To Blog or Not To Blog...
There Is No Question
People often ask me what is the value of writing a blog? What's its purpose? Why should I even invest the time to write a blog?
Recently, I had an awesome interaction with an Ad Zombies client. We will call her Crystal because that is her name. Crystal had a customer service request on a Saturday; she needed to add some extra information to her previously submitted website copy order.
Since I was on my laptop, I jumped in and grabbed that customer support ticket myself because I felt like it. I responded to her needs, and a moment or two later, the customer support ticket was resolved and I marked it closed.
Sometime later that day I received an email thanking me for taking care of her. Crystal went on to tell me how she lost track of time reading over my blogs. She said “they were very addictive”, and they had lots of great information. She thanked me for inspiring her. That message from Crystal inspired me to write this blog.
Remember, your blog is not on your website to be a cathartic self-service therapy tool. Your blog is there to share stories, inspire people (like Crystal), and help consumers who may want do business with you, actually do business with you.
Your Blog = Sales Tool
Yes, your blog can drive sales to your business. How so? I regularly serve blogs as part of a re-marketing campaign. I use a social post to share the blog, then I put them in my Ads Manager on Facebook, Google, and LinkedIn ads, then I put a small budget behind them. This strategy averages a ROAS of 4 across platforms.
What Should I Write About?
Sure, sometimes I write blogs about nonsense, like what flavor peanut butter goes best on cheese pizza. (OK, I’ve thought about writing that one, but haven’t yet), Other times I share life stories that happened to me and my family, which I write about often. But a blog gives deeper insight about you and your business to someone who's looking to potentially transact with your company. A blog gives them a glimpse of who you are. It can be all business, all personal, or in my case, a homogenized blend of the two.
A few examples of my blogs are this one about my grandfather, this one about a secret that weighed me down, and here’s one I wrote about the 5 days I spent with Tony Robbins.
What should you take away from this blog? Don't get caught up on if you should write a blog. Just write them. You'll find they make valuable connections with current and future clients.