what is a company we are refering to?
1. Company is the one that sells product or service to its customer.
2. Product or service(solution here after) is the one that satisfies/solves customers requirement/problem.
and how someone becomes customer?
By buying the solution from the company, he becomes the customer.
and how does he make buying decision?
earlier customer reach company through predictable set of mediums.
1. Through media advertisements(brand recognition too)
2. Existing customer referals
3. Or through a consultants(in case of B2B business models)
now customer reach the company through same methods listed above, but the pie percentage it takes has reduced, new item has been added – ‘internet’ and that is taking much of a pie.
Now we are clear (well, fairly) about what company is, who is customer, and how he make decision to buy something from the company. In this blog post we are going to focus on this internet that has become major deciding factor for the customer.
The internet we are referring to is growing every second, and new information is flooded every second, information becomes obsolete very quickly, if the company need to stand out and be recognized in the niche when customer searches for the solution, company need to keep up with the information that customer is searching for, that is done by corporate blogs.
Like i said before internet is growing every second with the content fed in, it is almost like the whole web is breathing, and we need to do our part to stand in the race.
Look at the case below:
Customer is doing a basic research on the solution he intended to buy, he will search using search engines and happens to visit couple of websites that guided/helped him make decision, need not we lured him to buy the solution from the company, but helped to make decision, here customer have visited the blog, got a help, now we have established the brand (company) – authority over the niche we are dealing with.
Blogs need to be updated regularly that is relevant to the subject, with all possible contents, possible scenarios and examples.
The content we write in blog may not be the direct solution for the customer’s problem. Eg: customer might want to know about reaching his potential customers and leaving promo message for his business, and corporate blog might have content for outbound dialer which will do voice drop for the customers, these gaps needs to be addressed. This can be addressed easily when different minds of the company gets involved in the blog, from director to housekeeping (ok i exaggerated), the point here is, same problem – same solution will be seen from different angle, and that will keep the corporate blog breathing.
There are other kind of corporate blogs, where they post one in a long while with the updates and releases with their solutions, i am not sure if this one will yield any result of reaching customer, but helps to keep their news posted for existing customers.
Those days are gone, where product developers will leave the premises when his part is done, and sales man will take the product to market and sell it, both parties wash their hands when their part is done, that’s is not going to help, every possible people in the company need to contribute, each should act like a “important” visiting card for the company y taking part in many third party forums, group discussions, events, social media etc and with respect to companies blog different product ideas, challenges, possible improvements has to be shared, use cases for the products should be well written, customer expectations and problems should be shared, market research, sales projection can be shared as well, this way the company moves faster and smoother.