Blogs are not just for individuals — they can be powerful business tools. Successful companies and small businesses use blogs to promote brand awareness, and generate loyalty and sales. From telling stories to sharing ideas, a blog can attract more customers by helping visitors better interact with your company.
Here are five easy ways to get the most from your business blog.
1. Create Non-Sales Content
Your business blog content should focus more on issues related to your business and less on direct sales. The email newsletter company Mail Chimp's blog features posts and tools that spotlight how users can create effective content. Mail Chimp's blog is publicly available, and only a handful of posts actually include sales pitches or information about product releases.
The content is simple, relevant to what the company sells and includes information that users want. The blog might lead potential customers to the company website, even if they are not familiar the brand.
2. Showcase Interesting Brand and Product Images
Customers want to see what you have to offer, and a blog is a great outlet for showcasing product images in real-world environments. Use posts written by your team, photos from customers, and your own photo gallery to present products in as many ways as possible. Beauty company Julep's blog features user images of new products and ideas for using Julep’s line.
What makes Julep's blog successful is that it is highly visual. When customers can see a product, they are more likely to engage with it and that can lead to brand awareness and sales.
3. Create a Relationship
Even some of the largest companies use blogs to build relationships with customers and employees. A blog can help create connections by letting people know what initiatives are in progress and how to engage with the brand. Coca-Cola’s Unbottled blog features inspirational stories about the company's activities in the community. It builds the brand with user interaction and by showcasing employee stories.
An engaging business blog can create a sense of connection with the brand, even for readers with no direct link to the company. Creating that kind of relationship builds customer loyalty, sometimes even before a purchase is made.
4. Tell a Story
People connect with stories. The Humans of New York project shows what great, even simple storytelling can do. What started as a blog featuring stories and photos of individual New Yorkers has exploded into a national phenomenon and a book deal.
You can apply the same storytelling techniques to your business blog. What makes your business special or unique? Who are the people behind the scenes? Tell your story in a way that creates emotional connections.
5. Create Culture
Your business blog should have a brand identity that people want to associate with. What image, tone or idea best represents your company? Fashion retailer ModCloth is creating a lifestyle site for shoppers. The blog features witty and culturally savvy content that appeals to the company’s target demographic. Everything about the blog is trendy, just like ModCloth's customers.
By creating a targeted and brand-specific culture, your business blog can form a direct connection with the market you want to reach, helping bring more customers to your door.
Photo Credit: Markus Spiske/Creative Commons