Every business from the biggest multinationals to the smallest, most local of ventures must all suffer the same question: ‘how can we reach customers?’ It’s a tricky question, for sure, and there is no one right answer, but one of the simplest things any company can do is to provide a well-maintained blog.
There aren’t many businesses that wouldn’t benefit from pushing regular content out there onto the internet, whether that’s entirely digital enterprises like us here at clovio or coworking companies like KAPTÁR.
Here’s why you need to be running a blog for your own company.
Target potential clients
These days if you have a question that needs answering, where do you turn? In most cases, it’ll be the internet browser icon on your desktop or mobile phone. The majority of us look for answers to our needs online, and if you maintain a blog to draw in speculative researchers, then you’re already over the biggest challenge and a huge step closer to actually converting them into customers.
In this sense, think about who your target audience is and what they might be searching for. In our case, we at clovio try to provide the answers that content creators would be looking for.
Valuable, personal connections
A company’s website is informative; it tells the reader what they need to know. A blog, on the other hand, is more personable. It allows an opportunity to express a more human side to what should otherwise remain a faceless entity, and that is important for bringing in new clients, partners, or customers.
For KAPTÁR, this is essential. As a coworking space, it’s important to recognize the people that make use of the service and by interviewing its regulars the blog creates a sense of the community that is built around it.
Establish yourself as a professional
Even if you’re just a small startup trying to make its way in an increasingly challenging market, there’s no reason you shouldn’t reveal to the world just how much of an industry leader you are. It’s about being confident in yourself, and if you produce regular content on a blog that highlights your strengths and knowledge as a professional in your particular field, then would-be clients are much more likely to feel comfortable working with you.
Our own blog, for example, covers everything that a digital media brand should, discussing the hows and whys of content creation, web design, and even managing a business.
Create an identity
Any kind of online content is putting yourself out there and, sure, the company website is the most important in that regard. But that’s not where you truly reveal to the world the kind of business that you want to be. Of course, setting the tone of the company and the work you do can be done through a professional website, but with a blog it’s more like showing your style rather than telling.
At clovio we do this to present the sort of content we create across our various website brands, using the same tone of voice, the same approach to formatting, and the same values of community-driven content that all of our work is infused with.
The holy grail for any company blog is getting your potential customers to come back on a regular basis. With a captive audience in tow, you’re more likely to get those leads through engagement, ultimately resulting in more sales or greater opportunities for marketing.
For businesses who sell their products through their website – think clothes designers or cookery equipment – having a blog that draws readers in on a regular basis creates a connection with them. Over time they’ll become more likely to trial your product or services, they’ll be able to more easily find out about various events or the community of users involved with the brand.