Tim's blog in the article is faulty
Posted by: Ken Burgin | 10.16.06
Yep, I'm a member of the choir you're preaching to indeed! I've had tremendous fortune, from friendships, smarts and new business, through blogging. When I first started I wondered how I could ever do it, or fit it into my day...now it's a staple.
Can't stress enough the types of fortune I've found, not just new biz (though that is terrific) but so many new ideas, opinions, contacts and, yes, friends.
Glad it's done so well by your shop.
Posted by: CK | 10.16.06
Ken- Thanks for that bit of info about the link not working. I wrote the article and set up the link, but I'm sure this is all Ann's fault somehow- she's been trying to sabotage me. The company site does have a link to my blog, but it is relatively "hidden" in the "News" section. I do want to move it to the home page though... so we'll see if I win that battle.
CK- I'm with you sister (and welcome to the DF by the way). Blogging has given me way more than I have given to it. Hell, blogging is what got me here...
If all it costs is a little time, isn't it worth the investment?
Posted by: Tim Jackson | 10.16.06
Tim my man you are so dead on here. I think for small businesses, blogging is a great equalizer. Small businesses have the one HUGE advantage over big companies in that they are closer to their community of customers. Which means they better understand them, and a blog just makes that connection that much stronger.
Great post, definitely pin-up material.
Posted by: Mack Collier | 10.17.06
I've heard so much about the advantages blogging yields for small business, so that I basically just have to believe you. I am a student writing on his thesis. I'm developing a marketing strategy for a small business that arranges internships, language courses and the like in Chile. So I was definitely considering blogging as one of the marketing measures to consider. The pre-reqs for that are wonderful: young people that know how to handle computers, a database of contact and the potential to create a sense of belonging, the love for Chile. However, I've been thinking hard about the contents of that blog. What should be put in there, to attract our customers to check it regularly. I think that is still the hardest part. Everybody can handle a blog. The art is building a community around it.
(Oh, and I would be thankful for any creative input for my case ;))
Posted by: Lenny | 10.19.06
Amen, brotha! I've been using blog to help build my biz. My competitive advantage in this industry. I wouldn't trade blog for a static and boring website!
Posted by: Dewita | 10.19.06
Dewita- thanks for the comment and the support. Static sites can serve a function, but I do prefer the interactive nature of blogs. Communities don't surround websites, but they do surround blogs.
Lenny- you are going in the right direction. Finding the correct content can be hard, but if you look at Ann's post about the 7 ingredients, you're in good shape. Also, it is mo opinion that you can build community around a blog by simply being your self. Sometimes that seems silly or mundane, but somtimes that is what works the best.
Outside of that, decide who you want your community to be and then talk to them. They'll help you decide what content is most relevant.
Posted by: Tim Jackson | 10.19.06