You may not realize it, because maybe the product you’re selling is actually the cure for cancer. And golly, no tongue-in-cheek here, that’s a really important product. So what happens if you set up your website, which is essentially hanging your ‘OPEN’ sign in the window, maybe even plugging in a neon-light version that flashes on-and-off…. but you’re on a dead-end street with no traffic passing by and no one ever sees your sign. And no one ever buys your cure? That would be a tragedy!
Blogging is one of those ways to not only generate that initial traffic, but also to keep the flow coming.
When you write about topics that are relevant to your site and it’s viewership, you are certain to hit on keywords every time. The more times you blog about these topics, the more SEO points your site gets and the higher ranked you will be in searches. You don’t just want the die-hard internet-goer to find your site, you want even those who only choose options from the first few pages to see what you have to offer.
Your topics matter, your content matters, but the way you engage your reader will be the key factor in every post you write. You don’t want to be a guru sitting on top of a high mountain, you want to be the person with a kind smile sitting in the Information Booth, ready and willing to open the lines of communication. Pay attention when your readers leave comments and ask questions. Just because they comment on a post you wrote six months ago, doesn’t mean it isn’t their first time reading it. Be sure to respond in a timely fashion, especially if they are asking a question!
If you can’t commit to blogging, because you’re too busy running your company, perhaps it is time to hire someone to do it for you. There’s nothing worse for sales than having an active website with an inactive blog. If your last blog entry was two years ago, you can rest assured that any potential customers are going to think you’ve packed up shop and moved elsewhere. New content on your front page won’t be followed by a date in the same way that your blog posts are. You need to let your client base know that you are here now and you’re going to be here when they come back.
There’s no chit hanging over a doorway in a shop on the main stretch. There’s no highly-trained sales clerk to engage the walk-ins and up-sell them on their initial choice. Many people find the web to be a wonderful reprieve from the pressure of these sales clerks. But that doesn’t mean they aren’t still looking for a personal touch. Your blog is the way you bring the human factor to your site. Let your users know that you care about your product and they’re likely to become repeat customers. It’s a win-win situation for everyone involved.
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