Steve Jobs believed that marketing is about value, which in a very complicated world, we have to be very clear about what we want people to know and remember about our brand.
Writing a Blog is a very powerful content marketing tool. People seem to be intimidated by the thought of their writing being exposed to the public eye in the form of a blog. The reality is people love to read other people’s writing. In a first year marketing subject, students are assessed on their ability to blog and interact with other students’ blogs through a comment function. This shows how effective a blog can be as a communication tool.
At Solve, we blog in order to get our personality across and therefore like-minded people (our target market) will hopefully be more inclined to do business with us.
The purchase decision of a good or service usually stems from initial problem recognition –this can be an active problem that the customer is aware of or an inactive problem that the customers are unaware of until the marketer creates it for them. The motivation then comes from the customer wish to convert their actual state into the desired state. So as marketers, it is extremely important to understand the customer needs as well as understanding who our customer actually is.
Actual state>Tension>Desired state
After writing a few experimental type blogs on various subjects, you start to gauge what your audience likes (customer needs). Here are some simple steps to blogging success:
1. Identify your target audience; what kind of traffic do you want through your website? What are these desired customers interested in? Base your topics on this market research.
2. Form the consumer’s “Black Box”; the characteristics of your readers, what are they searching? Get into their mind, become the reader.
3. Create a blog calendar; helps you keep on top of the regular blogging updates. Who is writing this week?
4. Promote your blog on Social Media platforms; this is a digital marketing strategy to get your blogging name known in the online world. This includes sites such as Twitter, Facebook, Linked.In etc.
5. Track your analytics; Your success as a blogger can be tracked and analysed using sites such as bitly, GoogleAnalytics and on the various Social Media sites themselves (Twitter, Facebook, Linked.In). Which post has been the most successful? This also helps to narrow and pinpoint your target audience.
Blogging is a fun way to get your own or your business’ personality out there! Whatever you do, don’t rant! Blogs can be educational or just insightful.
Write what you know, you never know who might be interested.