In today’s Wall St. Journal Online: Blogs Keep Internet Customers Coming Back: Small Firms Find Tool Useful for Recognition, Connecting With Buyers.
To build an audience, blogs don’t have to be edgy, provocative or funny, says blog coach Griff Wigley, of Wigley and Associates, Northfield, Minn., who has helped several dozen small companies start online journals. But they do have to be authentic and provide useful information. The personal touch helps build relationships with customers, something particularly important to small companies catering to local communities. The personal style blogs require may seem less believable, however, if it’s seen coming from a large corporation. “If you slip into PR lingo, Mr. Wigley says, “you will lose your visitors. They will know it’s not really you.”
