The most important part of the answer to "What is a Blog" is that a blog is part of a conversation. It is a way for you and your customers to about each other. Your present customers can learn more about whatis going on in your business. Your future customers can learn about you and see your expertise first hand, learning that you are worthy of doing business with. Just as importantly, you can learn from them.
We all know that word-of-mouth is the most powerful form of advertising. It goes by many names but the currently in-vogue name is networking.
Blogging is networking on steroids
If a tree falls in a forest and nobody is around to hear it fall, does it make a sound? The blogger's version of this question is, "If you blog and nobody reads it, does it help my business?" The power of blogging comes from online conversations between you and your readers, and between you and other bloggers.
Comments and Trackbacks
The key is to seek out and regularly read other blogs in your industry or market. Quickly you will discover some other blogger in your industry blogging about a topic that you can contribute to. Do it. If your contribution is short, simply leave a comment on his blog (Almost every blog supports comments), along with your email address and the url of your blog. That blogger will see your comment, undoubtedly check out your own blog, and if he likes what he reads then he will probably scan your blog on a regular basis.
On the other hand, you might want to respond with something longer than approriate for a comment. Not only that, you think your own readers might be interested. In that case, create a post on your own blog and leave a trackback to the other bloggr's post. Trackbacks are behind-the-scenes links between posts on different blogs. Again, the original blogger will notice your trackback, check out your blog, and if he likes what he reads then he will probably scan your blog on a regular basis.
Trackbacks and comments are the enablers for conversations to take place across multiple blogs. People reading one blog in the conversaton will be led to all the other blogs participating in the conversation. Soon, hundreds of people are reading your blog.
Markets are conversations, and markets as a whole are very smart and getting smarter. We can choose to leverage the intelligence of our markets or not. If we choose not to, our markets will surely get smater faster than we do.