There are many reasons to start blogging. When done right, it can provide value to your organization and more importantly, your customers. However, don’t be fooled into thinking that this will work overnight. Blogging is a long-term strategy that will help your brand exponentially engage with and convert prospects.

Create Brand Awareness

Many brands struggle to reach new audiences and often times resort to cold contacting methods or costly ad campaigns. That’s not to say these methods don’t work, however, there is a significantly easier and cost effective approach. It’s called social media (but wait, I thought this was about blogs?!).

That’s true, but social is a powerful promotional vehicle you can use to drive to those new audiences. Your blog is the content that will increase visibility and provide an opportunity for prospects to engage with you.

Drive Users to your Website

The problem with social media is that you have limited control over the platform you are using. LinkedIn recently changed their desktop format. Many users are now up in arms; limited in how they can research markets and engage with their audiences.

Who makes all the decisions about your website? That’s right, you do. You have full control over your website, its content and how prospects interact and engage while there. If there is a better way to convey your message, make it so. If your customers liked it better the old way, change it back.

You control what is seen. But most importantly, this will increase exposure of your company’s offerings and help prospects get to know you better.

Thought Leadership

Blogging allows you to showcase your work and expertise. Answer questions your customers may have or start a conversation in the comments section. It is a great way to position your brand as an industry leader.

Make sure to leverage the subject matter experts within your organization; the people that are hands on with your products or services or even helped develop them. Tap into their wealth of knowledge, they will be a great resource for educating customers.

Build Trust & Leverage

As your blog grows, it will become a resource library for customers and prospects. They will value your content and rely on your expertise. Educate them so much that they start to feel guilty for not giving you their money. Believe me, they will want to.

As a proven expert, they will trust what you have to say. Engage with your audience as much as you can. Respond to their comments and cross-promote additional content, share personal experiences and outside resources. Build meaningful relationships that make them feel inclusive of your brand.

Related Article: 3 Steps to Brand Transparency

Collect Subscriptions

If you have made it this far, you won’t have customers, you will have fans. Be sure to collect email addresses and build your subscription list. Subscribers are a powerful asset in your marketing arsenal – a list of people who have literally said, “yes, please send me that email!” A contact list that will provide you with the open rates you have been dreaming of.

But this can be a double-edged sword. Do not take this permission lightly. You have been given the permission to engage with their inbox. Your communications need to provide even more value… always. Make it unique. Content that can’t be found elsewhere; make them feel special.

Ready, Set, Start Blogging

Awareness, leads, engagement, and customer conversion!? – If this isn’t enough to convince you to start blogging, then I don’t know what will be. Today’s buyers are savvy, they are doing their homework. If you are not providing value, someone else is. Be the one your customer is just dying to throw money at. Otherwise, it’s see ya later Mr. Customer.

Happy blogging!

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About the Author:

Dan Mott is a content marketer and brand strategist with a passion for building and growing businesses. As a Cisco Partner Marketing Manager, Dan works with Cisco resellers to consult them on their marketing strategy from planning through execution. For more of Dan’s opinions and expertise, follow him on LinkedIn or Twitter @iamdmott.

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