A weekly blog can be an easy way to build and maintain customer relationships. When you share relevant information about your line of business – trends in your industry, product improvements, or decision making steps – you establish yourself as the expert. Your willingness to share important information “with no strings attached” demonstrates your good will and sincerity to be helpful. Whatever you share must be something of value.
Some blogs will be very specific to the products or services you offer. For example an insurance company may write about the differences and advantages of term vs. whole life insurance. A heating oil company delivery company can write about why it’s important to keep your oil tank full, even in the off-season. Or a family counseling center may write about a particular cognitive therapy techniques and how it works. These product- or service-specific blogs let people know that what you provide in your business has value, and that you are very knowledgeable in that area. You’re not just selling more home heating oil, you’re helping customers prolong the life of their heating system by reducing harmful condensation and corrosion in their oil storage tank
Other blogs may be more general in nature. If your clients are small businesses, tips for running a business more efficiently give value to your customers without “selling” your service. You’re genuinely giving them a boost by letting them know how a workflow process chart can be used to trim costs as an example. That will benefit their bottom line and benefit you by helping to keep a customer in business. If you sell auto insurance, you can blog about winterizing your automobile. While this doesn’t push your product (auto insurance) it does provide a valuable service to your clients. It lets them know you really want to be of help and also keeps your name in their mind for referrals, too.
Then there is the timely weekly blog informing customers and potential customers of coming changes. It may be something like how the new chip cards will affect their sales process, making new equipment purchases necessary. This may mean nothing for your business but the gratitude of the reader. Or maybe you blog about how in 2016, penalties for those without healthcare insurance will rise again, hitting $695 per adult, or 2.5% of income. A family maximum will apply to the per-person amount, but the $2,085 amount will be substantially higher than the $975 family maximum in the 2015 tax year. This serves as both a gentle prod to take action and a reminder that you sell health insurance and can prevent an expensive penalty.
There is also the issue of Search Engine Optimization (SEO) that must be taken into consideration when creating a weekly blog for marketing purposes. While you can drive traffic to your site from social media pages and email links, search engines like Google, Yahoo, and Bing remain the primary means of navigating the internet by the majority of users. The SEO marketing strategy is focused on increasing visibility in organic, or non-paid, search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in the search engines people are using to find you. For example, you’ll want keywords in your title, headers and page content. You may need to get creative so as not to be redundant or make your piece awkward to read. There are other aspects to SEO, too, like the way other sites link to you on the web and site indexing. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand. While most people can understand the basics, the issue of SEO is complex. It pays to use an experienced marketing team of experts familiar with search engine optimization to get the most from your web marketing dollars.
Trembling Giant Marketing, LLC is a team of professionals who are experts in design, copywriting, photography, video production, and web development. Call today for a free consultation!
Trembling Giant Marketing, LLC
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