Today’s article is not just for journalists, aspiring writers or technical geniuses. More and more retailers realize that corporate blogs can become the main asset of their operations.
From large chain stores to small physical stores , business blogs have become an acceptable form of marketing communication.
Like other aspects of retail store operations, blogs should be carefully planned and executed to create value for readers.
If done incorrectly, business blogs may not be the best return on investment and may damage the retailer’s reputation.
However, once retailers learn how to publish blogs correctly, they find that blogs can increase sales and build customer relationships.
Why retailers should blog?
Of course, every risk is risky, and blogs are no exception.
A business blog is well written, updated frequently and provides a personal voice for the retailer, which is far more beneficial than a poorly organized attempt.
Some opponents of business blogs believe that the time and effort involved in maintaining a blog outweighs any benefit. We disagree. Retailers can use business blogs to:
- Keep the website fresh and updated
- Attract new customers
- Provide expert advice
- Build customer relationships
- Gain a competitive advantage
- Build a brand
- Recruiting retail staff
Here are some of the most common objections that retailers have to blogs. We also respond to each reply.
I don’t have time to blog and run my retail business
Do you really have time to create a sales event? Develop a newspaper advertisement ? Send a newsletter ?
Retailers should treat blogs as a form of marketing, not as just another chore. There are several blog posts every week that can be written in less than an hour.
No one will read what I wrote on the blog.
If your blog posts are interesting and relevant, you may be surprised to find that your customers want to hear what you say.
My writing skills are terrible.
Do you not give yourself enough credit, or do you really lack the ability to write smart and interesting entries?
Maybe you already have a talented employee who can help blogging. If not, many journalism students will like this opportunity to do an internship with a company to gain experience.
Some retailers may even hire professional bloggers.
I can’t afford to have a website with a blog
Can you afford not to own a website or blog ? Blog creation awareness is an excellent way to create new potential customers and income.
Even if the company has not yet developed a website, there are many free, independent blogging solutions.
A website or even a web hosting account does not need to start a business blog.
There are also several different blogging software options are available to retailers. Some are free, some are hosted, and some require a subscription.
Personally, I recommend a self-hosted, custom-designed blog that integrates with your website or e-commerce website to create a professional and cohesive look.
Before you decide to use blogging software, research different blogging solutions to determine which is best for your business.
After you choose a blogging software, here are some tips for maintaining a retail blog that can benefit customers:
Blog often
Ordinary business blogs keep readers interested and come back. It can also play an important role in search engine placement.
Many search engines give preference to blogs that are updated frequently. Try to add new posts at least 2 to 3 times a week.
Tailor blog post
In order to contact your customers, use a personal tone and avoid business jargon. Consumers are your target audience.
Remember that the purpose of a blog is to build customer relationships, not to write marketing promotions.
Unless your demographic data is a highly segmented segment, make sure that the blog content is meaningful to a variety of customers.
Not everyone can see your blog posts, but they may still share posts with potential customers or influence other people’s purchasing decisions.
Provide interaction
A good way to build a relationship with consumers is to give them a voice and provide a response when needed.
All blogging software can choose to let readers reply to written entries. When customers leave comments, they may provide product ideas, suggestions or other feedback, and retailers will find them very useful.
Other comments may be negative. Be sure to respond to any questions, as if you were meeting the customer face to face in the store.
Blog theme retailer
Now that you understand that how to blog and what do you write? Previously we suggested avoiding marketing campaigns, so what does the retailer leave for the blog? a lot of! Here are some business blog ideas:
- Announcing a new product line
- Write product reviews
- Solicit customer opinions and suggestions
- Share customer product reviews
- Discuss hot industry topics
- Products linked to feature news
- Promotion of special store activities
- Write “instructive” articles for product use
- Open retail positions and corporate career opportunities
- Allow retail staff to donate
- Focus on individual employees
Like all retail store businesses, a corporate blog needs a set of policies and procedures to maintain integrity and professionalism. Some of the best business blog practices are:
Relevant and interesting
Think about any blog you visit frequently. What brought you back? You have the opportunity to go back because the blog is related to your life or work, and you find writing is interesting.
A business blog should be more than just some dry company bragging box.
Public information
Be careful not to release trade secrets, financial information or give up any other confidential or proprietary information.
Think before writing
Consider the consequences of what you write.
Although the blog software provides the function of deleting posts, it may be too late after clicking the publish button to avoid any damage that may be caused by false rants or inappropriate blog posts.
Play with others
Business blogs do not allow retailers to publicly criticize competitors or unscrupulous suppliers. If you complain to a supplier, writing a blog post may not solve the problem.
In fact, it may even ruin the integrity of the retailer. Always respect others, including suppliers, customers and competitors.
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