Blogs are phenomenal search engine optimization (SEO) tools. For some companies, that is reason enough to start blogging. But even more important, blogs open up a whole new channel of communication with your customer--a channel potentially more powerful than anything short of face-to-face conversation.
Why do customers want you to blog?
1. To get the straight story. Blogs should be personal, honest, and open. If you avoid ad-speak and tell it like it is, customer confidence and trust will grow and grow.
2. To hear it from the top. Blogs written by top executives draw a big crowd. GM FastLane, written in part by GM Vice Chairman Bob Lutz, has vastly improved GM's image and customer relationships.
3. To hear from the rank and file. Blogs written by everyday staffers sometime become incredibly popular. Customers often relate to them better and find their content more relevant than what they hear from "management" or through advertising channels. Sun Microsystems CEO Jonathan Schwarz not only blogs himself, but encourages Sun employees to blog as well. Thousands do.
4. To talk back. Blogs are conversations. Let customers ask for help, suggest, and yes, even complain. When customers leave comments and get a response, they feel involved. Important. Listened to. It's a big improvement over a "we talk, you listen" advertising/PR approach.
5. To learn. What new services do you have? How have you improved old products? Why did your prices go up? What's going on in your industry? What do you see ahead for business? If customers can find all the answers on your blog, they'll keep coming back, or better yet, subscribe.
If your business is built on relationships (and what business isn't?), blogging will take them to the next level. Throughout August, blogs will be the theme. Please check out our new article for more on blog basics.
