Small business owners might see a chart like this and decide that starting a blog is overrated:
That’s from an eMarketer article today that actually spins the data positively: 47% of the online population reads blogs. The flip side is that big bottom line — the 53% that don’t, according to this survey.
The problem with this data is that many blogs don’t look like blogs anymore. Search Engine Land just redesigned, and looks more like a magazine/newspaper-style site now. Ditto for Small Business Trends and countless other sites. It’s my opinion that many Internet users don’t know when they’re reading a blog and when they’re not, and if I’m right, this survey data becomes useless.
The fact is that blogs can be very effective marketing tools when done right. (And those links all show you how.) What’s more, if you run a small business targeting very local customers, local blogging should be on your radar in 2009 … because you’ll never convince me that 53% of the online population hasn’t read a blog in the past 12 months.