You see, blogging isn't some self-indulgent activity; it's investing in the future of your business. Blogging increases your search engine visibility, establishes your credibility, and generates inbound leads. In my opinion, it's probably the best marketing tool you have at your disposal, and once you get it set up it's nearly free.
Paul Mabray of Vintank has said that a winery has no business blogging until it has the basics down pat. His list:
- Customer Service
- Site Design
- Content Strategy
Because it's easy to set up a blog, I see it as an entry point for improving your winery Web site. If you start a blog for your, and it gets results (readership, interaction with your fans, increase sales) then perhaps those basics look a little less daunting. Maybe blogging belongs on Paul's list as an element of "content strategy."
There are some clear advantages to blogging for your winery. First and foremost, you control it. This means you can update it whenever you want. In addition,
- Blogs appear to have higher search engine visibility (at least if they are updated regularly)
- It's easy to add new content in response to perceived needs or sudden news
- A blog post allows you to call attention to pages within your primary Web site
- Your blog provides a way to interact with your customers and potential customers through comments
- The tone of your blog can be more personal and less marketing oriented
- Adding images and video is easy
I guess what I'm trying to say is to find an online marketing approach that works for you. Then make continuous incremental improvements. Static is another word for "dead."
(although, if you're screwing up Customer Service, please stop everything else and fix that right now.)