Blogs are short, informative articles that usually are distributed through social media to a targeted audience, such as to a mailing list of customers.
Blogging is a relatively new and highly effective marketing platform that helps build loyalty bonds between businesses and their customers. It both informs and engages people simultaneously by providing value to the business-customer relationship.
Creating Relevant Content
There are essentially two types of blogs. The first is original content that is either created by somebody within the business itself or by somebody hired by the business to provide informative articles for their clients.
The second is blogs that are composed of articles, links, and other content that originally was created elsewhere, such as on another website, in a magazine or newspaper, or a video that was posted online.
Generally, the content of these “secondary blogs” is somehow related to what the company does or the types of products it offers. For example, customers of a local car showroom might receive both original blogs as well as blogs that contain promotional videos from the major car makers.
Why Customers Want Blogs
People are typically highly open to receiving and reading your business’s blog posts because they perceive it as receiving something of high value for nothing. Customers don’t pay for blogs. They are simply something they receive if they opt-in by giving their email address, cell phone number, or other contact information.
While the customer’s investment is minimal, the return from the business is high. Blog postings can often provide helpful and useful information they can use immediately in their everyday lives.
Low-Cost, High Value
And the benefit to businesses also is high. Blogs not only make customers more loyal to the business, but they also can occasionally include promotional offers and information that can lead to short-term future sales and a longer term relationship with the customer.
If your business doesn’t already provide its customers with regular blog postings, it’s something you absolutely should consider.