The evidence has shown that having a corporate blog leads to more prospects, leads and customers. The improved search position that you will receive from people reading your articles and trusting in your expertise can boost your sales as high as 70%. However, it is important that you write your blog appropriately to fit the needs of your company and your audience.
Recognize Who Your Audience Is
When you reach out to your customers and clients with a blog, you need to write in the correct style. There are 3 main ways to reach out to your customers: Blogs, White Papers, and eBooks. White papers and eBooks are similar to the term and thesis papers that your wrote in school. Blogs, however, use a much different writing style.
Successful blogs contain a couple of similar features. First, they break down information into easily digestible components. With that come blog titles that are to the point. Your customers are looking for information quickly; don’t deceive them with misleading titles.
Write from the Correct Perspective
The main difference between a personal and a corporate blog is the tense that you use when writing. A corporate blog is from the perspective of your entire company, not you the author. You should never use “I” when writing your corporate blog. People don’t want to the perspective of the author, they want to know the perspective of the company, and the information that it can offer.
When writing your blog, always write from a neutral perspective. Remember, this is a business communication, not a personal communication. There are times when you can write using “we”, such as when describing the corporate culture in a post to increase hiring in your company. Those posts should be limited, though, since your blog is typically an interaction between you and your customers, not you and your employees.
Do Your Research
Your blog is a how you establish your credibility in the marketplace. If you give vague, or worse, incorrect information, you damage your reputation. The biggest issue that people run in to is either using unreliable sources or out-dated information. Yes, it is easy to find information on Wikipedia, but should you really trust information on a website where you can create a page about yourself stating that you won 3 Oscars and Wimbledon in the same year?
Use the links section at the bottom of the Wikipedia page to find the root information from more reputable sources. Any statistical data should be from reputable sources. It is one thing to say that your favorite TV show is the most watched show in the US, but when you can back it up with a Gallup poll and Nielsen ratings reports, then you have credibility.
Don’t Always Sell Your Product
Your goal as a company is to show a need for your service, not to just sell your product. The more knowledge that you show in your blog about what a customer can gain from those products, the more expertise you show. For example, write about new features in cabinets like new colors or storage options, or about new colors or features of countertops on the market; there is no need to push your new sales campaign or include your telephone number after the end of each paragraph.
Leave the selling to other parts of your website, and allow them to tie into your blog. Your blog is a communications tool, not your entire sales force.
Call to Action
In your blog, you want people to reach out to you without it coming across as an over-the-top advertisement. Your blog is about giving your customers a basic understanding of a feature of your company and your expertise on that and in the market, but still requires them to use your services. Reach out to your customers in a way that encourages them to contact you with their specific needs and communicate those needs in language you both understand.
Wrapping it All Up
Writing your conclusion can be one of the most difficult sections of your blog writing. Tie all of your items together in a way that adds value but is not redundant to things that you have already said. Make sure that both your prospective and existing clients have learned something new, and remember to give an additional call to action. If you are having trouble with any of these items, give us a call, we can help.