People love stories. Every civilization and culture that ever left its mark on history was built upon and fuelled by the telling and sharing of stories. Look at the most popular social media, movie, sports or musical icons that surround our lives today, and you will see stories. It is far more than their performance that grabs the public’s attention. Their followers and fans want to know the person behind the brand. They want to turn the pages of their story.
Discovery is better than bore, and real lives say more than unproven promises
That’s why blogging is such a powerful tool in marketing. It’s the softly, softly insight into the heart of a business or individual. No matter how good the offer, in an advert or a piece of marketing, the inkling lingers in a buyer’s head that there might be a catch. The proposal could be a genuinely good deal from a company that will deliver outstanding service. If the company has ambitions to build ongoing relationships with its customers, you would hope so. But it’s still just a ‘deal’ until a conversation takes place. Only when engagement starts can trust begin to grow and the first-time-buyer blossom into a regular customer.
I am not saying blogging is the only medium for building a customer relationship. Of course, it isn’t. You must develop multiple pillars of communication. Without question, the essential trust-building vehicle is delivering consistently outstanding service. Following this, you should and ‘talk with’ and ‘listen to’ your customers regularly. Nothing compares to those fundamental things for building customer service.
But I do believe (in fact I know) that regular, engaging, informative, helpful and friendly communication builds trust and confidence with prospects before they become customers. And it helps to maintain relationships with those happy customers who you can’t call up each day. Blog posts work because they do not sell (at least they shouldn’t). Your posts should be open, informal, unobtrusive, instructive, informative, friendly and personal: Simply there to help. And, if you can make them entertaining, exciting and irresistible, at the same time, you might just be on the way to building a lifetime relationship with words.
The complete picture and the perfect pitch
The other side to blogging, of course, is that Google is obsessed with fresh content. Whenever you post a new blog or engagement article on your website, LinkedIn or other platforms, you are waving a little ‘look at me’ flag to Google’s little searchbots. If you can seamlessly combine these two skills (engagement and SEO), you will have the created the perfect foundation for any future marketing effort. Yes: Blogging helps ordinary marketing too…
The facts are that when you blog regularly (and well), the following things happen. The chances of your prospects finding you significantly increase. Those who already know, like and trust you are more engaged and likely to share your message. And each time you add extra content and develop your blog strategy, you will strengthen the foundations of your brand; creating value and building trust.
Don’t let your message drown in direct marketing without a firm foundation!
The very best thing about effective business blogging is it is so easy to do. All you need is a touch of discipline, a strong content strategy, and a straightforward process (good habits), to make it work smoothly. That way, you can blow other marketing out of the water an create a platform upon which your direct efforts are more likely to float.