SMALL BUSINESS OWNERS – 5 SECRETS TO USING YOUR BLOG AS A SALES TOOL
October 18, 2011
Small business owners are either not using their blog effectively as a sales tool or are trying to use it exclusively as a way to sell, sell, SELL! The following secrets should help you maximize your blogging efforts in a way that actually draws customers to you and not sends them running away screaming.
SECRET # 1: IT’S ALL ABOUT THEM.
Focus on what they would like to know. Educate them and help them improve their lives. I like to make sure that I have “paid” them for their time by offering something that they might want to know. I search for a some juicy little tidbit that I know is valuable and they can use to run their business better.
SECRET # 2: WRITE THE BLOG WITH A SPECIFIC CUSTOMER IN MIND.
You’ll rarely motivate a customer to buy unless they feel you understand them, their day-to-day lives and the problem they are facing. The best way to do this is to think about a specific individual, that is representative of a segment of your market, and write as if you were writing personally to them. What can you do to help them? This will take away the tendency to speak broadly to everyone at large and bring it right to a person with a problem who needs a solution.
SECRET # 3: MAKE IT EASY ON THEM.
Conduct research, talk to professionals and reach beyond your immediate network. To be truly successful as a small business owner, you might want to think of yourself as a information gatherer. I see myself as a knowledge generator and my business as an information clearing house. The more useful knowledge I can collect and distribute the more valuable I become to everyone, not just my clients.
SECRET # 4: PROMOTE YOUR BLOG, YOUR COMPANY AND YOUR WEBSITE.
There’s no shame in self promotion. Unless you’re marketing yourself aggressively, you won’t seem able to help anyone else either. Unfortunately, no matter what business you are in, you’re really in the marketing business.
SECRET # 5: NON-STOP SALES IS A NO-NO!
Despite popular advice, it’s not a good idea to offer your readers a steady diet of info about your products. Yes, they might like some information about them, how to best use them and what’s new in your line up, but offering post-after-post that is focused on what you have to sell is a bad idea. If you concentrate more on them and the real value you have to offer, you’ll be much closer to a sale and possibly a client for life.
BONUS SECRET: THIS MAY BE THE BEST ONE YET.
As a small business owner, you have a funnel of prospects. at varying degrees of readiness. The best way that I’ve seen to use your blog is to actually market to the people in your funnel. Think of your blog as a way to highlight their challenges, offer the solutions (briefly) and highlight the result of working with you. It’s a good idea to offer few details and focus on an optimal outcome. This will allow you to deliver valuable information, them to absorb it in a non-threatening way, leaving your prospects to digest this information at their own pace.
This technique also allows other people who should be your client to be drawn in by reading as well. You can actually touch more people without more effort, which is a good thing.
Keep in mind that many people are silently sitting at their computers, gathering information without us ever knowing about them. They spend copious amounts of time, reading, analyzing and comparing. Our job is to give them the value without knowing who they actually are. If we’re presenting useful information to an audience we know well, namely our own, we should be able to attract others like our customers, thus attracting more people into our funnel and driving our business forward.
I hope you have enjoyed this post. Please comment and let me know what you think. I welcome your questions. Thank you.
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