Short for “web log,” a blog is a web site that contains an online journal of reflections, comments and hyperlinks.
It’s like your own online newspaper or magazine where you post articles. Readers can “follow” your blog, either by checking it regularly for new posts, or via notifications sent by email. You can also notify people about your blog posts through Facebook, Twitter and other social media outlets.
From a business perspective, a blog is a perfect way to keep your brand in front of your potential customers. Blogs are easy to set up and update with new posts. The challenge about them is you have to post on a regular basis in order to keep your readers engaged.
As a retail jeweler, you may feel you don’t have the time to create a well-crafted post with any regularity . . . especially when you consider all of your other social-media responsibilities, like updating Facebook, Twitter, Instagram, Pinterest, your own website, etc. And this is on top of your “traditional” marketing efforts, like advertising, email alerts, catalogs, etc.
The beauty about blogging is the way it integrates with your other marketing strategies. Done correctly, all of your social media channels work together, one driving traffic to the other, giving your store “top of mind” status with your customers.
Ask yourself: Which store is more likely to get a visit to buy jewelry, the store that runs an ad in the newspaper or the one that brings interesting and entertaining jewelry news to a person’s attention EVERY DAY through a blog and related Facebook and Twitter notifications?