A first rate business blog has become increasingly important to establish a strong, online presence. According to some companies, their business blog is their single most important inbound marketing tool. Whether you choose to provide your own content or have someone write it for you, industry professionals suggest five things you should definitely know about your customers before starting your business blog.
1. What is the primary demographic?
You can’t manage what you can’t measure. When writing a business blog, knowing your audience is crucial. Try including an interview with one of your suppliers or customers as a way to encourage feedback. This can help you get an even better idea of who your customers are and better still, which ones are reading the blog.
2. What do they buy from your company?
Blog content should be focused on your company’s most popular products or services. Knowing what they buy means knowing what they like and what they want to read about. In most small or medium companies, a small handful of products or services are responsible for 90% of sales. Posts don’t need to always be promotional, but they should be informative. Perhaps helping them to use a product more effectively, choosing between popular services offered, or even a guest post from an industry expert.
3. How do customers find out about your company?
Knowing how customers find you helps you find your customers. Focus on the top three ways you’ve been found. Try using those methods to direct potential customers to your blog. A customer who is shopping could be won over by an interesting, topical post.
4. What are the top questions, complaints or requests your company gets from customers?
This information provides great subject matter for your initial blog posts. Turn your FAQ page into a more valuable and useful resource for your customers. Go narrow and deep with the content instead of broad, general topics. Acknowledging customer concerns in a blog shows it’s a priority for the company.
5. What are your company’s customers interested in besides your products or services?
Keeping your blog interesting year after year is dependent on this tip. Posting video, current events, and seasonal related topics are great, but should always be based on your customers other interests. Fresh content will keep readers engaged, and more importantly, will keep them coming back to your site.