Customer Service – your company could provide a blog aimed at improving customer service. Users can share their experiences of using the your company’s product or services but beware, not everyone will be positive about their experience giving you the perfect opportunity to resolve their issues and prove your customer service excellence in the blogosphere. Not only that but it provides the perfect forum to monitor customer preferences. Be ready for negative customer comments and have a plan in place to deal with these when they arise.
Market research – your blog, the comments it gets and the blog of others in your community are vital resources that you should monitored for market research purposes.
Humanising – a blog can be used to put a face on your company familiarising customers and prospects with the people behind the brand and building trust. Company board members and staff members can contribute and in so doing make them seem more real – more approachable. See the effect company wide blogging had on Microsoft as referenced in Naked Conversations.
Internal communication portal – a blog is a great way to communicate personnel changes, policy updates, CEO commentary and company events.
Establish expertise – this is often the main focus of this blog i.e. to show people like you that we know what we’re talking about so that perhaps you’ll think of us us when considering your Internet marketing strategy.
Expand Network – a blog is a great way to expand your network. Its always good blog practice to respond to those who comment on your web page and in so doing you are establishing contact and networking.
Leads – A blog can build leads for your company but remember if you do this though that outright selling and self promotion are considered taboo in the blogosphere and will only annoy. The rule of thumb for blog posts is 20% promotional, 80% value add.
Brand – a blog is a great way to further entrench your brand.
Generate revenue – many successful blogs like John Chow‘s put their traffic to good advantage by promoting related products and affiliate services to them through ads that are tailored to the intended audience and earn affiliate revenues in doing so.
Grow your base – a blog is a great way to extend your company’s reach beyond its traditional geographical base. This blog gets comments and traffic from people as far and wide as India and the UK.