Last week I let you in on the first half of why you should be blogging, how your business benefits from blogging, and a little bit on how you can go about it. This week I round out the series with three very 'feel good' reasons to get blogging.
Blogs are fantastic ways to find out more about your customers. You can uncover more about their demographic, their needs, or their preferences.
Start with your ideal customer (find out how to determine this in the online voice post) and start chatting to them. Ask some questions. I am fortunate enough to fall into the category of being my own ideal client, so I often discuss things which I feel are relevant to either my personal or business life. (Great when I have writer’s block)
Ask questions. Engaging in conversation is a great way for you to reveal your personality, develop relationships and learn. There’s no such thing as a stupid question, you never know who else is thinking the exact same. Ask a series of questions and pose answers or solutions. These solutions can prompt further discussions and learning.
Post a number of related topics over a number of posts to discover where your customer interest lies. Posts with more interaction could indicate more interest, allowing you to hone your subject matter. Running a series is a great way to promote a newsletter, RSS, or other subscription service you might have. Never neglect the opportunity to increase your subscriptions (sign up for mine over here and receive a free ebook).
- Social media content
Blogs provide fabulous content to share on all of your social media profiles.
They don’t just fill a hole, they provide a vehicle to drive content to your website (helpful if your sales are run through your site). When answering questions on a blog, try to incorporate your product, this allows for internal linking (read how it benefits your site), education, and drives sales. By linking to your blog post from social media you can receive numerous benefits.
If you use catchy pictures on your blog, these can provide useful and shareable content for your social media profiles. Having shareable content is a great way to increase marketing and social reach. Word of advice: when creating shareable content ensure your business name, logo, or website address are on the image; nothing worse than having great viral content and not profiting. (tweet this)
Pay attention to the following items in your blog post as they will be used by Facebook to generate supporting content for your link:
- Blog title: this is used by Facebook as your title
- First 20+ words: the first 20+ words are used to generate teaser content in the link, and
- Meta-description: if you use a meta-description, Facebook will use this in the place of the first 20+ words.
As a WordPress User I have installed Yoast SEO, in their program you have the ability to customise the title and description used by a number of social media platforms, including Facebook. This can be useful if you want to undertake split testing or if you prefer not to show your Social Media followers a description filled with SEO keywords.
- Relationship building
Building relationships is my favourite reason, outside of education, to blog. When I blog I impart a little piece of my own personality. It might be the language I use or my experiences, but there is a little piece of me in every post. I think that doing this is important as it means that when you meet me, you already have a sense of who I am. If I have already shown you a little of myself, then we are on the road to developing a working relationship.
I have previously mentioned that many experts believe that it takes five touches before a customer will purchase. Blogging allows businesses to make another touch with a customer. Reaching out to them, where they are keeps you in mind. Even if they are not quite ready to purchase, a post gets you one step closer and can help keep you in front of mind.
If you blog to answer customer questions, or you answer their comments on your blog, you are showing them that you are listening. No one likes to be ignored, so listening and responding to customer needs is an important part of building relationships.
Why do you blog? What do you enjoy about blogging? Is there something you would like blogged about by Write to Right. Leave a comment below.