1. Humanize the Company
Large companies face a large problem in todays market. They are seen only as a large company motivated by profits and not as a business run by people. Today’s media has portrayed large companies as faceless organizations full of suits out to waste your money on extravagant parties. The truth is this is far from how most large companies operate. Wouldn’t it be nice for the public to know that your company actually has people running it? Wouldn’t it be nice for your company to have a face and a voice that your customers can relate to and feel a connection with? This is exactly what you should be looking for and a blog is a great way to achieve it. Posts from the same author, preferably someone high in the organizational structure, can give customers a person to laugh and feel emotions with.
2. Engagement with Customer
When customers read your blog they are able to comment and engage in conversations with you and other readers. To take this a step further you could even blog about customer submitted ideas and encourage discussions about decisions your company is and will be making. Nothing cementes a customer for life more than feeling like their opinion matters to the company. This is actually a strategy that Starbucks employs with their blog. Customers submit and discuss ideas about new products and store layouts.
3. Crush the Competition
In our post about Investing In SEO Before Display Ads we discussed the benefits of good SEO. Blogs can have a huge impact on SEO and easily allows you to update your website with quality content. Let’s take two large tractor companies and compare them for a minute. They are both about the same size and both produce quality products priced about the same. Both have good looking websites but one company has a blog and the other does not. With the two companies so closely matched customer decisions are heavily influenced by brand and if they are unfamiliar with the market, whichever company they find first. If a customer is looking for a tractor but does not know of a brand to search for they are probably going to type in something like, “tractor brands” or “best tractor”. The company which has a blog may have a post titled, “How to Buy the Best Tractor for You”, this will almost certainly be one of the search results for our hypothetical customer. Now this potential customer is on their website, looking at their products and reading their articles. Conversions increase as customers spend more time on your site.
Do you know of any other ways blogs are of benefit to large companies? Please share them with us in the comments.