You know that building a strong connection with your customers is necessary to keep them coming back, and you know that it’s usually more expensive to acquire a new customer than to sell to an existing one again. You also know that your brand’s reputation is important and that being seen as a reputable source of information in your industry is invaluable. How can you accomplish all these goals at once? It’s as simple as starting a blog. We’ll walk you through how it’s done.
First Things First: Let’s Set Some Goals
Before you ever put pen to paper (or fingers to keyboard), take some time to determine exactly what you want your blog to be and who you want to read it. This is also a good time to set some ground rules, particularly if you’ll be sharing writing duties with other people within your organization. While there’s nothing wrong with different voices – in fact, a little variety is often a good thing – you’ll want to make sure everyone follows certain guidelines with regard to style and civility (no badmouthing competitors, for example). If possible, designate one person to review all posts for spelling, grammar, and adherence to the agreed-upon guidelines.
Figure Out Your Format
It’s time to think about how you’re going in publicize your content. Perhaps you can create a blog page on your existing company website. This is a great way to tie your blog directly to your brand. Think of all the possibilities for special offers and more! If this is not possible, perhaps a standalone blog like Tumblr, Medium, or Blogger would be best. You’ll sacrifice customization for convenience, but if you’re short on time or technical knowhow you may be more than willing to make the trade. If you’re more interested in your personal brand, you can even write and publish articles right on LinkedIn. Whatever platform you choose, look for a format that is easy to read and easy to index. Your readers will disappear if they have to squint at red text on a yellow background or click individually through hundreds of posts to find the one they want. Additional features like the ability to embed photos and videos are also useful – you know what they say about the value of a picture!
What on Earth Should I Write About?!
Now you’re finally ready to start writing – but about what? The good news is that there are potential topics everywhere you look. Your customers are a great place to start – what questions do they ask, what concerns do they have, what aspects of your business or industry do they want to learn more about? These are all great starting points for posts. They don’t have to be long – just use your industry knowledge to answer honestly and completely. When you post these writings, you just may be helping out a potential customer who had the very same question. Finding the answers in your blog will encourage them to see you as a trusted source of industry knowledge, and you may just earn their business!
Just Do It!
You can stare at that blinking cursor on your screen for hours without typing a letter if you let yourself succumb to your insecurities. Don’t worry about what other people will think. Write honest, sincere, professional words drawn from your own industry experience, and the rest will follow after. You may want to check out these blogs for inspiration, but remember you’re your own harshest critic. Just write. Your business and your customers will thank you.
PS – Take a look at some of our other blogs if you need more inspiration. We write about the credit card industry and small business ownership in general.
PPS – Looking for a credit card processor who really understands the needs of small business owners? Give 360 Payments a try! We’d love to show you why we’re different – give us a call at 1-855-360-0360 or drop us a line on our website.