Heather Gorringe - Around the World in 80 Megabytes.

Blogging for Small Business

I am in NYC and yesterday had a conversation with Social Media Enthusiasts (and consultants)  Connie Reece and  Anna Farmery. We were talking about whether or not a small business who only wanted to market locally could benefit from a blog. Here are our conclusions based on running a Fish and Chip shop in the UK:

1: The blog will help your search rankings in google and so if someone wants to know where the nearest or best Fish and Chip shop is when they google it your blog will help get you to the top.

2: If you have particular points that makes your fish and chip shop special your blog is a good way to communicate that added value. For example how fresh is your fish, what oil do you use, where are your potatoes from etc. All these elements are important if you want to communicate why you are in business and share that with your potential customers

3: People move around physically more these days and so in your town the percentage of visitors will probably be higher - your global web presence can access these customers who are looking for that special taste....

4: Your blog is free to set up and run. Provided you have internet access (and if you dont - just get it for the knowledge that is already available online - please) you can set up your blog (which will be your website) free and it takes about 10 minutes to get started.

5: Comments: Encourage your customers to comment on their meal not only to back up your marketing but so that you can find out what is cool (or not) about your product. Ask if in doubt:
Whats the most authentic way of eating your fish and chips - in the paper - on a plate? 
How many calories do we need to run off to offset the meal? !
Which fish is the best? Can I have sustainable fish - should I ask for Pollock?
Which evening is fish and chip night for the family and why..

6: Become a leader in your area. mmmm....a fish and chip shop expert? Why not? If a newspaper or your local radio station wants to talk about fish and chips - where do you think they will start...its google. If you are there and have an authentic voice it will be you they interview.

7: Warning: If you are not operating with good business practises, one where you are willing to share your values and be transparent - best not to talk about it... The only problem with that is that your customers have full access to the web and it may very well be they are already spreading the word about your shop.

Best fish and chips I have ever had? Harveys Fish Bar in Looe in Cornwall. What about you?

On tour again

Yippeeee - one Nuffield Scholar back on the road again. I am in New York City, and really looking forward to two events - Blogher and Blogger Social. I am looking forward to meeting friends that I have met online and new social media enthusiasts. In particular I am looking to hear about any experiences of how rural organisations and communities are using social media to benefit their members.

In the UK as the farming community has declined in numbers a lot of the member organisations are finding it difficult to keep going and their websites do not deliver. Many farmers have yet to see the relevance to their business of web based communication...

and yet

In The Economist
"More than 90% of marketing departments will launch a social media campaign such as a blog in 2008,according to Lewis PR, a United State based global agency. By 2009 two thirds of marketers will set aside up to 25% of their budgets for online social media."

Not one to ignore me thinks.....