Use Blogs to Build Customer Relationships

As I mentioned yesterday, strong, lasting, mutually beneficial relationships with outside constituencies is one of the “secrets” in my book 4 Secrets of High Performing Organizations. Customers are any organization’s most important outside constituency.  Blogging is a great way to stay in touch with your customers.

I came across an interesting article on business blogging in USA Today last week.  It was entitled Blogs Put Businesses on the Web Search Map.

Jim Hopkins, the author of the article says “Hunting for ways to boost revenue, a growing number of small businesses are adding another weapon to their marketing arsenal: blogging.  A blog lures more traffic to a company’s website…Blogs are easier and cheaper to update than conventional sites.  And they encourage customer feedback…”

I agree.  I have been writing this blog for over 18 months.  I enjoy writing it.  I enjoy comments from readers.  This blog is a great marketing tool. 

However, many business owners have questions about how to blog.  Below, I’ve listed some advice that is a combination of my own experience and Mr. Hopkins thoughts.

1. Register the domain name for your blog.  A domain name is what you call your blog.  For example, my domain for this blog is www.CommonSenseGuy.com.  I like www.godaddy.com for registering and purchasing domain names.
2. Find a host for your blog.  Your content resides on your host’s server.  There are many hosts.  I use my web developer, Barb Kiebel for this.  In additional to providing excellent web design services, she provides hosting.
3. Find a blog software you like.  I have personal experience with TypePad and Moveable Type.  Both are intuitive and easy to use.
4. Determine who will write the blog.  I write my blogs.  On the other hand, Donald Trump has a writer for his.  I suggest that small business owners write their own blogs.
5. Post often.  I post four or five days a week to this blog and five days a week to my other blog www.CareerSuperStar.com.  In the articles, Mr. Hopkins quotes a blogging consultant, Brian Brown, who suggests at least three posts a week.  On the other hand, I have seen successful blogs with one post a week – every week, same day, same time.
6. Finding material.  I read several newspapers and on line news services every day.  I clip articles that have relevance to my blog.  I subscribe to several newsletters and use them as source material for my blog.  I review books that I’ve read on my blog.  Book reviews have had a great side benefit.  People have begun sending me their books to review.  I get the books for free.

Blogging has helped me build my consulting, coaching and speaking business.  It can help you build your business, no matter what it is. 

One last quote from Mr. Hopkins article…

“Sign maker Joseph Iles, has been blogging for two years at his Lincoln Sign Company in Lincoln, NH.  And he’s seen a payoff.  Iles attributes $33,000 in sales last year – or about 10% of total revenue – to customers he found through his SignsNeverSleep blog.

As you can tell, I’m a big fan of blogging.  So much so that I’m willing to help you get started for free.  Feel free to e mail or call me with your questions, and I will be happy to discuss blogging with you – and give you my advice (such that it is) on setting up a blog of your own.

That’s it for today.  Thanks for reading.  Log on to my website www.BudBilanich.com for more common sense.  Check out my other blogs: www.CareerSuperStar.com for common sense advice on becoming the life and career star you are meant to be; and www.CommonSenseDay.com to learn more about Use Your Common Sense Day -- November 4, and to read stories of common sense in action.

I’ll see you around the web, and at Alex’s Lemonade Stand.

Bud

PS: Speaking of Alex’s Lemonade Stand – my fundraising page is still open.  Please go to www.FirstGiving.com/TheCommonSenseGuy to read Alex’s inspiring story and to donate if you can.

Comments

[Denise aka The Blog Squad]

Couldn't agree with you more, Bud, about the value of using a blog as a marketing tool and way to connect with prospects, clients and customers.

One thing to clarify. This blog, hosted by TypePad, is on TypePad's server. It is not hosted by your web person. Typepad is a 3 party blogging platform provider. Movable Type would be a blog platform that must be hosted on your own server, as is Wordpress.

Blog on!

[Bud Bilanich]

Thanks for the clarification Denise. Barb Kiebel, my web designer, also runs a hosting service that hosts my web sites. I must have been having a senior moment when I identified her as hosting this blog.
All the best,
BB

[Staci Burruel]

The blogs are a way of keeping in touch with your customers. Oh, there's another thing I can add to those tips, by the way. In line with the last two tips, you have to deliver the blogs in a creative way. Well, that actually depends on the type of business that you handle, but doesn't that reel in a lot more customers than just plainly saying "here are the updates"?