Every morning I ask my fiancé 'Honey, what's the traffic like?' we live in the outskirts of Brisbane so the answer is usually something sarcastically along the lines of 'Fine babe, until you hit the highway'. So, why do I ask the same question every morning, even though I get the same sarcastic answer? It may be because I'm hoping Brisbane roads have miraculously moved into the twenty first century overnight (wouldn't that be nice), but no, it's because I am human, which means I am shamelessly a creature of habit.
So, what does my traffic frustrations have to do with blogs?
The answer lies in the heart of my repetitive behaviour. A person who has a defined routine is harder to change than a light bulb without a ladder. Being able to identify someone's routine and advertise to them through it, is a business owners (and marketers) dream. But how do you do this? How do you identify each of your customer's routines and target them on a one-to-one basis?
Answer = Blog.
'Huh?' I hear you ask. 'Isn't blogging just talking about some new fandangle product or just an outlet for people to skite about how much they know about something?'. Don't get me wrong, there are loads of blogs out there that fit that description, but they do not define (nor exemplify) the power of blogging.
So how does blogging help me target my customer's on a one-to-one basis? There are many answers to this question, but let's break it down to the top 5.
1. A LEOPARD NEVER CHANGES ITS SPOTS
Amen. Just like my ridiculous traffic question, people always have their own 'quirks' or way of doing things. Writing blogs allows you to speak about your field/ product or service in many different ways. This means you are putting yourself or your product out to your customer's in a lot of variations. And when it comes to search engine optimisation (SEO) this is the Holy Grail. The more keywords/ terms or buzz words you use to explain your product, the more likely you are to aligning yourself with the different ways people are trying to find you. Ask 5 people how they would search for a lawn mowing service, I guarantee they do it in 5 different ways. Not everyone searches the same.... so we need to allow for this in our SEO.
2. ONE MAN'S TRASH IS ANOTHER MAN'S TREASURE
Think the word 'gnarly' is soooooo yesterday? Guess what, there are a lot of 40 something surfers who would think differently. My point is that even though one term is not appealing to someone anymore, doesn't mean that it isn't appealing to everyone. Blogging allows you to create different topics, which are all essentially about the one theme (your offering). Thus, broadening your web and appealing to all your different types of customers.
3. TELL THE WORLD YOU'RE OPEN FOR BUSINESS
This is a big one. Set and forget websites never succeed. Websites that look 'kept' or tended to have much more appeal that websites that were last updated 'back in 'nam'. Having an updated and fresh website tells your customer's that you are open for business. It also shows them that you are committed to your brand and ready to take their call or enquiry.
4. BE AN EXPERT
Chances are you started your business because you absolutely rock at what you do. You've found your calling in life and you're sticking to it. So, chances ALSO are, you know a lot about what you do. After all, if you didn't your business probably would have failed by now or you would never have decided to take the plunge in the first place. Guess what that means... YOU'RE AN EXPERT. Hooray! Everyone's always wanted to be one of those so congrats. Sharing your knowledge and sharing hints and tips or advice through blogs is something your customer's will genuinely appreciate. It is also more likely to place you as their preferred supplier. Someone who appears to know what they are talking about, is always going to get a vote over old mate with a one line text ad in the local directory (apologise to anyone who has wasted money on those ads).
5. SEO, SEO, SEO
Points 1, 2 3 & 4 all lead to this one. SEO. The internet's godfather. The more relevant content you have on your site, the more discoverable your site will be. Now, don't just think you can copy and paste wikipedia or other people's articles on your site, that doesn't work. The Big Brother that is Google will identify this and actually reduce your website's ranking (nothing gets past them). So, make sure the content you have on your site is original and written in the same style as your brand. The more you invest into your content, the more searchable your site will become and the harder your website will work for you.
There are many, many, many other reasons why your website needs a blog, but the above 5 points are the crux of it. Making a blog page does not have to be difficult or take up a lot of time. There are many ways to get the most out of your blog page without dedicating half your working day to it. Many companies (like us!) offer a blog creation service and there are loads of hints and tips you can get on the web for quickly and easily maintaining your blog page.
Remember, your blog page allows you to create content that will speak to your customers on a one-to-one basis, allowing your customers to find you WITHOUT having to change their routine. Blogs allow you to write about your field in a number of variations, thus aligning your business to your customer's, literally on their terms (see what I did there?).
Want more advice on blogs? Contact Konvert Consulting today at firstname.lastname@example.org.