A blog as a sales tool

Michał Lisiecki   Sell it in English 7/2019 On-line only
Blogs have long been tested as a tool for reaching new customers. If your company doesn’t have a blog yet, it means that you’re either looking to get rid of customers, or that many people who might buy something simply don’t, because you don’t provide them with the right reasons. Running a company blog is a cheap and effective way to acquire new customers.

People increasingly look for information on the Internet. Many use online forums and social media to ask questions like ‘How to do ...?’, or ‘I am looking for a specialist in ... Can you recommend someone?’. Regardless of the industry you work in, you can redirect some of these queries to your company website using a blog, helping you convert people whose problems you can help solve (be it a leaky tap, choosing an investment, organising their time, etc.) into your customers. All this with the help of a blog. If you provide your readers with valuable information, they’ll mention you, share your posts, and recommend you as an expert in your field.

Where to start?

You don’t have to be a master wordsmith to run a blog, though having a good writing style can be a big plus. For starters, think about and write down all the ideas for blog posts that come to your mind. Internet marketing specialists claim that if you can come up with 50 topics, you can start a blog, because these 50 topics will last you about a year - assuming you write a new post once a week.

What should I write about?

If you sell financial products - write posts about investing money and navigating banking intricacies. If you’re in the construction industry, you can write about how to recognize good quality building materials. I know of a mechanic who offered his readers solutions to unusual automotive problems - for example, how to change a wheel when you don’t have a jack. The more practical the advice you publish on the blog, the more you’ll attract potential customers and, as a result, build the image of an expert in your field.

Avoid writing about your successes and patting yourself on the back. Remember that blog readers are looking for answers to their own questions and problems. It’s worth observing relevant groups on social media or internet forums and spotting the most frequently asked questions. If you find something you can help with - you have a topic for a blog post. It’s also good to follow current events in your industry and describe them in the context of how they may affect your readers. In this way, you show readers that you stay up to date, which builds your authority.

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