How To Use Blog Writing To Foster Consumer Trust
Blogging is changing the way we communicate with friends, family, customers, and the world at large, and business blogging is definitely here to stay.
In their 2011 State of the Blogosphere Report
, Technorati highlighted that while many bloggers maintain their blogs as a hobby, businesses of all sizes are establishing blogs and posting content at an astounding rate, with many companies maintaining at least three or more blogs. The exploding popularity of blogging for business means increased opportunity for online writers who can write great blog posts.
As part of a web content strategy
, business blogging can help with branding, relationship marketing and creating community, all important aspects of fostering consumer trust. Keep the following points in mind when crafting your next business blog post.
- Consumers like consistent and dependable service. Regular posting to a business blog shows existing and prospective customers the business is reliable. Make sure your blog is current, and post at least twice a week to help increase your SEO rankings.
- Use a blog to show readers the business is up-to-date and that you are aware of the latest developments and innovations in the field. Write about research and development and recent achievements. Fresh content shows customers you are constantly evolving and committed to growing as a business.
- A current blog should be part of an engaging website, which is in turn part of a long-term relationship marketing plan. Relationship marketing is a business strategy focused on building customer trust and a relationship that will benefit both the business and the customer over the long-term. Consumers want to deal with businesses they know will be around in the future, and committing to blogging regularly helps businesses build this trust.
- Blogs can be a good way for businesses to explain more technical information regarding new product lines, and innovations or changes to existing services in easy to understand language for customers. Encourage questions from readers to get ideas for new blog posts. Writing posts based on customer's queries or problems is a good way to show the business puts customer needs first.
- A key benefit of having a business website, blog and social media presence is that businesses can now address public relations issues directly and immediately instead of (or in addition to) issuing press releases. The immediacy of posting means that businesses can manage potentially damaging negative press more quickly than ever before.
- Blogs can also act as a platform to discuss customer service issues or problems. By responding to customer complaints on a blog, businesses acknowledge concerns and show commitment to providing excellent customer service and dealing with issues quickly.
- Business blogs are an excellent tool to build a community around a brand. Encouraging comments at the end of blog posts gives customers a voice and a chance to post their reviews of products and services.
Neilsen Wire reports that 70 percent of participants in their Global Trust in Advertising survey trust online recommendations and product reviews, and increasing consumer trust leads to an increase in sales. A blog provides customers a place to connect with others and share their stories, fostering a great sense of online community.
Trust is built through interactions, and blogging gives businesses a valuable opportunity to greatly increase the number of customer interactions. Instead of thinking of every blog post as a sales pitch, view them as chances to show the reader that this business understands the consumers needs and concerns, and is devoted to providing the best customer experience possible.