Facts, specifications, dollars and black and white data each have their place in the sales cycle. Yet, buyers need an emotional connection to motivate them to buy. A story provides a powerful impact when building an emotional connection with your customers. The blog is the quickest, fastest medium to share your story.
Blogging shows your customers that you are accessible. That “contact me” button is an invitation to connect. More importantly, blogging is profitable. “Fifty six percent of businesses that blogged at least monthly acquired customers through their blogs. Blogging three times a week increased the percentage to 70 percent; daily blogging upped it to 78 percent,” according to a 2012 study from HubSpot.
Here’s how to use your blog to generate an emotional connection with your customers:
- Choose topics that solve problems. You already know the key issues your customers face. Show your customers exactly how familiar you are with the challenges they face, with specific, personal stories that reveal your own insights and experiences.
- Give your customers a happy ending – show them how your proficiency solved your customer’s problem. Use specific facts and measurements.
- Let them know what’s coming. Position yourself as the industry expert you are by revealing what new issues and challenges they can expect to face, and how you are already poised and ready to take them there as painlessly as possible.
Each blog post you publish gives the reader a dynamic update on your business, your industry, and helps to sharpen your business focus. Your blog creates an instant searchable on-line keyword archive, easily accessible by your sales and marketing staff, to target a customer’s specific needs and close a sale. More importantly, Google indexes your blog posts, via key words, so that future Google searchers will find your page.
If the idea of coming up with a new story every day – or every week, seems daunting, simply contact us.