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Marketing Concepts
Make it Your Business to Blog
By Ken Wisnefski, President,

Are you effectively taking part in the blog community? Regularly participating in blogs can be used as an effective marketing tool.

There are blogs relating to all areas of business, ranging from broad topics to niche industries. Many read and participate in blogs to find what is current, to gather information, and to reinforce the sense of community in their area of business.

Partaking in blogs is an excellent way to market yourself and your business. Blog topics are usually about current trends, so it provides a chance to show the readers what you know.

Get educated
You may be attuned to the happenings of your industry, but there is no such thing as "knowing too much." Reading blogs, magazines, newspapers, etc. pertaining to your industry will supplement your own knowledge.

Conventions and workshops are available for many industries. These involve panels of speakers, dispersion of literature, and conversing with others in your field. This is a great opportunity to augment your education.

Some industries offer radio shows and televised segments offering information. The topics of discussion are current and any featured speaker or panelist is usually well endowed with knowledge on the industry.

Recruit blogs
You will find that there are many blogs relating to all industries. Make it a point to find the most popular blogs and familiarize yourself with the content offered and the regularity of visitors. The more prominent blogs will feature other esteemed individuals of the field as members of the blog's community. There may be several popular blogs in your industry, and you can engage in all of them.

Show what you know
Topics on blogs vary. Some days may bring issues that you are not comfortable to speak upon, yet other days may feature topics of which you are well versed. The good news in relation to the former occurrence is that you are learning in the process, and next time the topic comes around, you may be able to offer comment.

Make it a regularity to participate and offer comments. Most blogs feature one piece of content per day; so, if it means that you have to do some research to craft a comment, then do it. Show your cohorts that you enjoy participating and sharing your knowledge. These actions will be held in high favor.

Look for opportunities
Most blogs are set up into communities, meaning you have to register and log on each time you visit. Many have features offering opportunities to have your picture adjacent to your comments in order to link an image with the comment, making members recognizable. It is important to become a regular and recognizable member of the community.

Build a rapport with the other members by commenting on their comments and inviting feedback on your own comments.

Some blogs offer opportunities for members to be a "guest blogger." This could be very advantageous in relation to marketing for your business. This would signify you as an expert and would attract many visitors to your site.

The main marketing objective
You want to use your participation to intrigue others. If others become interested and impressed in your knowledge, this will entice them to look at your own Web site. They will assume your site also has quality information to offer.

Think of your participation on the blog as a mini-marketing project for yourself. By making a good name for yourself, you are in turn making a similar impression for your company. That is the marketing strategy behind participating in blogs.

Kenneth C. Wisnefski is the president of, an online business to business marketplace that connects business consumers with pre-approved vendors in over 150 different categories. has over 5,000 vendors in their Approved Vendor Network and processes close to 10,000 requests per month from businesses of all sizes.

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