SEO Denver

SEO Consultants Denver assists business in constructing relationships with those in your niche community – many of whom are likely to become customers if what they receive is useful, informative and convinces them that you are the best organization to meet their immediate need. 

Contact Matt at 303.506.1158 today or visit our SEO and SEM Home Page to find out how to start turning your internet pages into a sales-generating machine!

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SEO Consultants of Denver Blog Post for October 29, 2009

Blog Message Strategy – Using the Blog as Your Main Business Page II

Using your blog as the main interface between your organization and prospective customers on the internet requires understanding the prospective buyer’s level of internet activity.  Do your customers use the internet frequently? Do you have a consumer profile?   Smaller businesses may have to do some one-on-one research with current customers to get an idea, but a general understanding of how your customers use the web is important for structuring your communications strategy.

A good communications strategy will establish:

• Credibility
• Leadership
• Depth of knowledge
• Confidence

Understanding how your current customers use the web, you can build your messages to address points that establish you as the leader in your line of business.  Here are a few techniques.

Credibility:
Little known facts about your business or industry are useful to the consumer.  Areas and news about product features, lifespan, durability etc. are all important to the buying decision.  Putting these out in your blog messages puts you on the same side as your customer – in effect arming her/him with information helpful to a purchase decision. 

When future questions arise, these readers will remember your ability and willingness to provide useful help and information.  If your customers frequently use the web to research product features or location, you can address concerns about product reliability, ease of acquisition (shipping or delivery features that you provide).  Understanding the reasons your customers use the internet is important to structuring the credibility message.

Leadership:
Customer case studies or statements from satisfied customers establish your organization as one that has experience meeting consumer needs.  References are also helpful to offer. (You don’t have to post the reference’s contact information, but just ask the viewer to contact you for the names of a few satisfied customers)  For newer businesses just starting out, a lack of sales history could be a problem.  Still, you can provide references of those who have worked with you in the past and can speak to the level of personal commitment you bring to the relationship. 

Story-telling is very useful in establishing a leadership image on your business blog.  The downside is that the story has to be told and retold in different ways to keep the content fresh.  But….if you focus your story telling about your accomplishments or the ability of your product to solve customer problems, the story shouldn’t get old.  Besides, over time you will acquire more and more testimonials that will make useful content for future stories.

Depth of Knowledge:
This can be difficult to establish with the reader without boring him with details.    Still, building trust with your reader that you have the depth of knowledge to solve her/his problems is essential.  Again, story-telling or case studies are useful.  Occasionally, technical details may be discussed, but a particularly useful technique is to simply answer your customers’ questions on line.

Customer questions regarding your product or service are probably very meaningful to prospective customers as well.  Your ability to handle customer concerns of course builds confidence that you are both able and willing to stand behind your product/service and are able to clearly define its value. 

Confidence:
Nothing establishes consumer confidence more than successfully delivering value.  Defining that value I a useful technique here.  For instance, if you provide a business service, find out from your customers exactly what using your service meant.  Did you deliver a solid Return on Investment?  If so, what percentage?   In what time frame?  Making bold statements on the results you deliver are important, but must be backed-up by facts and by customers willing to validate your claim.

Customers don’t mind making investments in products in service if the purchase can deliver value.  Stating what value you’ve achieved for others is a good starting point in establishing confidence in the minds of prospective customers. Telling these stories communicates the results your prospect may expect by purchasing from you. 

By focusing on one of these objective areas in each blog post, you can keep your page fresh and accomplish at least one communication strategy objective.  In the next few days, we will review techniques to keep your communication strategy organized, discuss a good structure and volume for each individual post and review ways to post your information to attract the most possible traffic from the search engines.