Many of our clients ask why they should Blog. We tell them it’s another tool with which to get their message out and promote how their company can help prospective clients. However, most panic at the thought of how to do this effectively. Here are my top three tips on how to do it well:
1. Focus on Solving a Customer Problem
So many blogs are mere rants about how bad or good something is and don’t have much merit. Those that are the most successful are ones that seek to solve a customer problem. Take note of challenges or problems your customers face or ones in your own industry, and write about how to best solve them. Within your copy you can work in how your company has overcome these or how one of your products or services may be able to help. Don’t be afraid to incorporate video or graphics to illustrate your point.
2. Be consistent
Many companies only write a blog when it suits them. This doesn’t sit well with building a group of followers or new base of customers. Instead of panicking over writing one a day or even one a week, allocate time once or twice a month to sit down and write a group of blogs on a given set of topics the meet the criteria we describe in #1 above. In this way, you can get it done while staying in the mindset (or right side of the brain as we often say) without having to overly tax your mind and body.
Most blog tools like WordPress allow you to time release your bog entries. Think about when you would like to tell people about what your thinking and use the calendar tool within your blog tool to set the date.
3. Measure & Modify
Even after creating stunning thoughts and releasing them to the world, many companies don’t measure how their blog is doing. Have you gotten more people to subscribe to it? Have you linked it to your social media sites like LinkedIn to redistribute it and spread the word? Consider monitoring your blog by incorporating Google Analytics into it to measure traffic.
More importantly, have you obtained new customers or customer inquiry from your efforts? Having your sales or customer service associates ask how the client learned about you, or asking an existing customer if why they like your blog, is a start. Making note of it in your CRM system or customer tracking software is another.
Finally, be sure to ask and note which topics have been the most popular. Consider making more blog entries about those. And, for those that haven’t been so useful, ask yourself and current customers why. Remember, it’s a tool and it’s there to help your business grow.