Why You Need a Blog
Blog, What Blog?
As a business owner, the odds are high that you have some sort of sales page for your product, otherwise you wouldn’t be selling much of it. However, although you probably spent hundreds, if not thousands, of dollars and hours crafting the perfect sales page, I’m wondering if you did the same for your blog? Wait…you don’t have a business blog? Why would you need one, you ask?
Well, for starters if you sell something, be it a product or service, and you don’t have a blog on your site, then you are letting your customers walk out the door. In fact, many of them won’t even walk in unless they see one. The reason for this is because these days, when there are so many other places to buy, having a blog allows you to introduce yourself to your customer as they walk in. Think of a blog as a salesman at a car lot. Although some of them are quite annoying, overall they are there to help you make a decision and guide you towards the car you want at a price you can afford. They educate you and act as a buffer between you and the company.
The Importance of Education
Your blog acts very similarly. It educates people, which is an oft-overlooked part of the sales process. For instance, I’m currently looking at buying boating supplies, such as a VHF radio and a GPS, which I know next to nothing about. The sites that I buy from are those that help me figure out what to buy and don’t expect me to figure it out for myself. Also, if I’m searching for a product, such as a boat radio, my search query will look like this: “best radio for boats.” The results that hit the top spots are those sites that have a blog about how to find the best radio for a boat. I don’t search for Panasonic VHF-U6574 (not a real model) because I don’t know it exists. Thankfully, there are electronics dealers that understand this and guide me towards the right radio for my needs.
As for something less technical, such as a book, a Twitter course, or a consulting package, the process is exactly the same. In my Twitter Rockstar blog, I talk about how people can use Twitter more effectively, some current problems with social media, and issues with Twitter time management. All of these posts explain problems and show how my Twitter Rockstar course can help.
If you are a consultant, posting once a week about a related topic will show your customers that you not only know what you are talking about, but will show them a little bit more about what makes you unique and how your approach can help them.
You Complete Me
Buying is a very personal decision, and anything that you can do to bridge that gap will do wonders for your business. Just imagine trying to buy a car without the help of a dealer…just you and a bunch of cars. The process would be horrible and you’d have no idea where to start. The salesman, just as a blog does, completes the car buying experience.
Regardless of what your product is, consider adding a blog to help educate your potential customers and show them a little bit more “behind the scenes” action. The SEO benefits alone will make it worthwhile. However, just make sure that customers can easily find their way from your blog to the sales page for when they are ready to buy. If you are successful, you’ll lead them down a path like this:
Introduction -> Education -> Solve Problem -> Sell Your Product -> Continue Education
The process is cyclical, so make sure to keep that relationship growing. Many times, your customers become the best part of your sales force.
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