I recently got an email from a blog reader who wanted to know how to get started blogging for his business. However, he had a “problem”… he didn’t have any clients yet.
“How can I blog about problems my clients are having when I don’t have any clients yet?”
This is a surprisingly easy problem to solve with a business blog. I’ve had SEVERAL client begin blogging for their business without a single client on their roster who have successfully used their business blog to land their first client for their fledgling business.
Not having any clients is by far the EASIEST problem a business blog can “solve” for any business. However, there’s an insidious issue which can prove to be insurmountable which business blogging can not overcome. That problem is…
Not knowing WHY people choose to spend their money with your business.
The critical KEY to success when you’re blogging to increase sales for your business is to know WHY people are doing business with your business.
If your product/service is solving a problem – then your business blogging mission is easy. Simply create blog posts which illustrate how your products or services can “solve” the problem. These types of business blog posts are the types of posts often shared via social media sites such as Facebook and Twitter. I’ve even seen such types of blog posts enthusiastically shared via email.
Tapping into this essential business truth is the KEY to business blog success.
Far too often, business owners do not recognize the problem their product or service is solving. When that happens – business blogging becomes foggy – unfocused – and unproductive.
You can’t simply bang the “buy now” drum and expect consumers to flock to your business blog. Business blogging simply doesn’t work like that. Jason over at A Smart Bear writes in his post “Why business blogs should focus on cheerleaders – not leads” writes:
Your “cheerleaders” are those rare people who are not only fans of your company, but who put their own reputation on the line on your behalf. … [A] blog, as one of your marketing tools, is better suited for cultivating cheerleaders than for generating vast numbers of new leads.
Discovering the REAL reasons people are using your products and services is truly the key to not only business blogging success but to the overall success of your business.