When you effectively blog for business (implement your Inbound Marketing strategy) success requires you to follow a fairly rigid format.
You tell stories, in small bite sized chunks, at regular and frequent intervals, for an extended period of time.
Each article (blog post) should answer one question, should address one issue.
In addition to this idea, you need to have an idea of who you are talking to. This should be your understanding of your ideal customer.
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Nancy Duarter (President & CEO of Duarte Design) has been quoted as saying…
Spending energy to understand the audience and carefully crafting a message that resonates with them means making a commitment of time and discipline to the process.
I could not agree more. You should both accept this idea and apply it to your business blogging efforts.
How you ask?
Figure out who your ideal customer is. How you do that is beyond the scope of this post, but recalling previous customers is probably the best way to start.
Then make up a fictional character who represents your ideal customer.
Let us pretend you are a bathroom remodeler. Your ideal customer is (probably) a working mother who owns her own home, is short on time, and cares about how her home looks. I declare her to be 37 years old, a manager at her work, with two kids, and a husband who is both bus and not very handy.
Let’s call her Jennifer. Write for Jennifer.
Let us pretend you fix cars and specialize in Audi’s. Your ideal customer is (probably) a working professional who needs their car to get around, knows very little about car repair, and wants to drive their car as long as they reasonably can before having to purchase a new one.
For this I create two; a man who cares about the “status” his ride provides him and a woman who cares about reliability and safety.
Let’s call them Frank and Sarah. Write half your posts for Frank and half your posts for Sarah.
I think you get the point.
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