Blogging can be hard, especially if you are a business owner. You have a lot on your plate and a blog post can get pushed aside too often. When you have your eye on the bottom line you tend to be more interested in cash in the bank than words on your website.
Recently, Darren Rouse at Problogger.net had a great article titled “6 Reasons Why Your Business Needs a Blog.” My favorite reason was number 4, It’s a great way to build deeper customer relationships. It’s my number one focus at MarketCloud.
When prospecting for new clients we lean on the brochures and ads that we have produced. Our salespeople cold call prospects but usually get some kind of resistance. We fly across country to attend trades shows in hopes of generating some buzz. These are all outbound marketing efforts. We market to the prospect when we want to and with the marketing vehicle we want to use. It’s a one-way relationship. Our competitors are using these same efforts as well.
With a blog you can build a relationship with your customer and your prospects. A two-way relationship. They can see who you are and what kind of a company you have. We refer to this as inbound marketing where your company “gets found” by people already investigating your type of product or industry. The content we create is a benefit to these people. They will come back looking for more great content to help them make a decision about which company to buy from.
The relationship doesn’t stop with content you put on your blog, your customers and prospects share this information with their friends and colleagues using social media, making comments and giving feedback.
Having a blog doesn’t have to be hard. It does takes a little more planning and it might even take more people within your company to come up with great content. Salespeople are connecting with your prospects every day and they know what other companies think of your product. What story ideas can you take from them.
What about customer support? They can offer plenty of frequently asked questions. Even more than the ten you have on your website FAQ page. Take the time to answer some of these questions. What about your truck drivers and your warehouse staff? No source is off limits.
Take the time to produce great content for your blog. You don’t have to do it all yourself. Build your online relationships and give them the time to connect with your company. Then turn them into customers.