Grow your business blog, build an audience, convert prospects. Here are a few tips.

Posted: March 24, 2011 in Uncategorized
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Good content is a good draw

Cindy King at Social Media Examiner passes along useful suggestions from some top bloggers. I’ve cherry-picked and edited the ones here most relevant to B2B companies:

1.  Put on your civilian clothes and visit the blogs your customers and prospects visit.  Often.  And jump into the commentary and conversations.  Add something useful. Not about you, but your professional thoughts on the exchanges they’re having.  Keep your comments non-commercial.  This is not the time or place to flog your gear.  The point is to learn what they’re talking about and offer something of value in return.

2.  Your contributions re the above should be, in part, a microcosm of what you write about in your own blog.  In this regard, your style and tone should be educational, informative and entertaining.  Assume the kind of “voice” that you enjoy reading.  Bores don’t attract a crowd.

3.  Fight writer’s block by remembering the questions you get from customers and prospects.  Use your blog to answer them, conversationally and casually, e.g.,  “A customer raised a good question the other day, one that’s come up before, and I think it’s worth sharing here.”

4 .  Match your reader’s need: what are they worried about, what are they looking for, what confuses them, what frustrates them?  Address these, and anything else you can think of, head-on. People are taking the time to read your content.  In return, give yours to them.

5. Say something they don’t hear from their other vendors.  There are a lot of vendor blogs out there.  Put stuff in yours they only get from you.

6. Same as you do with everything else in your business, set goals.  What’s the purpose of your effort? How much time per day/week/month are you prepared to devote? What’s the priority publishing goal?  The secondary goal(s)?  Get objective third parties to read and react in light of the goals you set.

7. Encourage your readers to interact with you.  Ask them questions.  Solicit their feedback.

8. Put your subscription box right up front.

9. Think like a publisher, not a vendor. Make it worth the reader’s while to spend time with you and subscribe.


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