If you want to direct traffic - give directions.
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In today's world, it's understood you need a digital presence. Right now there's ton of buzz around digital marketing with Facebook/Instagram Ads., along with Youtube, content marketing, webinars, email marketing, SEO, etc..
These techniques are not new by any means, but have been gaining mainstream attention due to their recognized efficiency and effectiveness. There's also some sex appeal that comes with technology. Modernity. (i.e. - Cryptocurrency, Blockchain.)
But what about the humble blog? Where does this "old fashioned" technique fit into the picture? Is blogging still relevant? How should you use a blog?
I'm glad you asked!
We're going to discuss three ways you can use a blog to influence your audience, and turn them from spectators - into players.
Three Ways to Use a Blog To Influence Your Audience
So we're all on the same page - blogs are just short articles on the internet written by people regarding their interests, thoughts, and current events. These can be for personal or commercial reasons.
Looking at it from a business standpoint, blogging is a great way to share information, engage your audience, and increase your brand awareness - while also improving your website's SEO.
So how does a blog influence your audience?
When you share knowledge with your audience and potential clients, it enables you to establish some very important elements in the buying process:
Trust is the most important aspect of any sale. When you gain the trust of your audience, you move them one step closer to becoming one of your happy clients.
Authority is equally important because you want to show your expertise in a way that people respect. You aren't just a company for their needs, you're THE company.
There's a big difference.
As for visibility, once something is on the internet, it's there forever. In this case, it's a good thing! Your blogs remain on the internet as long as you have your website, so everything you post will be available when people conduct online searches. This can greatly enhance your ranking in search engines, which is highly beneficial to your SEO.
So, now you know WHY you should blog.... but before you begin firing away on your keyboard, it's important you know the "rules." These are three guidelines to follow to make sure you get the maximum utility out of your efforts.
People love to learn. By producing informative content, you're able to answer questions and solve problems for your audience, absolutely free. Everybody loves free stuff, and when that stuff solves their problems - you move up a little on their social totem pole.
By educating your audience and giving them something worth value, you become an authority in your field. Sharing your expertise is a great way to show people that you not only know what you're talking about, but more importantly are worth listening to.
This technique can be implemented in virtually every profession.
Optometrist? Educate your audience on the affect prolonged light from a computer screen or a phone screen has on your eyes. Expert in residential construction? Discuss what you believe customers should consider when selecting which lumber to use for deck construction - helping buyers make decisions based on their budget.
Whatever you do - your blog is your time to shine.
2: Don't Be So Damn Boring
Anyone can ramble off facts and statistics about their profession. The truth is nobody cares what you can do. People want to know what you can do for them.
One of the challenges I've faced is I'm a logical person. My background is in findance, and my decisions are based largely off of data... Things like ratios, probabilities, market trends, past performance... You know - math.
(I can hear you snoring already...)
The majority of humans simply don't care about numbers. We care about how we feel, damn it! Emotion. If you want to truly connect with people, you have to speak the same language. Produce content and engage with your audience in a way that they relate to. You have to open up a bit.
Tell your story.
By discussing your background, thoughts, past projects, experiences, and most importantly what you've learned from them along the way, you're able to connect with your audience. Blogging puts your personality on display and makes your company human.
The connection you'll make with your audience is beyond valuable to your brand.
3. Establish Trust
By educating your audience and making that valuable connection - you earn small amounts of trust.
Trust is the single most important aspect of turning a prospect into a client.
The consumer buying decision process has changed in the past few years. Instead of experiencing a product or service for the first time in store/person, consumers turn to the internet and conduct some research before reaching a decision.
Can you guess where their money goes when it comes time to buy? To the company they trust will provide the most value for their money. Your blog is a way to earn their trust by sharing your wisdom, experiences, and of course your fantastic personality.
You'll get them with your looks later.
By educating your audience, connecting with your ideal customers, and gaining trust via your blog, you will become an authority in your field and turn prospects into clients. These are the three ways you can utilize a blog to influence your audience.