One thing I love about blogging is that it gives a small business the ability to quickly and easily build awareness for itself online.  This is exactly what Amrita Chandra is doing to get the word out about her Toronto-based art gallery, Tinku Gallery.

Perhaps the most important aspect of a blog, is making sure your content is positioned from the reader's point of view.  Many small (and large) businesses completely miss this, and want to use their blog as an extension of their website.  They want to use the blog to directly promote their products and services, which is the exact wrong approach to use.

But think about the people that would attend an art gallery.  Why are they there?  More than likely, they are there because they are drawn to the beauty of the artwork on display, and probably drawn a great deal of inspiration from the works the gallery contains.

Which is why I think the blogging approach of the Tinku Gallery's blog, Tinku Tales, is perfect.  Amrita makes a point to delve into the works that her gallery displays, discussing the artist's inspiration for the artwork, and the messages they are trying to convey.  As a bonus, she even talks to some of the artists, so they can share their thought processes, and how they create their works. 

I also love how Amrita includes links to the artists that are being featured at her gallery, and complete contact information for the gallery, as well as her picture AND bio!  But most of all, I love how she promotes the artwork and the inspiration behind its creation.  She is looking at the blog through the eyes of the reader. 

If your business is blogging and you aren't getting the results you were hoping for, step back and look at your content through the eyes of your reader.  What value are you creating for them?  Are you attempting to sell to them, or are you trying to create content that they can find value in?  If you aren't sure how you should be doing, check out Tinku Tales as a good example of the type of blogging experience you should be striving to create!

And if you need specialized blogging help, don't forget that branding expert Christina "CK" Kerley and myself will be conducting a special blogging site clinic during the next Small Business Marketing Unleashed!  In this clinic, we'll carefully analyze blogs that are submitted by attendees, making sure they are positioned properly so that they can give your readers the valuable content they are looking for, while also helping your business grow.  You can get more information on the blogging clinic here, and find out the complete schedule for the next SBMU here.

July 23, 2008

Mack Collier is a social media consultant, trainer and speaker. He has been actively immersed in social media since 2005, and in that time, has helped advise, teach and consult with businesses of all shapes and sizes on how they can better connect with their customers via these amazing tools and sites. While being passionate about the social media space, what truly excites Mack is the human connections that can result from the proper use of these social tools. His motto is "Don't focus on the tools, focus on the connections that the tools help facilitate." His goal is to help his clients create those connections with their customers, and nuture them into relationships that help grow their bottom line.

His social media 'homebase' is The Viral Garden, which in 3 years time Mack has grown into an influential marketing/social media blog with a monthly readership of over 175,000. He is also a frequent contributor to the website Marketing Profs, as well as the marketing blog Daily Fix, and small business blog Search Engine Guide. His writings have been referenced in several mainstream publications and websites, including The Washington Post,, Ad Age, CNET, and The Boston Globe.

Mack is also a requested speaker and has presented at some of the top social media conferences and events, including South By Southwest Interactive, Marketing Profs Digital Marketing Mixer, and Small Business Marketing Unleashed. He is also passionate about teaching companies how to use social media sites and tools more effectively, and offers training and seminars privately to companies, in addition to his public speaking schedule.

You can learn more information about Mack's social media training and consulting services here. If you need a social media speaker for your event, or want to know where Mack will be speaking next, click here. If you want to email Mack, click here.

Mack wrote this bio. The third-person thingie is just for fun.


Im going to go back and look at mine. Major thing for me though is keeping in touch on the go. I would not be able to offer the customer service that I aspire to without my Blackberry tied to my email. I use 123Together but I know that there are other providers out there. Do you have an opinion on that?

Howard it would be great if you could respond to readers that comment on your blog immediately, but it's not always the case. And we get that, if you can respond in a timely manner (within an hour or two), then that's fine. And that's if I have a specific question or problem. If I just want to add in my opinion, then I'd expect a response some time later that day or the next.

It's great to be as connected as possible, but I wouldn't wait to upgrade your blog because you fear not being able to keep in constant contact with your readers. We'll cut you some slack ;)

Great post on small business blogging. I know we are looking into this avenue for our business and you make some great points to consider. Thanks. (wish I could make it to the next conference, but the timing doesn't work out this time. Catch y'all next time!)

I enjoyed your blog entry. I was able to relate to what you were saying about the business blog being about the customer and not the business. I am currently blogging in relationship to a business I will be starting soon. I am looking for relevant information on doing so. Your's is spot on.


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