Using Blogs as Marketing Tools

Blogs are one of my favorite marketing tools and they can be used by ANY business to promote their products and services.

Keep in mind that marketing is merely letting potential customers know how you and your business can solve their problems.  A blog is a GREAT way to share information to let potential customers know how YOU can solve their problems.


For example, think of the last time you assisted a customer.  What questions did he/she need answered before he/she made the decision to purchase?  That type of interaction would make a GREAT blog entry.

Let’s say you own a hardware store and you had a customer who came in with a question about hanging a mirror.  One question the customer may have asked is, "Which wall anchors work best for a large heavy mirror?"  While you may field that question ten times a week, you may not have thought that it’s a GREAT blog entry. 

Of course, the ugly "protective" monster tends to rear it’s ugly head at this time during conversations with actual clients.  They worry that if they share their expertise, that people will visit their blog for information and then go to Lowes or Home Depot to buy their products.  I can’t promise you that it won’t happen.  But remember, if people are coming to you for answers, it goes to follow that eventually they’ll come to you for your products.  (This is assuming that your products are priced fairly, that your customer service is acceptable, etc.)

Expedia built a multi-million dollar web resource for travelers.  They only convert 5% of their visitors into customers…. but that 5% has resulted in a profitable business.  Expedia knew that if people came to them for travel answers, they’d convert some of those browsers into customers.

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