Has it ever occurred to you that blogging for business does not belong in your box of marketing tricks?
And, because of its huge value in supporting business relationships, it actually belongs as a vital part of your customer service efforts?
No? Thought not.
But according to British copywriter Catherine Davies, we’ve got blogging for business all wrong…
(For a list of the top 10 most helpful articles on blogging for business as chosen by our readers, click here)
Take it away, Catherine…
As an important component in many marketing strategies, blogging for business has been widely used as a method of communicating with prospective and existing customers.
The majority of businesses fortunately have moved away from using blogs and other marketing tools to push an overt sales message. There is a growing understanding of the need to use marketing to build relationships. Having said this, however, many businesses still link sales and marketing so are keen to get a tangible result from every investment – blog writing included.
Successful blogging for business can generate great results, but it is a long term strategy that requires commitment and creativity. It offers an opportunity to clearly define your business as the exception to the competition. It can communicate your passions, ethics, expertise, unique selling points and the personality of your company. It should clearly reflect how your business has chosen to operate.
The issue remains that some businesses invest time and money into blogging for business, but fail to connect with the audience.
A stumbling block is that many blogs are written to fulfil a certain number of words, a set regularity or to meet a strategic requirement.
Could a fresh perspective on blogging for business transform your online success?
Considering blogging for business as part of a customer service remit, rather than a marketing strategy, could alter the approach and increase the engagement from online readers.
With customer service, the focus is on providing exactly what your customers want, expect and need. Whilst almost every business claims to offer great customer service, those that consistently deliver it do stand out from the crowd.
In terms of a blog, really getting to know your customers is essential. It’s not just a case of pinpointing a specific demographic, but also exploring exactly what information your ideal customers want from you.
Take another look at your blogging for business and what it really does for your customers
For a start, every customer will want you to provide a solution; so rather than focusing on your products or services, you need to understand what underpins their desire to make a purchase and tie your blogging for business into that.
If you write copy that interests, engages and strikes a chord with your target audience, the number of words is irrelevant.
If your communication matches what they are looking for, you will build rapport, trust and convince them that you are the company to do business with.
You can’t fully understand what they want unless you ask them. Their response might surprise you.
However if you can respond to their desires, your blogging for business really could contribute a lot more to your business success.
Hear, hear, Catherine. Now – what do YOU think?
Is, as Catherine suggests, blogging for business more a part of customer service than it is an element of marketing?
Please share your views!
Catherine Davies is a freelance copywriter based in Buckinghamshire, England.
Check her out on her LinkedIn page here.