What if you really want a company blog, but fear your customer base isn't reading blogs? One thing I wouldn't do is give up on the idea, because even if today's customers aren't following blogs, tomorrow's customers will be. Here are some ways you can draw your customers into conversations on your blog.
1. Become a blog evangelist. Whenever you have an opportunity, talk to your customers about why you have a blog and how it can help them.
2. Display your blog URL off-line everywhere--business cards, letterhead, proposals, invoices, newsletters, e-mail signatures, storefront windows, etc. Repetition makes the message stick.
3. Develop a tag line for your blog that describes its value to your customer. Make the tag line part of your off-line messaging as well as the URL.
4. Send customers e-mails with links to specific blog posts they may be interested in, and invite them to comment.
5. Write a post on a specific product or service issue, soliciting customer input. E-mail a link to the post to your customers and let them know you really want and need their help.
6. Interview a client or profile their company. Besides being flattering, this will arouse interest within the client's company (thus attracting other readers) and give them material for their own marketing and public relations.
7. Offer e-mail subscriptions. Not everybody understands RSS feed aggregators. Again, invite customers to subscribe via e-mail in an e-mail and/or a postcard mailing.
8. Publish content that is informative, relevant, and begs for conversation. In the end, solid content is the only way to inspire readers to come back.
9. Be persistent. Don't get discouraged if your blog is not an overnight success. Few marketing programs are. It may take many repetitions before your blog message takes hold--but eventually, it will.
(This post is part of ProBlogger's 31 Days to Building a Better Blog project.)
