How To Write Blog Posts That Engage Customers

Blog posts that engage customers
Knowing how to write blogs that engage your customers will win you more business. One of the unanswered questions of small companies who blog, is the issue of who reads their blogs. Is it the competition trying to seek out how they perform their processes so that they can steal their ideas? Or is it clients who are seeking to make a purchase or sign a contract with the company but they just need to make sure they are selecting the right partner? This is particularly so for small companies who offer services in the IT space.

Whether you are a web company, an SEO company or a marketing company, knowing where to draw the line on how much information you give away is a tough one. In this post, I’m going to show you how to write a blog that will engage your customers, so that you can connect with them but not give away information on your company processes and the methods that keep you apart from the rest.

One of the most powerful methods of explaining to your customers the difference that your service or product will make for their business is to provide success stories. These can be in the form of videos, testimonials or case studies.

As the prospect reads about what you did for one customer, you provide them with the opportunity to substitute themselves with that happy customer. This method of writing also provides something that your competition cannot imitate or replicate easily. Stories allow you to explain a wireframe of your processes and can detail your successful results without giving it all away.

Don’t give away all the details of how to do something. You want the client to  hire you to do it for them, you don’t want to tell them how to do it so that they can solve their own problem. Make them feel as though you are the only person that they know who knows how to do this job properly. People who are going to hire you, don’t need to know how to do it, they just need to know that you know how to do it.

Prospects respond particularly well to businesses that understand what their issues are. Use your blog to connect to prospects by demonstrating that you know what the issues of the consumer are, you know where they want to get to  – what their dream is. To find this type of information you need to put yourself in their shoes. You also need to spend time reading the material that they would read, in publications and other blogs to really understand your clients viewpoint.

Another way to understand clients well is to hold a question and answer session for a handful of clients. Invite them to spend 45 minutes with you to ask you any question that they like. You could use this is a loyalty reward for your long term clients. Prepare beforehand by drafting out questions that you want to find the answer to from them.

Holding a session like this will provide you with more than just an understanding as to what your clients pains and dreams are – you will also be in position to create new products. New products don’t always need to be designed, they can be created by packaging together other products. Create something that will really meet the needs of your clients.

To create posts for your clients that engage, brainstorm their pains and create posts that will answer their key questions. You don’t need to give away all your processes as I said. You just need to let them know that you are on their side, you can help them and you know what you are doing.


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  1. Pavel Konoplenko Reply

    Great points. It always helps if the business understands what story they want to tell or what idea they want to present. This understanding helps present a convincing case without giving away secrets and processes. Writing with confidence also helps persuade a customer that you know what you’re talking about and that you should be trusted. 

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    I think many of these points hold true for websites as well.

  3. santosh mishra Reply

    Hello Douglas,

    Blog is really a good tool to engage customers. In fact, you can have one to one dialogue with your customer, with the help of a unique blog. I agree with you that a blog post should be more engaging.

    Santosh Mishra
    from- santoshmishra.com

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