Did you buy it because of a blog?
Every now and then I receive an email from Zim from Travel Noire with some amazingly adventurous/relatable/thrilling story of what’s currently going on in her travel life. She typically starts with a story that most every day readers can relate to: missing a connecting flight, vacation transportation snafus, language barrier run-ins, or failures she’s encountered when launching a new business strategy or trip for her team. By the end of her email, I’m hooked.
Her emails, whether I skim or read in detail (hey Zim, I always go back and read even when I skim-- you’re doing it big, lady) are full of descriptive personal stories that connect me with her. Even though her email campaigns keep her business in the forefront of my mind, it is her business’ blog that pushes me one step closer to paying for her product: the international group trip I never knew I dreamed of! The Travel Noire blog offers an element that Zim doesn’t reach on her own- it offers the vantage point of others which further validates the need to book an experience with her company. Guest blog posts on TN essentially serve in the same capacity that customer reviews would: real stories from real people. According to a survey by BrightLocal, 88% of consumers trust online reviews as much as a personal recommendation. Also, 61% of U.S. online consumers have made a purchase based on recommendations from a blog (Source: BlogHer.) Her blog promotes her business with every post describing an amazing experience. Her blog gives the reader a reason to click on links to her website. Her blog sparks a curiosity and interest. Her blog, every time it posts, gives me one more story to read and one more reason to consider her business. Knowing others have insight to offer is that finishing touch that we need to make a purchase for a service or product, every time.
SEO (search engine optimization) is all the rave but how do you use it to increase your media presence? Blogging is a key component of SEO as it keeps your website content continuously fresh, and if you find a skilled blog writer, they would use keywords and hashtags to help build your SEO. If it’s not SEO, then we notice everyone preaching the benefits of paid social media ad marketing or email marketing campaigns. Those are all great and very effective areas to look into when it comes to marketing however, you can add to that marketing strategy. There is a more personal way to reach your audience. Incorporate blogging and touch them with your story. Blogging connects your reader to your business in a less “corporate” way. Reading about tips for the product, uses of the product, failures and successes, and random blurbs from the writer/business owner keep the reader retained. That’s it-- think of your blog as your retainer! We all like to keep clients on paid retainer but consider your potential clients who read your blog on your exclusive “free” retainer list.
Imagine, if all of this keeps a reader as a potential consumer/client, what would happen if you didn’t have the blog? Your blog is a potential marketing opportunity and ignoring that fact is like totally missing that 61% of your buying population. If your blog doesn’t exist, you could be withholding information consumers need to make their buying decisions. Without your blog, you are solely relying on paid advertising when you could also be providing your consumer base with insights and information that positions your business as an industry leader. Without your blog, you are missing a huge following. Your blog is a working component of your small business’ increased success and we would love to read all about it.
Get to writing folks, your message could be the one thing I need before purchasing. Like, how cool is it to hear someone talking about your business and they say “yea, I bought it after reading their blog.” Whew- that must be fulfilling. Yes, it can be an overwhelming task but if that's the case, check out how Jali can help with your blogging needs. Start blogging or continue blogging and let your story serve YOU!