[This is the full version of the article in our weekly column in the business section of the Honlulu Star Bulletin.]

Ya’ know, for all the bugs and problems that come along with Microsoft’s products, there’s one thing I’ve always admired about Microsoft – their ability to keep their eye on the business ball.

The latest example of this is Microsoft’s entry into the blogging market, MSN Spaces. They may be latecomers to the blogging game, but they’re monetizing their free blogging service right from the start.

In coordination with the formal launch of MSN Spaces (and an update to MSN Messenger), they’ve opened the door for some incredible 21st Century advertising opportunities. And, the first few companies to jump in are major players like Volvo, Coca-Cola, and Adidas.

Volvo has intelligently positioned itself right on the home page of Microsoft’s blogging portal, MSN Spaces.

But it’s not just home-page positioning that sets Volvo apart. Volvo Cars of North America is the first of these advertisers to jump into the interactive side of blogging with a campaign called “What’s Your Story?” MSN editors will search user-generated content within MSN Spaces to find the best stories and highlight them on a Volvo-branded page at whatsyourstory.msn.com.

By doing this Volvo is not only saying that they “build cars with you in mind,” they’re proving it by diving into the highest leverage communication tool available today – social networking combined with blogging. And they’re not just passively advertising. They’re aggressively interacting with and engaging potential consumers. Adidas and Coca-Cola will be following a similar approach.

Microsoft has created an offering that these heavy hitters just can’t ignore. They realize that it’s not the number of impressions or click-throughs that generates awareness. These companies realize they have to engage the consumer and involve them in conversations, education, and product development.

Small-business owners take note:

What Microsoft is doing here with MSN Spaces is exactly the same thing that you can do on a smaller level with your own business blog. You’re interacting and engaging your readers to build trust, and develop rapport. You are deepening relationships with prospective consumers.

Your business blog is not the place to post an aggressive sales letter. Your sidebar may contain links directly to your product, sales pages, or other main parts of your site. But always remember, the purpose of business blogging is to inform, and engage – not sell. Your business blog is meant to build the relationship, not hit them over the head with a marketing message.

As you educate and inform your target market, you can:

· Reference product benefits when answering a client’s question or a reader’s comment.
· Create posts about product comparisons.
· Post customer feedback and even share testimonials.

If your products or services will really benefit your readers, then you have every right (and duty) to incorporate those things as potential solutions to your readers’ wants, needs, and desires.

The education you provide helps them take the first step; and the products and services you mention take them to a whole new level of benefits – a result of choosing to do business with your company.

John-Paul Micek
The Click-and-Mortar Business Coach
Business Owners Coaching Club
http:/www.AdvancedBusinessBlogging.com

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