As far as content goes, it is a great way to stay in connection with your clients. If you have an engaged audience then the words you write can go a long way. But we don’t all have a structured way of keeping those connections open. So, how can you stay in touch with your customers? Let’s take a look at the options available.
Using social media is a great way of starting and cementing connections. It is free and easy to use, so there are no problems just getting on with it. Our personal connections through a site such as Facebook can help us to make professional connections there too. One thing that we don’t necessarily get through Facebook is permission.
Now, I’m not saying that we break any data protection laws, but we don’t always get the level of involvement we want from social media. And that’s because we haven’t made a pact. We don’t tell people up front what to expect from following you on social media. A better way is…
Done correctly, this is a marvellous way of making connections with people. Asking someone to subscribe to your mailing list where you will send one email per week at 10am on a Thursday is the kind of permission I am talking about. This relationship is more structured and a great way to build relationships.
Just as with social media, people can vote with their feet and unsubscribe (that comes down to the quality of the content) but they have made a decision to subscribe with far more open eyes than when following on social media.
For you, the algorithms on social media mean that not everyone who follows you will see a post. Facebook, Instagram and LinkedIn have their own ways of showing content to a select few people before widening that if you are successful. Twitter timelines are so filled that you can easily be missed on the noise. An email delivered directly to their inbox gives you a much better chance of making that connection. In fact, sites such as Constant Contact measure the open rate of your mailers.
A blog is a great way of getting your voice out there as well as boosting the SEO potential of your website. Of course, your content has to be written effectively to acheive these aims but repeat content helps move you to where you want to be with the search engines.
Blogs are great content to feature on social media and in your email newsletters too, so they stand you in good stead finding content for the rest of what you do too. So, even when emails are a more direct and probably more effective way of making a connection, your blog should be an essential part of that process.
If you are looking to boost your content then you should think abut the different formats and how you use them. In the meantime, if you want to talk about your content requirements then please drop us a line.