Bettercloser.com - Blogging for Sales
One of the hottest topics in the sales community right now is lead generation. Not just the big marketing programs that your company runs (and you rarely get any good leads from), but personal lead generation. Marketing efforts that you can start, manage, and see results from without any significant investment of time or money.
One of the best forms of personal lead generation is blogging. It can be, and probably should be, the anchor point of all your sales lead generation tactics.
You may be under the false impression that a great lead generation blog is all about being a great writer. That’s wrong. Of course with practice you will become a better writer, but there are a few steps that will connecting with you compelling enough to overcome the fact you’re not an award-winning author (yet).
1. Get Started
There is a reason Get Started is number one on this list. This simple point can’t be overemphasized. You won’t generate a single lead thinking about blogging, imagining a perfect logo or theme, or wishing for all the fancy gadgets on bigger websites.
Your customers don’t care anyway. They came there for one thing–information. If they wanted beautiful design they would have gone to a marketing blog.
2. Keep Going
Starting is half the battle. Keeping your blog going is the only way to win. Put blogging into your schedule. Make it a necessary element of your sales process and routine. Determine a good rhythm and stick to it.
Frequency isn’t all that important as long as you’re consistent. You can blog once a day or once a week. Just find a pace that works well in your schedule and stick to it.
3. Write to Prospects
One of the biggest mistake I see lots of bloggers making is writing to their industry peers. Unless you selling products and services to these people…knock it off! Write to your prospects.
When you sit down to write visualize your customer. Write the conversation you want to have if you get that appointment you so desperately seek. You might be surprised how many prospects call you to have that conversation–in person.
4. Write About Customers
(Hopefully) you work with customers everyday. Share these stories. They’re references and give your readers, your prospects confidence that you can help with their problem too.
Customers often feel like they have a unique and complex need. In reality, that is rarely the case. Chances are you’ve seen the problem and solved it many times.
The really neat thing about this misaligned reality is that when your prospect reads or hears your perfect representation of their problem, they often assume you must be the only one that can solve it.
How cool? Your blogging probably just remove some competition.
5. Answers Customers
How many questions do you get from prospects, customers, partners, and friends everyday? Take a second and stroll through your email inbox. How many of those unanswered emails are asking the same question? How many of them would make a great blog post?
One of my favorite tricks is to take an email and answer it, in great detail, on my blog. Then I can point this and all future emails like it to my new blog post.
This yields two benefits: First, your customers get a far more thorough answer than you whave time to give in an email. Second, you’re going to attract several people that have the same question, but would never know to ask you.
6. Be a Storyteller
How-to writing is usually boring. First this, then this, step one, step two, and if all goes well you get this. Yawn! Learn to tell stories.
People are captivated by reality. People love to hear war stories. People often internalize these stories into their own vision of the future. Stories get you calls like, “I read your article. Can you do that for me? I have this similar situation…”
7. Bring them Value
This is another secret that often gets mangled in translation. I will try to be really clear about what value is to a blog reader or online community member:
- Value is educating people about things you are an expert in
- Value is bringing your readers special offers
- Value is introducing your readers to complimentary products
- Value is asking them to buy things that will improve their life, business, paycheck
Value is not equal to free. Sure you might give away free advise or stuff from time to time. However, real value is bringing your readers a distinct advantage because they know and read you–even if they have to pay for it.
8. Be Direct!
This secret flows directly from number seven above. Don’t be shy about telling your prospects what you want them to do. Be direct. Tell them what websites to visit. Tell them what products to buy. Tell them when you are bringing them the best deals and exclusives.
9. Be Brief
No one has extra time. And even great authors like Hemingway knew the magic of brevity. Part of the value of your blogging should be to deliver what your customers need to know clearly and quickly.
10. Leave the Ending to Readers (Customers)
Your ultimate goal in blogging for sales is to engage your readers. Maybe even engage them in a sales conversation. That means drawing them into the conversation.
Try this by leaving the ending to them. Like this…
Do you blog for customers? What are your tips and tricks for bringing in prospects? How would you end this blog post?
About Bill Rice
