Connect with your market via your blog
Some consultants, coaches and other expert professionals roll their eyes when I ask them if they blog.
When they answer they are likely to say that:
- Blogging is a bit down-market for them.
- Blogging is for youngsters.
- Blogging is for the “me” generation.
They also often say:
- Blogging is not for professional people.
They then go on to add that they don’t have time for blogging and social media and the like.
Serious businesses blog well and blog often
It isn’t difficult to bring forward evidence to contradict these assertions. There are lots of business blogs out in the world and many of them are very popular.
I’m a serious businessperson and I blog. Well, actually, I’m a serious businessperson and I write articles and authority content.
The articles are blogs, of course, but I call them something different.
It’s relatively easy to convince professional people that they need authority content on their websites. They know that authority content positions them as experts in their niche. They write authority content but don’t realise they are blogging.
Acquiring expert status is important and it helps to make sales. Therefore, an authority blog is a great sales tool.
Blogging solves customers’ problems
I solve problems for customers via this site.
Lots of my business’s customers struggle to establish the value they deliver to their marketplace. In fact, many of my customers are good at what they do, but don’t know how they add value in their marketplace. Thus, they don’t know how to promote themselves and their businesses effectively.
Almost eighteen months ago I wrote a series of articles (posts) about establishing the unique selling proposition in businesses selling complex products or services. Whenever I start work with a new customer I always encourage him or her to read the complete series.
This approach adds value to the person’s learning process.
I’m also solving a customer’s problem via this website.
Blogging helps you to get quoted, get shared, get tagged and retweeted
It’s not what you say about yourself that matters. It’s what the movers and shakers in your marketplace say about you that’s important.
I make a point of writing interesting Facebook updates. I tweet interesting material. I write articles that get shared. (Sometimes this is via social media. Sometimes individuals e-mail links or include links in their newsletters.)
My blog posts are quoted, linked to, tweeted, liked and so on.
As a result, when I go to a business networking event I meet people who say:
“I follow you on Twitter.”
“I have liked your Facebook Page.”
“I liked your article on ……..”
It’s a great endorsement and, of course, other people in the room hear the endorsement. That means I’m already starting to build a relationship with people even before we have shaken hands.
They’re starting to move along the Know-Like-Trust continuum that leads to business. They’re doing that because of my blog.
Blogging helps you to make sales
My website (or blog) is a business asset. It’s worth the time I spend on it.
It helps me to make sales, and that means that my business is more likely to profit, survive and grow.
What do you think?
Do you consider your blog to be a business asset? Let me know in the comments section or on Facebook at:
Social Media Success Community
If you like this post please tweet about it using the hashtags:
#startup
#smallbiz
#entrepreneur.
You might also like to read:
One simple thing consultants can do to grow their business faster
Are you selling a complex product or service?
About Margaret Adams
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