Helen Savage, copywriter to the glazing industry, talks about the importance of making a connection with potential and existing customers and explains how business blogs can build trust.
There are very few products that can’t be bought online these days, but wherever we make our purchase, people still matter. Of course, we all buy from the faceless international conglomerates for convenience sometimes, but when it comes to higher ticket items or personal gifts, we often look to buy from people face to face or research suppliers online to find someone we feel shares our values. People buy from people and brands they trust, which is why business blogs can be incredibly useful in helping companies make a connection with their audiences.
Let your online personality shine!
So, how can companies portray their personality online to attract more enquiries and ultimately fill the order book? Most websites will have an ‘about us’ section that lets us know when the business was established and what the company ethos is, but there is limited space to capture the attention of their online visitors, and probably little reason for readers to revisit the page another day.
That’s part of the reason blogs are so popular. In addition to the proven SEO benefits, a well-written business blog can give your website visitors a more in-depth insight into your values, beliefs and culture. With the opportunity to write about lots of different topics and issues connected to your business, a blog allows you to show off more of your personality over a prolonged period.
Endless opportunities
Unlike other marketing outputs, which all have their place in the marketing mix, business blogs provide companies with endless opportunities when it comes to subjects to talk about. Your imagination is your only boundary. There is no word limit, no maximum number of posts you can publish, and there are no rules about what you can and can’t talk about. Of course, it should always remain professional because you want to create a good impression, but business blogs allow a little more freedom than other marketing tools.
A good business blog will in fact cover a multitude of topics from commentary on news reports, such as conservatories hitting the headlines for supposedly de-valuing homes or how the construction sector is faring in the current economy, to sharing behind the scenes stories such as charity events staff are partaking in, or ‘a day in the life’ of various members of the team. A good mix of opinion pieces and personal stories will give web visitors a good feel for the kind of company you are.
Building trust and authenticity with potential and existing customers has never been more important and is a requirement that will only gather more momentum. Businesses that blog regularly, have an opportunity to share more of their personality and create a connection that sets them apart from the competition.
If you’d like help writing your blog, visit www.blogwrite.co.uk for more information.
