Los blogs, un instrumento de promoción privilegiado para las PYME

El número de blogs rebasa los diez millones. En Estados Unidos, el tema aparece ahora en portada de diarios y semanarios. No faltan quienes hablan de “revolución”. Resulta, sin embargo, más urgente e interesante preguntarse para quien los blogs presentan algún interés. La respuesta es particularmente positiva en el caso de los pequeños emprendedores.

San Francisco, 8.may.05

Primero la cifra: Blogpulse.com, un motor de búsqueda especializado en los blogs ya está indexando más de diez millones. Su competidor directo, Technorati.com, está a unos días de lograrlo. Ambos registran más de 40,000 nuevas bitácoras en línea por día.

El semanario Business Week les dedicó la portada de su número del 2 de mayo con el título “Los blogs van a cambiar su negocio”. El día 5, el diario San Francisco Chronicle publicó un largo artículo sobre su uso para las pequeñas empresas.

Ya hemos comentado en junio del año pasado el interés de los blogs para los negocios. Clientes y usuarios aprecian este medio menos formal y más humano que cambia las relaciones consumidor-empresa. Es válido en especial para las PYME.

Los restaurantes, por ejemplo, parecen enfrascados en una especie de competencia para ver cual tiene el mejor blog. Uno de los más notados (pueden teclear “restaurant blog” en Google) es Horsefeathers en la costa este de EEUU. Con un tono muy vivo, sus dos dueños escriben notas que van desde una receta de ensalada de camarón a la historia de Orangina, pasando por una promoción especial para sus mejores clientes.

David Atkin, un mecánico de Salt Lake City especializado en la restauración de carros antiguos (Muscle Car Restauration) tiene éxito desde que abrió un blog en el cual cuenta sus ocurrencias profesionales y da consejos. Estima que le bastaría vender un carro más (o dos) al año para que la operación le resulte más que rentable.

Menos de la mitad de las pequeñas empresas estadounidenses tienen una presencia en la web. Sin embargo, una de cada diez (la proporción llama la atención) tienen un blog y 16% lo tendrán en dos o tres años, según un estudio publicado por HP a fines de abril.

El principal interés de los blogs para las PYME es que permiten hacer mercadeo a muy bajo costo: gratis con Blogger.com y cinco dólares por mes con TypePad.com, dos de los servicios más utilizados.

Segunda ventaja, el uso ha sido simplificado en extremo y cualquiera que sepa más o menos utilizar una computadora debería poder abrir un blog en menos de quince minutos.

“Los blogs permiten que las pequeñas empresas que no tienen mucho dinero para la publicidad tengan presencia en la web,” estima Paul Chaney, un experto citado por el Chronicle.

La principal razón por la cual las bitácoras en línea aparecen particularmente bien adaptadas a las pequeñas empresas (entre las cuales figuran los individuos que comercializan algún tipo de servicio) es que permiten al empresario comunicar directamente con sus clientes reales o potenciales. “Se trata menos de controlar el mensaje que de entablar una conversación”, precisa Chaney. “Permite construir una relación en el blog tanto como fuera de él. No conozco ningún medio que permita este tipo de comunicación”.

Los blogs pueden ser actualizados varias veces al día o a la semana. Abrirlos a los comentarios permite entablar un diálogo personal con los clientes. Resulta muy superior a la presencia fría de los sitios que apenas ponen lo que puede figurar en un volante sobre papel.

Útiles, los blogs no son una varita mágica. Son muy convenientes para individuos y emprendedores dotados de fuerte personalidad y de cierto talento para la comunicación informal, pero no para cualquiera. Su mayor “defecto” es que requieren de tiempo y dedicación.

Sin constituir una revolución, son un medio particularmente bien adaptado a la web cuya importancia para los negocios ya es reconocida. Su forma cambiará pero la tendencia es clara.

El momento es ideal para las pequeñas empresas que quieren marcar sus diferencias con la competencia y tener una presencia web con una inversión menor.

Ya se acerca el momento en el cual no tener un blog parecerá tan anacrónico como lo puede ser hoy no tener una dirección de correo electrónico. Aunque algunos digan que se puede vivir sin ningúno de los dos.

 

Horsefeathers http://horsefeathers.com

Étude de HP sur les petites entreprises http://www.hp.com/hpinfo/newsroom/press_kits/2005/sbizweek/

Blog de Paul Chaney http://www.radiantmarketinggroup.com/

Muscle Car Restauration http://muscle-car-resto.com/blog/blogs/index.php

Porque los blogs son buenos para las empresas http://www.francispisani.net/2004/06/el_xito_de_los_.html y http://www.francispisani.net/2004/06/porque_los_blog.html

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