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The Two Minute Primer on how to blog for Small Businesses
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Identify
Who are your customers? Where do they hangout online? How do they find your product/service?
Identify
My customers are male and female urban sophisticates between the ages of 25 and 50.
They are heavy users of Linkedin and Facebook.
They often use Yelp and Google to find my business.
Profile Pics Stolen from Twitter Friends: @thorpus, @shashib, @newmediajim, @corbett3000, @jessieX, @pbrantner @Geekycybermom, @annbernard
Listen
Learn what they think about your industry by asking them: What would help you make better buying decisions? How is my product/service meeting your needs? How is my product/service not meeting your needs?
Create
Your overall goal is to create VALUE for your readers.Value comes in many forms, and can simply be information that is usable and useful to them when looking to purchase your product/ service. Write blog posts that address what you’ve discovered, and write about how needs are being met, or how you’re working to meet those needs. Only write what is true! Ask readers to comment, and therefore, create a conversation on your blog about your product/service. Provide links to your Linkedin, Facebook and other relevant profiles so readers can connect with you; after all, in many small businesses, customers are sold on the business owner first, and the product/service second.
Convert
In the end, if you’re looking to sell something by blogging as a small business, you need to convert readers into purchasers. This can be a fun process: create a contest, provide a ‘double secret’ blog reader’s discount for your product/service, show your readers something they don’t typically see when buying from you (i.e. if you’re a restaurant owner show how a favorite dish is prepared, or if you’re a dog groomer, tell a funny dog grooming horror story). On the surface, you want to show your readers that there’s more to your business than just you selling them something. If you’re able to create an emotional connection with them, they will in turn become more loyal to you and act as brand evangelists and repeat buyers.
Refine
Continue to listen to your audience in person and online. Use Google Analytics to see which of your blog posts are popular and who is linking to them. Link back in your posts, and engage in conversations around your product/ service outside of your blog by commenting. Trying to tone down the ‘sales-ie-ness’ of your comments and casually provide links to your blog if appropriate. Watch what other small businesses are doing, and replicate their successes, and avoid their failures.
Contact
Peter Corbett, CEO, iStrategyLabs http://www.iStrategyLabs.com