Our connections – clients are hungry for knowledge and contact with us. They are looking for information on who we are and what we do anywhere they can find it. The best way for us to feed that hunger and strengthen our connections is through social media posts and blogs.
Blogging can be a great way to draw new customers to your business website. But if your blog has not been updated in months or all your posts are thinly disguised sales pitches, your blog marketing plan could backfire.
A great business blog does not sell. Instead, it shows customers why they should do business with you and not your competitors.
I hate to say it, but at least, 95 percent of business blogs are really terrible. In some cases, these sites fail because they are rarely updated, but most of the time, the Achilles heel most business bloggers face is developing content that is actually interesting to their followers.
Your customers don’t want to read press release after press release, and they will not give their attention to articles that read like thinly veiled sales pitches. What they want is entertainment, insight to you and your staff, knowledge, and well basically epicness – content that makes people think, inspires them, changes lives, creates value and blows people away with your usefulness.
If you aren’t yet hitting these heights, any of the following ideas can help take your business blog from ordinary to epic:
- A complete “how-to.”: Use video or pictographs to add value – do not be afraid of sharing your ‘secrets’ no one has the time, licensing or desire but they do want to be educated before buying and know they are getting the best.
- Massive list posts. Ex: 101 ways to save your money, Top 50 Times a Lawyer is Needed, 10 Ways to Retire Early, 15 Things that prove you have the best Realtor, 99 Ways to Find New Clients, Five Main Things You Should Know about Your Auto Insurance…
- Thought provoking pieces: Tap into what your followers enjoy, want to know more about, are intrigued by or are passionate about and write from your perspective.
- Original research. If you truly want to stand out, you’ve got to bring something new to the table. Does your service or product have a complimentary counterpart that you do not offer? Conduct your own research of who, what, where the top ‘service/products’ are being offered that compliment your product/service.
- Customer success story or Answer the questions everyone is asking. We enjoy reading about successes especially if we can have access to the same benefits. And FAQcan be a vital time saver and when someone is researching your company after-hours they can be the deciding factor if that person reaches out to you when you are open.
- Review a product or service and include a comparison test. What is trending? Jump on it and show your value in ways that are more than only what you offer. Ex: Landscapers get your crew together and test out several lawnmowers, mulches or yard water features and write up your findings.
- Staff profiles. Give a human face to your company by creating a feature ‘get to know’ story on new or seasoned employees.
- Talk about your blunders. Everyone loves to read about business failures and bloopers especially if you can put a comical spin on them. End your post by telling how you’re fixing the problem.
- Create a regular feature. Do a “customer of the week” spotlight or create a monthly collection of the best online articles that match your customers’ interests.
- Share your customer feedback. If you use customer survey feedback cards or do customer surveys, turn some highlights into a post.
- Tell the story of your origins. Everybody loves to read about other people’s dreams and challenges, so write about why and how you started your business.
These are just a few ideas to get you started the idea is to ‘Be Real’ and share things that invoke a response. Get anonymous feedback on your first few attempts and make adjustments until you hit the secret mix of valued content. Most of all have fun with it – if you are not enjoying it your end results will show it. ~K.Kirkland