Corporate blogging can be very effective for helping companies to achieve ROI (Return on Investment) for their brand. It helps to build stronger ties and relationships with the customers, while connecting with the online readership. With this strategy, the company can offer information and research ideas without resorting to broadcasting or advertising.
While it is not clear how much blogs affect the company’s finances, clearly the level of influence changes when there is a blog in place. When a company sets out to create a blog, they should go into it realizing that this is about communication. They should be influenced by the desire to let their audience into their world. By having set objectives and focusing on them, the company can reap maximum benefits from the blog.
Establish a voice
The blog should be the company’s voice. Readers should be able to see the human side of the company. The company should talk to the readers, preferably in first person, giving them an insight into their thinking process. The readers are able to identify with a service and product when they feel like they know what went into the creation process.
The blog should create dialogue with the customers or readers. Dialogue is a two-way street, and the company should welcome feedback from the audience. The only way to know what people are thinking is to listen to them. When you listen to their problems and respond to their questions, you are also able to learn. The employees are also given the opportunity to air their opinions and share their thoughts.
Blogs help to enhance brand transparency while displaying their humanity. One of the biggest mistake’s people make is to lie on their blogs. Lies will always catch up with you. The readers are expecting honesty, and they will always be able to identify lies. Like with all relationships, no one can respect a liar. Companies should know that they are dealing with intelligent people and thus treat them as such. Most people will not penalize someone for weakness. Truth is always best when it comes to blogs.
Create passion and loyalty
The readers will be able to detect the passion from the blog. This passion is often infectious, and the customers will want to hear more from you, when they sense that you love what you do. The company should be careful to encourage only the employees who are passionate about what they do, to contribute. Readers are very discerning and can identify comments and information that seem forced and perfunctory. Company blogs should portray the enthusiasm about the work and brand.
The blog should be an Avenue to educate the readers about the industry trends, innovations and ideas as well as challenges faced. The readers are able to identify with the brand, when they have more information about it. They are able to ask informed questions and offer ideas and opinions, when they know what are happening in the industry.