by Steve Gardner, Johnson Direct

I admit that the first time I heard someone was “blogging,” I thought perhaps we should get him something to settle his stomach. And then I learned: blog is a term that combines “web” and “log,” an entirely appropriate name since blogs are simply websites that are written in a manner that is informal, engaging and similar to a journal … a log.

Someone creates a new blog every second of every day, although most are abandoned almost immediately. That’s a shame, because for a company that is willing to devote time regularly to open and honest conversation with customers, a blog can be a useful tool.

That’s particularly true if you’re trying to appeal to either Gen X (born between 1965 and 1976) and/or Gen Y (1976 and 1994); groups that make up 25% of the American population and which generally distrust mainstream media and advertising. They appreciate and respond to openness and informality.

To Blog or Not to Blog? 9 Tips to Help You Warm Up to Blogging

eTip #1: You must determine whether your target audience uses blogs. If they don’t, then you shouldn’t.

eTip #2: Be prepared to support your blog on a daily basis. Don’t ask your administrative assistant to “manage” your blog. Unwatched blogs, or those that go without updating, will be dead before they hit the ground. Worse, they sometimes attract “cyber whiners,” those odd online troublemakers who are just looking for a forum to express their nutty views, even if they have nothing to do with your blog.

eTip #3: Blogs are not that much different than other methods of reaching your audience … but they are dependent upon your willingness to “get out there” and position yourself as the experts.

eTip #4: Use your blog to learn more about your target audience. Most bloggers are incredibly open and will tell you many things about themselves and what they buy.

eTip #5: If you decide to use a blog, establish it on your company’s website to take advantage of search engines’ natural inclination to reward the frequent appearance of new information. A blog is an excellent way to draw search engine interest to your website!

eTip #6: Not too many people realize it, but about 70% of American reporters say they read blogs … and more than 40% say they use information found in blogs in the stories they write. Enough said!

eTip #7: Like everything else a good marketer does, you should test your blog. What works? What doesn’t? Throw out some ideas and see if your audience responds positively or negatively.

eTip #8: Click on next month when we shine the light of measurable marketing on podcasts, webinars, e-zines and other scary new stuff!

Tip #9: Be brave. Explore the new world. If you want help in doing so, give Johnson Direct a call at 800.710.2750 … when Sandy answers, tell her “For Good Measure sent me!” It won’t get you anything, but at least I’ll know you read this eTips issue.