Using Blogs to Engage with your Customers

Using Blogs to Engage with your Customers

Last week the Rosco blog detailed the importance of regular content updates on your small business site. It is impossible to overstate the importance of this, and this week I will run through perhaps the best way of achieving this – the blog.
 
Yep, what you’re reading now is one way of ensuring that new original content is regularly streaming onto your site. But it’s also much more than that. We have already talked in depth about the technical benefits of blogs and how they improve SEO, but it is important to emphasise how blogs can engage with your customers.
 
In order to engage properly with your customers through a blog is important to not over-promote your company. It should adopt a relaxed and informal tone and perhaps give the feeling of a ‘behind the scenes’ glimpse of your company and the industry itself.
 
Remember that people are, quite rightly, cautious about conducting business with an online company they perhaps have not heard of before, so the blog is your opportunity to present your personality and show transparency. It should also flesh out some of the features and claims you may have made on the homepage; what is the importance of the services you are offering to the general public, tell people about your new pricing policy and why you chose to do it.
 
Another great way of writing a blog is to link it to topical events. Has something related to your industry hit the headlines recently? If so, blog about it. By doing this regularly you will begin to show potential customers that you are something of an authority in your industry and keep up-to-date with events on a local, national and international level. All the time you are doing this, you are projecting a human element to your business, making you more approachable to customers. Give free advice to your customer base, prove your expertise and knowledge of your industry – doing this generates a feeling of confidence and demonstrates you are happy and willing to help.
 
One word of caution, however, is that if your spelling and grammar is not up to much – and be honest with yourself here! – then make sure someone who has the necessary skills checks it over before it is put on the site. It doesn’t matter if you are not a Pulitzer Prize-winner in the making, as long as you are capable of conveying your knowledge and enthusiasm clearly.
 
A couple of other websites that offer excellent advice on blog writing are:
 
PR Blogger – How to Write Great Content
 
About.com – Writing a Blog that People will Read
 
Rosco Digital Media don’t write blogs for customers (yet!) but we have the experience to help our clients make an informed decision about whether a blog will benefit a site, and make sure all the necessary software is in place to get you started. Contact us today for more information.
 

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