Playback - Spring 2009 - (Page 18) COMMERCIAL 3 Ways to Effectively Use a Blog to Promote Your Brand and Product By NIAL MCGAuGhEy, SoLID CABLES The power of blogging, where an individual regularly posts entries about particular topics on a personal Web site, has grown immensely over the past few years. What originally began as a means of venting individual opinions and posting personal diary entries has blossomed into a source for people seeking better information relating to their purchasing decisions and product education. Companies are now seeing the positive opportunities of using this tool, not only to increase brand awareness and their sales potential, but also to maintain a line of direct communication with their customers. Writing a blog has given me the chance to clarify and condense ideas that have been bouncing around in my head for ages. It has been a honey pot for other like-minded individuals out there who I might not ever come in contact with 1. When promoting your product, make a point that will resonate with your audience. For example: “If you are going to plug your $2,000+ guitar into your $1,000+ amplifier, it only makes sense that the cable connecting the two be the best quality you can obtain.” 2. Create a more personable interaction with fellow Web surfers and tone chasers. Writing a blog has given me the chance to clarify and condense ideas that have been bouncing around in my head for ages. It has been a honey pot for other like-minded individuals out there who I might not ever come in contact with at NAMM shows or in person. In doing this, Solid Cables is quickly growing a buzz among players. The blog introduces them to a product they may need and also serves as way for them to connect with the person behind the brand. Creating a personable relationship with readers has built a bond between the consumer, the product and me. 3. Don’t start writing until you have something to say. It is important to keep the blog relevant, vital and interesting. Sometimes I go for weeks without posting anything, until the whole thread of writing has worked its way out and I reach “that moment” when I’m ready to write again. Whether you are a manufacturer, distributor or retailer, a blog is an excellent opportunity for you to communicate your message to your customer. Nial McGaughey is the president of Solid Cables, a manufacturer of high-end instrument cables. 18 PLAYback
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