By Terez Howard
You hire a professional blogger, and you know the advantages. A blog creates traffic, puts a face to your brand, shows yourself off as an authority. I recently blogged about these reasons.
Your blogger brings your business to your audience. That doesn’t mean this blogger strictly writes about the dog collars you sell. Blog readers don’t want a sales pitch. They want information, and not just any information, usable information.
If you sell dog collars, yes, your blogger could write a post or two about your products, but she should also share information related to collars, like how to keep a dog collar on a Houdini dog, when you know you’re dog collar is too loose, the good and bad flea collar and the best collars for dogs with sensitive skin. Topics could also branch out to include proper dog walking etiquette, the best way to get a dog in a costume and why your dog needs regular outings.
With the previous topic examples, you can see that they don’t need to directly relate to collars. They do need, in some way, to help your target readers, in this case, dog owners. As doggie parents read this blog, they grow to trust your company on a personal level because your professional blogger is sharing personal, practical information.
Blogs make announcements
You can and should use your company site to make business announcements. Your professional blogger also can interview your newest employee, talk about how your business is involved in the community and talk about how your company is changing. Your blog can reach your audience with this news in a conversational manner.
Blogs market in whispers
A blog isn’t just soft marketing; it markets so quietly that readers with acute marketing radar don’t pick it up. Every other word is not a link to your products. You won’t find dozens of banners throughout a post.
On the low side, a standing link back to your company will appear somewhere on the blog, perhaps not even on the Home page. It might only be found on the About page. You might choose to place a couple links back to your business website at the end of each blog post. Or, you might put a link on select posts.
The point is: Don’t overburden blog readers with buy, buy, buy because they will run, run, run from you. Remember, a professional blogger is giving resourceful information to your customers, not trying to take money from them.
Your blog is a gift to your customers. Give them something they can use.