Todd Martin

Todd Martin

Sales Strategy

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Are You Building Brand Loyalty With A Blog?

October 26, 2012

Unlike other social networking sites, you own your blog. Are you using yours to develop an expert online persona? Here are some suggestions.

No one can tell you which social networking sites will work best for your sales efforts. It depends on your online objectives and your customers’ roaming preferences.

It’s a given that you have a website, a home for detailed information about your company’s offerings, and the place where you transact sales. You may have established a presence on social media sites like Facebook.

But a blog should be a part of the mix. It’s the only place where you control the conversation.

Be the Brand

Most social media gurus agree that a business blog can serve multiple purposes. It can  promote your brand and help you establish yourself as a thought leader in your field. It should encourage relationship-building with your customers and prospects, and it should put you and your company in a human light.

How you handle yourself will constantly reflect on your brand. In fact, you are the brand on your blog. It’s your reason for being there.

Some Basic Ground Rules

As I’ve discussed before, you’re a publisher now. That’s a weighty responsibility. But it’s also a tremendous opportunity. You can shape your blog to be a go-to place for your company’s brand. You want both prospects and customers to think of you when they have a question or problem, when they’ve heard about a new product or service offering, or when they simply want to visit because of the atmosphere you’ve created.

To create a welcoming, friendly atmosphere, one that is both professional and personal, serious and light-hearted, here are five of the best suggestions I know:

Mind your spelling, punctuation and grammar. You know how you feel when you visit a business site and it’s written poorly. If this is their public face, you might think, what’s their private, internal quality control like?

Write like you’re having a conversation with your audience. Address them directly, and try to strike a pleasant, approachable tone. Be the expert, but be humble.

Learn about search engine optimization. I’ll talk about this in more detail in future posts, but you should learn some technical details about how to get higher placement in user searches.

Be a problem-solver. You can get clues about your visitors’ pain points from their online interaction. Sometimes they’ll come right out and tell you – if you’ve established yourself as someone who wants to help.

Minimize the happy sales talk, but use your products to illustrate solutions. I’ve talked about the importance of avoiding sales pitches in social media, but it’s certainly acceptable – advisable, even – to write posts explaining step-by-step how to best use your products. People search for manuals online, and it can be much more productive to get that information in non-technical language from someone they “know.”

More on all of this later. Blogs may be a relatively new sales tool, but they’ve been around long enough for people to know what works.

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