This is the third installment in my series, Seven Reasons Your Business Needs a Blog. The subject today is: Using blogs as marketing tools.
Blogs are “soft-sell” machines. The language is informational, not promotional. It’s saying, “I just wanted to give you a heads-up.”Why the distinction? Blogs are considered the last form of honest advertising that exists. Really. Blogging’s history has its roots in honest, authentic, personal transmission of information. Not “sales talk” or “marketingese.” To come across sounding like a pitchman will only win you enemies, not friends.
While I realize the market you’re trying to reach is not bloggers, keep in mind more and more people are becoming blog-savvy.
Blogs are more relational marketing tools and less direct response tools, though that is changing now as well.
The beauty of blogging from a marketing standpoint is that it allows the customer to get to know you on a personal level, which engenders a sense of trust that you are what you claim to be.
Building a relationship like that takes time. Nevertheless, all the while the customer or prospect is getting to know you, in a manner of speaking, you’re “selling” them. You’re just not hitting them over the head with a sales pitch.
Instead, you’re talking from the heart and shooting from the hip. You’re speaking with passion and fervor about your business and its offerings. If you’re good, you are also mixing in a little entertainment value and humor, making the blog not only informative, but fun.