What if you could tell your customers about problems and explain to them in a friendly informed way. Rather than them finding out through the grapevine? Or how about releasing the beta of a new product which your customers already know is coming, have been involved in defining what it is and what it does and have already pre-ordered?
What about showing your customers the different people in your Organisation, what they get up to, the news ones, the leavers and the how they all contribute to your customer magic?
Are your staff upset if customers ring up and argue with them over something that wasn’t even their fault? Does your support cost escalate year on year? Do you find yourself wondering whether this company is a good idea anymore?
Do you struggle to convince your current customers to give you referrals? Do you find sales take a lot of face to face contact. Because your company moves fast does your web site even reflect what you’re all about anymore. Put it this way if you have your team on the site are they still the same people?
If you find yourself in any of those situations there’s a secret that will help propel you out of the rut and into the limelight.
That secret is strategic blogging. I don’t mean, “yeah, ok. Let’s get someone to do a few blog posts every week about stuff to do with our industry, clients and the firm.”
What I’m talking about is integrating your blogging into your business strategy. That means at the high level you’re talking about how you’ll use blogging to achieve business goals.
Blogging strategies could include:
1) A relaxed, informal method of putting the company’s viewpoint from one or more staff using a message that toes the company line but doesn’t constrain the bloggers freedom to make their point.
2) Provide a place on the blog where all issues discovered at customer sites for the products are posted about and feedback provided by customers.
3)Use the blog to ask for ideas to generate new products and services that your current customers might buy from you.
You’re probably thinking, “I’m reading this blog, I can already blog, what’s the point?”
It’s like this…
How many people or businesses started a blog with the intention of using it as part of their overall business strategy? Very few I would suggest. They may have used it as part of what they see as a “marketing strategy.” However, sitting back and thinking the business strategy through with blogging being used as a strategic tool, other than for marketing, is rare.
I originally started this blog because I like helping my clients with tips and strategies. And yet although I’m a marketing evangelist this blog is not constrained to simply discussing marketing it also talks about business growth.