I Have An eZine. Why Do I Also Need A Blog?

Ezines (online newsletters) and Blogs ... it's easy to assume that the two may be alike. Don't think you are off-base to have that assumption. They do have several things in common.

1. They both speak to your market about what's going on in your business
   
2. They both allow subscriptions by readers
3. They both offer "new" information in an ongoing manner.
   

So what's the difference? To me the difference is the "roles" they play within your communications platform. The functioning capability of an ezine and a blog may be very similar, but the communications that occur via each resource can be very different. Each has its own strengths for connecting with readers. (Some people beg to differ ... if that's you, let me know!)

I often refer to online newsletters as your town crier! They allow you to send information one-way to your market. You can announce, tell, inform, promote, i.e. advertise in an ongoing manner. Interaction may be created but not on the newsletter itself. The reader needs to respond via a link to another resource to interact with you.

A couple of other benefits of ezines (online newsletters) :

• Subscribers may enter their own email addresses, and you may also enter email addresses from people who have requested subscriptions via "paper" registration forms used in your business or people who have simply given you verbal permission.

• Web-based online ezine platforms, (CoolerEmail, Constant Contact, etc.) provide you with statistics. You can actually get feedback on which "sent" emails were read, not opened, bounced, had links that were clicked on, and more ... depending upon the platform you use. No other form of direct advertising provides you with that information.
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• Formatting resembles a webpage.
  

Blogs are often referred to by me as where the water cooler conversation of your business occurs. I also refer to them as "backstage" at the theater. The blog platform serves beautifully as a central location for "ongoing" business discussion as your readers can interact with your postings immediately via a comment. They engage, share, and simply invite conversation right then and there ... it's easy! This is why I see the best use for a blog being a way to dig a little deeper into your business and your clients and prospects. Dig a little deeper into the value of what you do and why people buy what you have. Really works towards building strong relationships.

Some additional distinguishing features of blogs include:

• Blogs may be subscribed to via an RSS feed or via email. RSS feeds must be set up by the subscriber. Email subscriptions must also be set up only by the subscriber as there is a confirmation email they must reply to. There is no way for you to enter someone's email address unless you alert someone to the confirmation they will need to reply to.
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• Formatting resembles a series of journal entrees.
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• Statistics are available for blogs, but they don't come with most blog platforms You have to go to outside resources to acquire them for you blog.
  

So let me dig a little deeper with you and ask how "you" are using both platforms? Are you using both platforms? What do "you" like the best about each platform. Let me know!

Keep your business growing ...
margie