Gone are the days when online portals sought customers’ attention with the same cold, harsh spiel that sounds more like an advertisement rather than a conversation. For most brands, content has been about increasing sales and bringing in new customers, but today’s customers demand information that is more personal, tailor made and a little less like a sales pitch.
Why blog?Brands are often averse to the idea of using blogs, as they can be work intensive in comparison to other social media platforms like Twitter or Facebook. However, there is a lot of evidence in favor of blogging as a medium to increase customer engagement, Hubspot’s 2014-2015 “The State of Inbound Marketing Survey” found that marketers who have prioritized blogging are “13x more likely to enjoy positive ROI”, and have acquired a steady flow of new customers from a blog-generated leads.
Having a blog can set you apart from your competitors, by giving your brand a well-defined personality that can bring your trademark to life! The marvelous thing is that a blog provides you all this at a very low cost that benefits you in the long run. This is helpful especially when you are a bootstrapped startup that doesn’t have a large advertising budget. A good blog can provide you with a platform to tell your brand story in the way you want to tell it; while having full control over your brands reputation. It is also a great interactive tool for customers who are constantly looking for interest based information.
Blogging effectively While most startups find it easy to set up a blog, knowing how to effectively plan and post good content will be the deciding factor in whether your blog is recognized or is ignored. Here are some steps to get you off to a good start!
No matter what type of brand you plan to start up, you can always benefit from the SEO thrust a blog brings with it, whilst expanding your network and influence among your target customers. As a startup, you want to “own your expertise” and the best way to do that is to consistently blog about it. It will help you explore your own business from a different perspective, the perspective of your customer and understanding your customer better can only help your engagement with them grow by leaps and bounds.
So regardless of what your plan is for customer engagement in the future, remember that a little bit of blogging can go a long way.