I walked out of the electronics store fuming. Why did the salesperson think he could bulldoze me into buying an enormous TV– not a specific one, but any of them?
Instead of the generic hard sell, what if he had bothered to walk me through a checklist that narrowed my choices? Or asked me a few questions and created a customized list of the best options for my space, budget and viewing habits? Really… what if he had helped? I would have felt served instead of pressured and might have bought.
“I’m the decider.”
You can bet I’m not the only one who wants to make my own buying decisions. Ever notice that if you push someone to buy they resist? But if you help someone understand your product and how to apply it to their situation, you’ve gone a long way toward establishing credibility and trust.
So, how to create and maintain a respectful interaction with our customers? How about information marketing… When you provide answers to questions, guidelines for choosing or directions for using, people naturally think of you when they’re ready to buy.
You can offer that help on your website or blog, through webinars or podcasts. Or check out designer Chuck Green’s ideas on how to give your customers the information they’re looking for. You’ll sell more and look like a hero to boot.
I hear you saying, “I’m too busy to read a blog, let alone write one.”
But don’t worry. Since you’re already an expert in your business niche, you’ll need less preparation than you think. Simply keep an eye out for blog topics as you go about your usual activities and your posts will practically write themselves.
Give ‘em the scoop
So do your thing – read your favorite industry publications, attend trade shows and assist customers. Then take a moment to write about what you’ve learned, presenting it in clear, customer-friendly language. This specific, relevant information is exactly what customers and prospective buyers are looking for online, and they’ll recognize your blog as a goldmine.
Try these ways of squeezing some juicy posts out of your routine:
· Comment on an industry-related news article and add a link to the original piece
· Tell the story of how your company solved a client’s problem
· Summarize trends you spot at a conference or trade show
· Post a customer-focused checklist or roundup of how-to tips
If you get stuck for a topic, your customers will likely have a few requests. You’ll also find plenty of blog support online, such as 101 Great Posting Ideas.
Are you a holdout like I was? Have you waded through too many blogs that veer off-topic and wander into “so what?” territory? Here’s why I finally jumped on the blog-wagon. I realized that, when done right, a blog is a win-win proposition. It gives customers what they need to make good buying decisions and provides the blogger with a supercharged communication and marketing tool.
Serve your customers
When you have news or tips to share about your product or service, blogging is an easy, accessible way to get the word out. No need to wait for your next newsletter issue or save a batch of updates to pass off to your web master. Instead, write it up and presto, there it is, online for your customers and prospective buyers to see and act on within seconds. How’s that for instant gratification?
Boost your Internet rankings
Here is a juicy fact. If you craft an information-rich website and update it often, it will climb higher in the Google rankings. So try the hassle-free way to get a boost in the search results – by linking your blog to your website. Every time you post an entry, you’re adding to the wealth of content on your site, telling the search engines, “hey, here’s something new,” and adding keywords that help you get found.
Build relationships
You’ll create deep customer loyalty when you offer valuable information and show you care by asking for feedback. Let’s face it, people want to be heard. And through your blog, you can provide a forum for your customers to respond to you and relate to each other.
OK, so blogging is good idea, but how will you ever find time to do it? Stay tuned, and we’ll cover at least three ways to produce great blog posts in less time.
