Posted on 31 March 2008 by Russ
I have been preaching the benefits of blogging for some while now, and I hear a lot of people say that blogging is not right for their business. A lot of people see blogging as a too personal and not professional enough for their customers. I have insisted that they are wrong, but to no avail. So I spent some time studying business blogs and some of the advantages. Here is what it all boils down to:
“People buy from people they like” right? Having a blog is likely the easiest way for your customers to get to know you and the people who work in your business, and is a very easy way for you to build more rapport between your company and your customers.
How is that you may ask? Well, I read a report called Tips for Successful Business Blogs
Where they reported some characteristics of successful business blogs. The data was gathered from “selected blogs from Adobe, Marqui, Microsoft and Stonyfield Farm among others.
After doing all the interviews, the research team identified five factors for success.
• Culture: If a company has particular cultural traits worth revealing or a bad reputation it wants to repudiate, blogging can be an attractive option.
• Transparency: Critical to establishing credibility and trust with an audience. People want to see an honest portrayal of a company.
• Time: It takes a lot of time to set up, research and write a quality blog. Companies need to identify a person who has the time or whose schedule is freed up to make the time.
• Dialog: A company’s ability and willingness to engage in dialog with their customer base about topics that the customer base is interested in is critical to its blogging success.
• Entertaining writing style and personalization: A blogger’s writing style and how much they are willing to reveal about their life, experience and opinions brings human interest to a blog, helps build a personal connection with readers and will keep people reading.”
All of these things contribute to building rapport with your customers. If your customers get a sense of the culture of your business, and they like it, they will feel more comfortable buying from you. If they sense transparency they will have a greater trust in your company, if they know that you or someone at your company cares enough about them, to invest the time, in well researched information on your blog, they will appreciate it and be more emotionally invested in your business. If they engage in a dialog with your company regularly, they will not only have a better understanding and sense of ownership in your company, but will be more likely to spread the word about your company. And finally if they are entertained by your blog, they are more likely to visit it frequently, which is surly better than if they did not.
ho qualifies for a business blog? Every company, big or small, public or private is a good candidate for a blog. In fact, many large companies are now turning to blogging as a key marketing initiative and are investing more into their blogs. In addition to the benefits listed above, a blog is also a great way to drive more traffic to your company website. For more information about starting your business’ blog, contact RF Web Studio or your web developer.
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