You may wonder, what’s the point behind a blog. It does not appear to be a direct marketing effort like email or direct mail campaigns. As a matter of fact, it can seem like a lot of work with a questionable payoff. However, blogging is a terrific and critical complement to your direct marketing campaign efforts for a number of reasons:
- It’s a softer sell – Blog posts are meant to be educational or informational. You’re giving your readers a look into your area of expertise, providing them with tidbits of information very useful to them, which will lead them back to your site to find out what you have to say next.
- It positions you as an expert – While there may be many others who do what you do, they are not you! As you continue to blog, your readers will look to you as the expert in your field and naturally come to you when it is time to purchase.
- It increases your search engine ranking – Update content on your website, sprinkle it with hard-hitting keywords, and you’ll find yourself quickly rising to the top of search engines when a potential customer searches online for your services.
- It creates a buzz about your company on social media – You write a great blog post. You share it on your Facebook page. One person sees it. She tells two friends, who tells two friends, who tells two friends…you get the idea. Blogging will get your company’s name out there, just by posting them to your social media feeds.
- It is direct marketing – Remember, anyone who comes to your website looking for the services you offer is a potential prospect. Your LinkedIn, Facebook and Twitter followers are both current and potential clients. Your blog allows you to make a direct touch sharing the value of your expertise.
Okay, so there’s still that “whole lotta work” thing! The good news is it doesn’t have to be a lot of work, and the payoff – hands down – is great! How to get started? Here are some pointers:
- Don’t be intimidated: Just get started. Think about some of the questions you often get asked by your customers. The answers to these questions make perfect blog posts.
- Don’t make it difficult: Remember, you’re the expert, so you don’t have to do any research to write your post. You already know your stuff!
- Don’t make it too long: Anything over 500 words is probably too long, and you’ll start to lose readers’ attention. So keep it short and simple, better for both you and your readers.
- Do be yourself: You don’t need to wow your readers with big words or industry jargon. Just write in your own voice like you’re having a conversation with a client. This makes the process easier for you, and more helpful to your readers.
Remember, blogging is an important and easy way to complement your direct marketing campaign, and the reward is spectacular!
Now, go blog like the wind!