A corporate blog is more than just a company diary where someone from marketing talks about the latest trade show. A corporate blog is a support tool that can lighten the load of several different departments within your company. Here are four ways a corporate blog can help your company.
1. Reduce Marketing Costs and Improve Reach
In the past, Marketing put a lot of time and money into developing, creating, and printing new sales literature and brochures. But once the specs changed on a particular product you got a new area code (it happened to my company in 2002), or you made an egregious error (guilty), the remaining 8,500 copies of the brochures were rendered obsolete, or you had to hand correct every single one of them with a black marker.
A blog can replace a lot of sales brochures and literature, introducing customers to the new product, letting them read the new specs, and finding out the latest features and prices. A blog will also let you show new photos and video demonstrations, tell people about the upcoming trade show or the show you just finished, or even post a video of the CEO talk about the product and what it means for the industry.
By turning to electronic publishing, you can reduce printing costs, reduce costs per lead, and ultimately, costs per sales.
2. Serve as a Newsroom
The PR department spends a lot of time chasing down the industry media or traditional media, trying to get them to talk about your latest product or service. The problem is, the media isn’t always willing to listen, or they can only publish on their own schedule, not yours. But by posting news articles to your website, you become the news source, not the traditional or industry media.
A blog will let you disseminate the latest news to your customers, helping your most loyal customers not only read what you’re up to, they can share it with their readers, which promotes your news as well. The media can use your blog as an information-gathering source as well. This lets them see what you’re doing, rather than waiting for a press release. They can find your press releases, product photos, and HD video clips, and get everything they need with ease. They can also get further information and details without calling your PR person while she’s on vacation and unavailable.
3. Sell to New Customers
Corporate blogging can greatly benefit the sales department, because salespeople can talk about the benefits of the new product, use blog posts to answer frequently asked sales questions, and preemptively overcome any objections potential customers may have.
While this won’t answer every question and objection for every customer, you’ll find that it cuts down on the time per sale. When I started selling on the Internet in the late-90s, I found I had cut my time per sales call down from 40 minutes to 10 minutes just because of the information I was putting on my website.
Again, this is where video demonstrations can be invaluable to potential customers. This also helps improve search engine rankings, so your site is more easily found during web searches, which means more customers could find you, which in turn means means more sales.
4. Provide 24/7 Customer Service
If you have a product or service that has frequent questions, don’t just rely on an FAQ section. Turn your blog into a knowledge center, and ask your customer service reps to write posts that answer those frequent questions. Make them as easy to find as possible (proper keyword tagging, links from the FAQ page, or even listing them in your “popular posts.”
Ask other customers to leave comments on individual posts about different fixes and solutions they’ve found as well. Incorporate their answers into the official blog posts to continue the discussion, and to make your customers feel like they’re contributing.
Finally, customers can search your website and find in-depth answers to questions they have. This saves phone calls about basic constantly-asked questions, which means you can help reduce customer service costs.