Blogs are great tools when it comes to connecting with people. They provide a unique opportunity for not just producing product related content, they open up a one-to-many dialog where customers, or potential customers, can ask questions or leave comments.
Once a dialog has started, other visitors are also likely to join in either offering their suggestions, sharing their experiences or asking a question of their own. This is very different to a bricks and mortar store. Here, although you are in public and asking questions of the salesperson, every one considers it a private conversation and stays away – they find their own salesperson to pester.
The one-to-many dialog can be useful for generating sales if your approach is customer focused. Answer their questions thoughtfully, no matter how dumb, and provide some recognition to everyone who has commented. This recognition makes them feel valued and they may likely to return – even if it is just to see what else has been written. One thing that is often very true in this world, when people leave a mark, they will often return to view it.
Provide content that is helpful and relevant to your products and people will read it. We are spending more time online now researching before we spend. If you have the information that I need then I am going to keep coming back. If you can solve my problems or answer my questions – I will be back.
The one-to-many interaction helps to develop a trust relationship that is often found in bricks and mortar business. Most people have their ‘favorite’ stores they go to time after time. They often have their favorite shop assistants as well. The online community can be the same. Foster it and watch your sales, and reputation, start to grow.
