For a long time, Australian business people have frowned upon blogging. Few businesses have embraced it and usually for reasons that seemed to make sense at the time. This article will explain how you really do have something worthwhile to give and how your efforts can benefit your business. Sure, blogging is good for building your authority in Google’s eyes, but it also offers less obvious benefits.
Putting it in writing can save you time
Small business owners struggle to see the benefit of blogging when the realities of business crowd them in. The most common problem is a lack of time caused by the daily grind activities and the unforeseen demands of customers, clients and suppliers.
So consider these questions:
- How many customer questions do you (or your staff) deal with on a daily basis?
- How many of your answers are golden material for a blog post or even a series?
- How much time could you save if your blogs addressed the common ‘time waster’ contacts?
Using your answers to frequently asked questions as blog material is clever business. When they are available on your website, it increases the confidence both potential and current clients have in you. If you can answer those problems, you can probably answer the ones they’re willing to spend money on.
You can build trust and rapport with your audience
A business that is willing to share its ups and downs, mistakes and successes with customers or potential customers is viewed as trustworthy. Is there any business that does not have a bad sales day, is impacted by bad weather, loses employees or makes mistakes? When you are open about these challenges and write blog posts about them, you connect with website visitors and customers on a personal level. Everyone has problems. What can set you apart is being a problem solver! This is especially true if your products or services helped get you out of these “problems”.
Are you a problem solver? Are you someone potential and current customers can relate with? That’s who people are looking for. If you don’t tell them, they’ll never know.
You can sell without selling
A blog is also a way of engaging in ‘comfy’ selling. When a blog is well-established they can make a solid contribution to the bottom line. Why? When people land on your blog while they are in the research phase of the buying cycle, their guard is down and they are receptive to the information you are sharing. If you do a good job of answering the questions they have about your service or product, they are usually ready to continue to the next step of the cycle.
Your blog is the right place to talk about the benefits your product brings, share customer experiences and show demo videos (a blog can be more than the written word).
You get to show your human side
If you study the advertising of successful brands, you will discover something very interesting: their campaigns almost always involve people, relationships and families in particular. This is because people want connection. A product or service that provides connection wins the mind and warms the soul.
Regardless of how impersonal you think your product or service is, your personal connection through blogging can show the human side of your business. This helps customers connect at a personal level with your brand and your business. To quote the tried and true saying, “People buy from people”. Sharing who you really are helps your sales.
Both you and your business have something to give and a great deal to gain. As we’ve already stated, regular relevant blogging will help win you respect in Google’s eyes, but it will also improve your sales and long-term marketing. Whether you save time through educating your readers, build trust and rapport with your client base, successfully sell without selling or connect with people in a more personal way, blogging is a no-lose strategy.
